Krungsri Auto bags 5 global awards from THE WORK 2024 from commercial films that capture engaging customer insights

'Krungsri Auto', a leader in automotive finance under Bank of Ayudhya PCL., continues to push forward to become the No.1 choice for automobile users by deeply analyzing customer insights to understand their needs and utilizing this knowledge to produce two commercial films: Deal of the Dazed by 'Krungsri Auto Broker' and The Helping Foot by 'Car4Cash Motorcycle'. These films were created by SOHO SQUARE under Ogilvy Thailand, a top global advertising agency. They were awarded five prizes at THE WORK 2024, organized by Campaign Brief Asia.

Mr. Pornthep Tirasuntrakul, Executive Vice President, Head of Krungsri Auto Marketing Division, Bank of Ayudhya PCL., said, "Krungsri Auto is immensely proud that both of our commercial films have succeeded and won five awards at THE WORK 2024. Our position as a market leader is driven by our expertise, credibility, and in-depth analysis of customer needs across various segments, which we have gathered over many years. These films have been a key tool in raising awareness, helping us achieve our goal of becoming the No.1 choice for automobile users, while continuing to create a better everyday life in line with our mission."

Mr. Gumpon Laksanajinda, Chief Creative Officer, Ogilvy Thailand, said, "At this year's THE WORK 2024 awards, Ogilvy Thailand made history by achieving the highest score in the Asia-Pacific region with 46 acceptances - an achievement never accomplished before. This success would not have been possible without the trust of our clients. For Krungsri Auto's campaigns, we began by focusing on real customer insights - both from those purchasing insurance through brokers and using the 'Car4Cash' service for motorcycle owners. We crafted the commercial films with minimal embellishment to evoke genuine emotional responses and ensure viewers fully understood the value of the products. This approach also aimed to drive engagement with the brand, ultimately fostering Brand Love."

The commercial film 'Deal of The Dazed' by 'Krungsri Auto Broker', an insurance broker under Ayudhya Capital Auto Lease PCL., a subsidiary of Bank of Ayudhya PCL., won 4 awards at THE WORK 2024. These awards were in the categories of Film/TV Craft Direction, Film/TV Craft Other, Film/TV Craft Sound + Music, and Film/Web Film (over 90 seconds). This film showed consumers the services that compare insurance policies by simply stating a budget, offering transparency in pricing, and providing complete details to help customers conveniently find the best and most suitable insurance deals.

As for the 'The Helping Foot' commercial film by 'Car4Cash Motorcycle', a leader in the automotive refinance market, this creation won an award in the Culture/Local Culture + Insights category. This award recognized how the film captured local culture and consumer insights, telling the story through the lens of motorbike riders in Thailand who often help each other by 'pushing' a bike to keep it moving forward, in the events of a malfunction such as breakdowns, running out of fuel, or flat tires. Similarly, Car4Cash stands by its customers, helping them overcome financial challenges with genuine understanding, offering comprehensive loan services for vehicle owners to support them through difficult times.

THE WORK 2024 awards, organized by Campaign Brief Asia, recognizes the best advertising agencies across the Asia-Pacific region, by evaluating advertising campaigns submitted for consideration. This year, Thailand submitted 556 entries out of a total of 4,189 entries from across the region.

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