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About
The World’s Most Entertaining Loan Application Form
Innovation presentation
The objective was set to help increase the number of Auto Loan Application Form in Krungsri Market website, www.krungsrimarket.com, the online marketplace you can buy or sell used car. It’s a classified website where people can also ask for the loan right away once they choose their preferred car. This means the winning strategy is to get qualified loan application forms as many as we can in order to follow up and convert them into loan contracts.
We identified the strategy as ‘The World’s Most Entertaining Loan Application Form’ which we turned the ‘Static Loan Application Form’ to be an ‘Interactive Music Video’. ‘PAPA Form’ is going to be ‘The First Fun Form to Fill’ among all the forms ever been made and used in the world’s financial industry. This is an interactive form where every field will turn into a tailor-made music video. Your input will turn into lyrics like ‘Vehicle Type’, ‘Price’ and even ‘Province’.
‘Word of Mouth Online Network (WOMON)’ or Thailand’s Popular Facebook Fan Page Network, was selected to help create conversation on the Interactive Music Video, then followed by the YouTube’s True View to increase awareness.
The results were almost 300% increase in ‘Completed Forms’; the web page ‘Bounce Rate’ had been reduced from 80% to 30% which then brought 92% ‘Car Sales’ increased.
Uniqueness of the project
We came up with the strategy by checking out what the boredom of filling this form could be. The answer was its lengthier static form which had generated 80% of this web page’s bounce rate in the past. We decided to make the form the most entertaining as much as we could. For Thai people, Music category seems to be the best solution since we have already registered ‘Yellow Big Daddy Music VDO’ at the first launch of Krungsri Market website (4.5 million views as seen here, https://youtu.be/ORuoRiHmQzk). We, therefore, continue carrying on the ‘Yellow Big daddy Music VDO’. But this time, we create the personalized Music VDO based on the data they fill in (as they normally do).
