KASIKORNBANK Bets on Small Moments to Build Big Loyalty in Thailand
KASIKORNBANK's 'How are you doing?' is a five-and-a-half-minute narrative film produced by Grey and released in Thailand in August 2017, following a boy and girl whose friendship spans from the 1980s to the present and reunites through the quiet power of small, remembered gestures, anchored by the hashtag #GoodImpressionsLiveOn.
The campaign operates on a straightforward emotional thesis: the smallest impressions leave the most durable marks. Rather than foreground product features or interest rates, KASIKORNBANK chose to present itself as a brand that understands the texture of long human relationships. The film traces a friendship through separation and circumstance, eventually arriving at reunion — a structure that maps, implicitly, onto the bank's own proposition of steady, unhurried presence across a customer's financial life. This approach places the campaign firmly within the tradition of Thai financial services advertising, which has long favoured emotionally layered storytelling over transactional messaging.
In Thailand, where KASIKORNBANK ranked fourth by assets, loans, and deposits among the country's 14 commercial banks as of December 2017, according to kasikornbank.com, the competitive imperative to differentiate on values rather than products is acute. The film launched in August 2017 and was archived by AdsSpot Advertising Archive on August 24, 2017, as reported by adsspot.me. Coverage from Branding in Asia on August 21, 2017 confirmed the campaign's rapid circulation across the Thai digital media landscape. The creative vehicle is a single film asset — lean in production scope, ambitious in emotional reach — positioning 'How are you doing?' as a brand-building investment rather than a performance-driven activation.
KASIKORNBANK competes in one of Southeast Asia's most concentrated banking markets. In Thailand, the bank held 15.0% of commercial-bank loans and 15.5% of deposits at December 2017, according to kasikornbank.com, placing it in direct contest with larger rivals Bangkok Bank and Siam Commercial Bank for both market share and brand salience. In that environment, advertising that simply recites product credentials risks invisibility. Grey's strategic answer was to excavate a universal insight — that people remember how they were made to feel, long after the circumstances that produced that feeling have passed — and build the entire campaign around it.
The Thai financial services sector was undergoing meaningful digital expansion at the time of the campaign's launch. The Bank of Thailand, as cited by oxfordbusinessgroup.com, was actively encouraging financial institutions to invest in customer relationships as mobile banking adoption accelerated across the country. Against that backdrop, 'How are you doing?' served a dual purpose: it reinforced KASIKORNBANK's emotional relevance to existing customers while presenting the bank to younger audiences as an institution that thinks in decades, not quarters. The hashtag #GoodImpressionsLiveOn extended the narrative beyond the film itself, inviting Thai audiences to connect the campaign's message to their own remembered moments of human kindness. This social layer was not incidental — it was the mechanism by which a five-and-a-half-minute film became a participatory cultural object rather than a broadcast advertisement.
Grey's creative strategy for KASIKORNBANK proved durable. The agency, operating through its Bangkok affiliate GREYnJ United, returned to the brand in February 2018 with the 'Friendshit' campaign and again in 2019 with 'Renaissance Man', as documented on clapboard.com — evidence that the emotional storytelling framework established by 'How are you doing?' shaped the client-agency relationship well beyond a single execution.
Grey constructed 'How are you doing?' as a period-spanning narrative film running five and a half minutes, a format that demands sustained audience attention and rewards it with emotional payoff rather than quick persuasion. The film follows a boy and a girl whose friendship develops across decades, beginning in the 1980s, and traces how separation and circumstance shape — but do not sever — the bond between them. As described by Branding in Asia in its August 2017 coverage, the story ultimately arrives at reunion, with the implicit argument that small acts of genuine regard accumulate into something irreversible.
The production deploys period-accurate visual design to anchor the audience in each era of the story, a technique that asks viewers to track both the characters' ages and their emotional states across time. This dual tracking creates the film's central tension: will the impressions made in childhood survive the pressures of adult life? The answer, delivered with restraint rather than sentimentality, affirms the campaign's core message without overstating it. The hashtag #GoodImpressionsLiveOn functions as a verbal distillation of the film's thesis, carried from the screen into social media sharing with notable efficiency, as demonstrated by the campaign's rapid view accumulation on launch day.
Production credits for 'How are you doing?' are not publicly documented beyond the agency attribution to Grey and its Bangkok operation GREYnJ United, as recorded on clapboard.com and adsspot.me. The campaign was created for KASIKORNBANK and comprises a single film asset, indicating a focused production investment directed entirely at narrative impact. The formal choice to work in long-form film rather than a 30- or 60-second spot signals confidence in the Thai audience's appetite for story-driven financial services communication — a confidence the view figures subsequently validated.
KASIKORNBANK's 'How are you doing?' generated 3.3 million Facebook views and 1 million YouTube views on its launch day in August 2017, according to Branding in Asia. Combined social media reach exceeded 11 million views by August 21, 2017, as reported by Branding in Asia — a figure that places the campaign among the more widely circulated Thai banking films of that year. These numbers are notable precisely because they were achieved by a single five-and-a-half-minute asset with no reported paid amplification infrastructure documented in publicly available sources.
No verified campaign-specific awards for 'How are you doing?' are publicly documented across Cannes Lions, the Effies, The One Show, D&AD, Clios, Webby Awards, or WARC Awards. KASIKORNBANK's 2017 corporate materials reference a Best Marketing Campaign award, as noted by kasikornbank.com, but do not attribute it specifically to this Grey production. The campaign received coverage from Branding in Asia but no verifiable trade press attention from Campaign, Ad Age, Adweek, The Drum, or Contagious, which limits independent corroboration of its broader industry impact.
Structurally, the campaign demonstrates strong alignment between format and objective. Long-form narrative film is an efficient vehicle for brand-level emotional positioning, and the hashtag mechanism gave the film a social afterlife that short-form content rarely achieves organically. The view velocity — crossing 11 million across platforms within days — suggests genuine audience appetite rather than algorithmic amplification alone. Clapboard rates 'How are you doing?' at 63 out of 100, recognising its emotional craft and launch-day momentum while noting the absence of verified award recognition and limited documented long-term business impact in publicly available sources.
'How are you doing?' is a five-and-a-half-minute film by Grey for KASIKORNBANK, released in Thailand in August 2017. It follows a boy and girl whose friendship spans from the 1980s to the present, arguing through the hashtag #GoodImpressionsLiveOn that small acts of human regard create enduring connections.
The campaign reached 3.3 million Facebook views and 1 million YouTube views on launch day in August 2017, according to Branding in Asia. Combined social media reach exceeded 11 million views by August 21, 2017, making it one of the more widely circulated Thai banking films of that year.
Grey created 'How are you doing?' for KASIKORNBANK through its Bangkok affiliate GREYnJ United, as documented on clapboard.com. The agency continued working with KASIKORNBANK on subsequent campaigns including 'Friendshit' in February 2018 and 'Renaissance Man' in 2019, confirming a sustained creative relationship.
No verified awards for 'How are you doing?' are publicly documented across Cannes Lions, the Effies, D&AD, The One Show, Clios, or WARC Awards. KASIKORNBANK's 2017 corporate materials reference a Best Marketing Campaign award, per kasikornbank.com, but do not attribute it specifically to this campaign.
#GoodImpressionsLiveOn is the social hashtag anchoring the 'How are you doing?' campaign, encapsulating its central argument that small, genuine gestures accumulate into lasting impressions. It extended the film's narrative beyond broadcast into participatory social sharing, contributing to the campaign's rapid view growth across Thai digital platforms in August 2017.
KASIKORNBANK ranked fourth among Thailand's 14 commercial banks by assets, loans, and deposits at December 2017, according to kasikornbank.com. The bank held 15.0% of commercial-bank loans and 15.5% of deposits, placing it in direct competition with Bangkok Bank and Siam Commercial Bank for market share and brand relevance.
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