Cultural / Context information for the jury

We use the insight from the experience of living with an extended family in one household(typical asian culture), which usually comes with day-to-day living problems. They tend to fix their home needs by relying on home improvement items, a short-term solution that makes everything more tolerable. But they do not essentially solve the problem and they don’t provide a pleasant living experience. We choose 3 Thai’s most common major living insights; lack of privacy, unpleasant or no view at all, and living so far away from the heart of the city. From those reasons we created our 3 ridiculous items, the “Feel like a NEW HOME Collection”,; This collection’s purpose was to trigger consumers that these ridiculous home improvement items aren’t the true solutions and their benefits won’t last long, a proof of why they shouldn’t miss out on the sales event.

Write a short summary of the ambient work.

The items in this collection were delivered by direct mail to potential buyers and those who registered on our Facebook page and website. They were also displayed and distributed at various home improvement stores. Every item comes with a message“Feel like” is never enough, better buy a new home. All three items from this collection gained a lot of public interest; their photogenic essence drove online virality. But what’s most important is that our target audience engaged with the campaign that leads to sales events both online and on ground. Result:People love the “Feel Like a New Home” Collection. With 32 million total impressions in the first week, +86% Traffic to sales gallery +1615% Website visitors However a lot of people do not want to just “feel like”. During the campaign period, 19 home projects were all SOLD OUT Bringing in a total sales of 130 Million USD(4,300 million THB)