“Krungsri Samurai - Ginza Challenge” campaign Qorus Banking Innovation Awards 2015 - Winner

“Krungsri Samurai - Ginza Challenge” campaign is the first marketing campaign in Thailand credit card market that offers its credit card members the new experience for dining privileges via mobile application “Krungsri Samurai” that linked with GPS of participating restaurants with mobile game in real time. Recently, since Tokyo Mitsubishi MUFG becomes the main shareholder of Krungsri Ayutthaya Bank, then the key objective is to build brand differentiation by being the leader in Japanese segment. This also aligns with the company’s key strategies which are own Japanese lifestyle segment, create innovative campaigns and go digital. The campaign has the highest participating restaurants with total 400 dining outlets throughout the country leading by the 3 largest Japanese chain restaurants in Thailand Fuji, Oishi and Central Restaurant Group (CRG) also other well-known restaurants. The campaign presented the ability to co-operate with internal and external parties of the organization such as marketing, merchant service, IT, customer services, adverting agency, mobile application developer, event organizer, press and all related suppliers. For the campaign result, our sales volume of Japanese restaurants increases dramatically at 70% year on year growth, total sales volume is 270MB very close to target. Krungsri Samurai won total of 9 Awards which are “RBI Asia Trailblazer Awards 2015”, Singapore ( Apr’15), “Customer Experience in Financial Services Asia Awards (CXFS) 2015, Singapore” (May’15), Smart Card & Payment Awards 2015 , Dubai “ (May’15), Krungsri Consumer –Internal Award (Mar’15) and Cards & Electronic Payments International Asia Summit & Awards 2015, Singapore (Sep’15).