| Title | FARM RAK - THE SEEDING FRIENDSHIP PROJECT |
| Brand | SC ASSET |
| Product / Service | HOUSING DEVELOPMENT |
| Category | C01. Acquisition & Retention |
| Entrant | J. WALTER THOMPSON BANGKOK, THAILAND |
| Entrant Company | J. WALTER THOMPSON BANGKOK, THAILAND |
| Advertising Agency | J. WALTER THOMPSON BANGKOK, THAILAND |
| Production Company | SABAIJAI POST PRODUCTION Nonthaburi, THAILAND |
| Name | Company | Position |
|---|---|---|
| Satit Jantawiwat | J.Walter Thompson Bangkok | Chief Creative Officer |
| Torsak Chuenprapar | J.Walter Thompson Bangkok | Creative Director |
| Chomchada Kuldiloke | SC Asset | Marketing Communication Director |
| Nopharit Dusadeedumkoeng / Kanit Mingmuang | J. Walter Thompson Bangkok | Copywriter |
| Charnpanu Suchaxaya / Noparat Sethpakdee / Arm Buddhaphol | J. Walter Thompson Bangkok | Art Director |
| Preeyapak Bongpipat | J. Walter Thompson Bangkok | Account Director |
| Supaluck Luangwilaiwan | J.Walter Thompson Bangkok | Account Manager |
| Warich Fongamornkul | SC Asset | Marketing Communication Manager |
| Tharaputh Charuvatana | SC Asset | Media Planning Director |
| Kanokwan Kunaruangroj | SC Asset | Media Planning Manager |
| Prachawan Ketavan | J. Walter Thompson Bangkok | Strategic Planning Director |
| Rujeeporn Navakul | J.Walter Thompson Bangkok | Strategic Planning Manager |
| Prewprae Mungkorn | J. Walter Thompson Bangkok | Strategic Planner |
| Jiroj Mechoojit | J. Walter Thompson Bangkok | Production Director |
| Jiraporn Channawach | J. Walter Thompson Bangkok | Production Co-ordinator |
| Nadya Metasiri | Sabaijai Post Production | Editor |
| Somnuk Loisawai | Sabaijai Post Production | Sound Engineer |
| Mixi Sound Studio | Mixi Sound Studio | Sound Studio |
Farm Rak by SC Asset made communications go beyond traditional real-estate advertising with real communities and real stories created. The campaign started with real activation in prototype communities and had a mass impact. With the success of the project in terms of both brand and quality of life, it became a model for other estates.
SC Asset wanted to bring back the good old days when everyone was surrounded with good neighbors. With a relatively small budget, SC Asset couldn't afford to use nationwide impactful long-length TVCs to broadcast our idea. We found out that one thing that could make communication impactful and go viral was real stories from real situations. Therefore, SC Asset started with several prototype projects at SC Asset communities. Each home got different vegetable seeds and a map to show what plants neighbors were growing. We encouraged the homeowners to interact each other via activities such as cooking workshops. The integrated campaign inspired by true story had been spread throughout the media for mass target.
The targets are both the group of existing homeowners and people (above 25 yrs old) working in the central business district. They are successful in life and place great importance on their family. They do their best for work, select the best for their family and expect the best in and from life.
- Consumer perceived SC Asset as a friendly community, worth moving into. - Traffic in sales office increased by 65% - Sales increased by 26% after the campaign had been launched. - Views on YouTube is over 3,000,000 so far with a lot of positive comments and requests to help set up their communities. - According to MI Advisory brand health check research, Brand awareness moved from no.9 to no.6 among property developers - SC Asset new home owners are happy with their homes, happy with their neighbors, happy with their new life and happily telling others. - The integrated campaign inspired from true friendship within community spread throughout the media and earned media valued total 976,165 USD.