Thailand's Pruksa launches first thematic campaign in two decades

The campaign, created by Y&R, will run across TV, OOH, mobile and online for three months. It's the first thematic campaign of this kind that Pruksa has launched in 20 years.

The 60-second TV spot intends to show that Pruksa always has in mind the needs of its customers and employees during the product and service development.

“Advertising by Thailand's real estate category is conventionally about style and status projection,” Oliver Kittipong Veerataecha, chief strategy and innovation officer at Y&R Thailand, told Campaign Asia-Pacific.

“Pruksa's new campaign is disrupting this convention by focussing on the company's passion for customers' total satisfaction, doing things 'mindfully', as the focal value of everything that Pruksa does is embedded in the entire value chain of business operation.”

The TVC used real employees as presenters to show Pruksa’s strong commitment to embracing employee engagement.

Veerataecha said a strong brand should be built using an inside-out approach. “Shared values amongst all stakeholders from employees through suppliers and customers must be taken into consideration as demand for a reliable housing brand in Thailand is ever-increasing,” he added.

Pruksa is Thailand’s leading real estate company, with 3,500 employees and revenues of 22 billion baht (US$700 million) in the first half of 2013. It aims to be among Asia’s top-10 real estate companies by 2018 and strives to be No.1 in the consumer’s mind. The company plans to launch more than 60 projects nationwide this year.

CREDITS

Agency Y&R Thailand
Client Pruksa Real Estate Public Company Limited.
Brand Pruksa Real Estate Corporate Branding
Chief marketing officer Chaowapark Srikasem
Chief client officer Narong Chokpiboonkarn
Chief strategy & innovation officer Kittipong Veerataecha
Associate planning director Noravee Pechlert
Chief creative officer Trong Tantivejakul
Creative group head Nuwadee Ketruangroch
Art director Ukrit  Karnsomwan
Agency film producer Kamonthip Pa-obthong
Film director Thanonchai Sornsriwichai
Production company Phenomena (Thailand)
Production company producer Panida Ngamsompong
Post production Cine Digital Sound Studio