K PLUS, the most popular mobile banking app from KBank, had to launch a new app interface with new AI features, new logo and new functions. But Thai people hate changes, especially when it comes to apps that they’re already used to. In addition, the new AI features may make them feel uneasy. We had to find a way to minimise negative reaction while reassuring customers that despite the app changes, our promise to deliver excellence remains unchanged.
Thai people hate changes. But they love binging on online films. So we created a film that entertains them while reminding them that change is great. In the film, a young man is having difficulty wrapping his head around reality, as his girlfriend goes through numerous ‘upgrades’, flipping through faces, ages, genders… Eventually, he comes to love the new version of his girlfriend just the same and realises that change can be awesome.