LINE BK, Thailand’s first ‘social banking’ platform, now offers full loan services to support a growing demand following Thailand's economic recovery. The song “Tee-peung-taang-LINE” was released and quickly went viral. LINE BK hopes  to become another choice for Thai people to conveniently access financial resources and we welcoming Thais with a minimum income of just 5,000 baht for loan applications. By the end of this year, LINE BK expected to reach 2 billion baht in outstanding loans.

Tana Pothikamjorn, Chief Executive Officer of KASIKORN LINE Company Limited or LINE BK, said, “ This year household loan demand is increasing in every segment, following Thailand's economic uptick.  However, the pandemic situation has affected not just the nation’s economy at large but also caused the complication of credit accessibility, especially among freelancers and those without fixed salaries.”    

LINE BK strives to extend this financial service offering so that Thai people can access a legal loan via LINE with a minimum of 5,000 baht income. Recently, as a part of iits marketing plan, LINE BK has just launched a song “Tee-peung-taang-LINE”. The song hit 5 million views on YouTube in just 2 weeks. It also went viral on TikTok where users enjoyed the #ที่พึ่งทางไลน์Dance and has already racked up 375 million views.

Currently, LINE BK offers two services; personal loans (Credit Line) and SME loans (Nano Credit Line) which have garnered significant interest. LINE BK has approved over 500,000 accounts at a total loan disbursed amount of 3 billion baht. More than half of LINE BK users are freelancers and around 80% reside upcountry. This year, LINE BK aims to support freelancers, and those without fixed salaries by providing a trustworthy source of funds. LINE BK aims to expand Its customer base nationwide and lend 2 billion baht in outstanding loans.by the end of this year.

Tana mentioned this marketing campaign via the song “Tee-peung-taang-LINE”, “It is our collaboration with Thailand’s music giant RSIAM of RS GROUP, featuring Bitoey, a well-known Thai country singer, and a rap star, URBOYTJ, to tell a story in a simple and catchy way that everyone can sing along to. Formerly, financial products could  be complicated and difficult to understand. The song talks about all the money pain points in a fun country/rap style, for instance, “End of month, it’s end of life, electricity bill arrives, I’m having a heart attack…” The song ends with a solution to all these problems with an earworm phrase Money…just LINE and Short of money? Get help through LINE”

“What we expect from this music marketing is the song to play its role in creating fun vibes for everyone with catchy phrases that are not too much of a hard sell. We hope that when people can remember the lyrics, they will eventually think of us.”

In addition to the music video, LINE BK has got an integrated plan to strengthen the message ‘Short of money? Get help through LINE’ such as LINE MELODY for a ring tone and a ring back tone, available for free download on LINE, along with a new commercial starring LINE BK presenter Bitoey RSIAM and URBOYTJ singing this song. LINE BK also has online and offline media to help boost awareness to cover Bangkok and upcountry. Last but not least, there is a LINE: BROWN & FRIENDS sticker, exclusive for LINE BK, to extend happiness and appreciation to the 4 million users, available for free download today - 15 May.