Bangkok, Thailand – Home improvement retailer Boonthavorn has partnered with Wunderman Thompson Thailand to launch its newest campaign that shows the complicated differences between generations living together in one house.
In this new campaign, Boonthavorn brought the spotlight to their ‘Live Our Way’ brand message with a captivating five-minute suspense film that features a grandfather and grandson living together, both having a hard time meeting each other’s requests as they make decisions for their generational home improvement.
The short films reflect the current societal context in Thailand, where move-out rates for families are starting to decline, with some homes now housing up to four generations of families. With this, the film highlights the fact that home renovations can become a tense subject, as all generations have their own personal preferences and needs that they would like to see in their home.
Boonthavorn’s campaign aims to remind families that home is a space of joy and safety, and, therefore, everyone living there must learn to converse and meet halfway about their expectations, needs, and preferences in order for a more peaceful coexistence.
Alongside the film, the campaign also includes the launch of an AI design conversation tool that allows consumers to input their dream interior vision to create a life-size ‘door poster’. Made by joining the capabilities of AI and Boonthavorn’s EVERYROOM team of room stylists, the free-of-charge design will be given to homeowners as a key visual based on their own ideas.
The poster will be hung on the homeowners’ room door to get a conversation started with other occupants. Upon concluding the conversation, consumers can simply scan the QR code next to the doorknob to access the shopping list quickly and conveniently on Boonthavorn’s website.
Chanat Choochart, deputy managing director for digital business and branding at Boonthavorn Retail Corporation Public Company Limited, said, “The move-out rate of family members has declined in Thai families during the past three years amid changing attitudes and social context that alter people’s behaviours in favour of continued living with family.”
He added, “More than ever, the home has become the space of family joy and the safe zone for many people, being the place of residence, entertainment centre, workstation, and leisure. A happy life therefore starts at home. At Boonthavorn, we are encouraging families to talk about expectations as the starting point of a co-created home space, which is the idea behind Boonthavorn’s ‘LIVE OUR WAY’ concept.”
Also speaking on the campaign, Park Wannasiri, chief creative officer at Wunderman Thompson Thailand, shared that data from the past few years indicates an uptrend in home renovation.
Park said, “We want to connect Boonthavorn with this opportunity to capture business growth and build brand love among new audiences. To come up with the door poster idea, we began with insights into home renovation behaviours of Thai people. And with family conversation emerging as the master key, our challenge is to figure out what the brand can do to help people start it and enable everyone in the family to exchange renovation ideas in the most visual way.”
“Door poster itself, as a creative idea, is not easy to realise. It involves cross-departmental collaboration on the client’s side, including stock management and the EVERYROOM team of designers who have to work with AI to create door poster illustrations that match the needs of each customer the most. All these come true with multi-departmental collaboration within Boonthavorn and the fun we had while working hard together,” he added.
