“Krungsri Samurai - Ginza Challenge” campaign

KrungsriSamurai is the application that provides special privileges and convenience of finding participating Japanese restaurants for cardholders of Krunsri.

Innovation presentation

“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).

Uniqueness of the project

This is the first time in Thailand credit card industry that offers privileges by using interactive mobile game. “Krungsri Samurai” campaign is the only one credit card campaign in Thailand that offers the best dining privileges discount up to 50% and cash back up to THB 1,000 at 400 participating Japanese restaurants by playing game through mobile application.

Successfully creates “Krungsri Consumer” brand differentiation by using 2 cute cartoon characters. The male bear name “Gin Jung”, means “love to eat”, and the female bear name “Shop Jung”, means “love to shop” as brand ambassadors. After the campaign launched, we received positive feedback from these charming bear characters.

The campaign presented the strong partnership as this is the first spending campaign of Krungsri that has the highest participating restaurants with total dininig 400 outlets. Especially we can gather 3 of the largest Japanese chain restaurants in Thailand that are direct competitors which are Fuji group, Oishi Group and Central Restaurant Group (CRG), to join in one campaign.

“Krungsri Samurai” app is the first lifestyle app that can bundle key outstanding functions which are special discount, check-in & share, play game, real time dining guidebook (by linking with social network and GPS that each restaurant is located). The concept of this app is to provide the most convenient and the best privileges offered with joy and exciting experience via mobile game.