PAPA Form-The World’s Most Entertaining Loan Application Form Qorus Banking Innovation Awards 2016 - Winner

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.