FARM RAK - THE SEEDING FRIENDSHIP PROJECT

TitleFARM RAK - THE SEEDING FRIENDSHIP PROJECT
ClientSC ASSET
Product / ServiceHOUSING DEVELOPMENT
CategoryA01. Corporate Reputation & Communication
EntrantJ. 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

The Campaign

Farm Rak by SC Asset created communications going beyond traditional real estate advertising with true stories that helped form real communities. The campaign started with real activation in prototype communities and after that, we took the real friendship that actually happens in the community to make an integrated campaign to make a PR. With the success of the project in terms of both brand impacted and improved quality of life, it has extended spontaneously to other estate.

The Brief

We want to communicate that we are 'friendly community' because MI Advisory research showed that Thai house buyers considered 'friendly environment' (ie atmosphere, neighborly feeling) as an important factor.

Results

- The integrated campaign inspired from true friendship within community spread throughout the media and earned media valued total 976,165 USD. - 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. - According to MI Advisory brand health research, Brand awareness moved from no.9 to no.6 among housing developers. - Despite the small spend, in terms of communication awareness, it moved from no.7 to no.5. - SC Asset new home owners are happy with their homes, happy with their neighbors, happy with their new life and happily telling others. - Views on YouTube have been more than 3,000,000 views with a lot of comments and requests to help set up their own local communities.

Execution

'FARM RAK' The Seeding Friendship Project. The project that uses planting vegetables as a tool to break the ice, form friendships and initiate sharing between homeowners. Each home gets different vegetable seeds and a map to show what plants neighbors are growing. Whenever you need some vegetables, you can simply ask from your neighbours. From a simple conversation, neighbours start to know each another and this later leads to friendships within the community that go beyond boundaries. The integrated campaign inspired by true story had been spread throughout the media. It triggers an awareness in Thai society to realize that SC Asset is a friendly community and worth moving into.

The Situation

SC Asset Housing Development believes good neighbours help make for better living. But to PR our belief when it lacks of convincing messages it is difficult to make the consumers trust in our brand.

The Strategy

SC Asset started with several prototype projects at SC Asset communities by distributing 'FARM RAK: THE SEEDING FRIENDSHIP PROJECT' which helps form friendships and initiate sharing between homeowners. After that, we took the real relationship that actually happens in the community and blow up as an PR campaign to reach mass target. The realness of all friendships are very powerful to make a good PR campaign.

Credits

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