FINNIX Tackles Informal Loan Crisis with Full-Funnel Marketing “Confession of Loan Sharks” Campaign, Aiming for 15% Brand Awareness Growth and Saving 300,000 Customers from Loan Sharks

FINNIX, the legal AI-powered loan app from MONIX Co., Ltd., has launched the “Confession of Loan Sharks” campaign to address the informal debt crisis. This innovative campaign uses the metaphor of debt collectors confessing their sins in an easily understandable format to highlight the struggles faced by many Thais trapped in informal debt cycle. Through a comprehensive full-funnel marketing strategy—covering online, offline, and on-ground approaches—the campaign aims to reach the underserved across the country, particularly in major provincial cities. The goal is to increase brand awareness by 15% and help an additional 300,000 people this year, reinforcing FINNIX’s position as Thailand’s leading digital loan app that genuinely understands and assists low-income individuals in dealing with informal debt.

Ms. Thiranun Arunwattanakul, Chief Operating Officer of MONIX Co., Ltd., stated, “Since its launch, the FINNIX app has thrived despite challenging economic and social conditions. Currently, the app has been downloaded more than 20 million times and has disbursed over 36 billion Baht in loans. The ‘Confession of Loan Sharks’ campaign builds on this success. It aims to drive growth and expand our customer base, especially in provincial areas. This campaign is a key initiative for creating new brand awareness by leveraging real customer insights to produce content that resonates with the target audience. Our full-funnel marketing strategy and 360-degree advertising approach are designed to connect with the underbanked facing informal debt through every possible channel.”

The campaign, presented as “Confession of Loan Sharks,” adopts an edutainment format. It features informal debt collectors confessing their exploitation of borrowers, illustrating how these practices lead borrowers into a cycle of suffering. The campaign kicks off with a short film advertisement showcasing the issues of informal loans and presenting the FINNIX app as a solution. With approval times as fast as 5 minutes, loans available anytime and anywhere, transparency, no hidden fees, full credit limits, no usage pressure, no need for slips or guarantors, and flexible repayment options, the film highlights the app's benefits. The ad is available on FINNIX’s YouTube channel at https://www.youtube.com/watch?v=H7BulnK9PNM&t=5s. Moreover, more engaging content is planned for release.

The “Confession of Loan Sharks” campaign employs a full-funnel marketing strategy, integrating a 360-degree proactive communication plan. It involves a comprehensive marketing budget and allocation across various media. In addition to ongoing online media efforts, it introduces offline and on-ground channels to maximize reach, especially in provincial cities. Insightful analysis of media touchpoints in customers' daily lives helps select targeted media, enhancing brand credibility and effectiveness. The 6 main channels include:

1. Digital Media: Utilizing social media platforms and online ads to broadly reach the target audience using effective tools for creating awareness and customer decision-making, such as ads on popular social media like Facebook, TikTok, and YouTube.
2. Influencers: Collaborating with diverse and influential influencers to create engaging content, enhancing the app’s credibility and decision-making.
3. TVC: Supporting popular TV programs on major channels to reinforce brand credibility and expand national reach.
4. Radio: Featuring a catchy special song by Janet Kiew, a versatile singer known for turning popular songs into viral content.
5. Billboards: Placing billboards in key provinces like Chiang Mai, Chonburi, and Nakhon Ratchasima, including local banners and public transport ads.
6. Troops: Organizing on-ground events in Chiang Mai, Chonburi, and Nakhon Ratchasima to provide easier access to financial opportunities for the underserved and to raise awareness about informal loan services through the FINNIX app.

“FINNIX is dedicated to helping Thais break free from informal debt by offering safe, transparent loans through a full-funnel marketing strategy to reach low-income individuals nationwide. We believe this campaign will successfully boost brand awareness and expand our customer base, with a challenging goal of raising brand awareness by 15% and assisting 300,000 more Thais out of the informal debt cycle by the end of this year,” Ms. Thiranun concluded.