Pruksa ‘Mind beyond invention’
Y&R has launched a new cross-platform campaign for Thailand’s leading real-estate brand Pruksa, bringing to life the company’s corporate values as ‘Mind beyond invention.’
The core idea is derived from Pruksa’s fundamental working mantra, throughout its value chain, to always put ‘mind’ into product and service development. The ‘Mind beyond invention’ campaign has been launched across all platforms including TVC, OOH, mobile and online.
Pruksa’s heart-warming TV explains that everything is done ‘because of you’, that everything is done with the consumer’s personal needs in mind. ‘Driving us to construct houses of the highest quality’, explains the voice-over, ‘driving us to overcome the impossible.’
Not only engaging valued customers, the campaign is also a strong commitment to embracing employee engagement. To reflect this, the campaign uses real employees as presenters.
The entire new brand communication guidelines, brand experiences and customer relationship management mark a new era of Pruksa brand communications and raise the bar for Thailand’s real estate industry.
Explained Oliver Kittipong Veerataecha, Chief Strategy and Innovation Officer at Y&R Thailand, “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. Thai people are seeking a strong brand that they can rely upon. ‘Mind beyond Invention’ therefore opens up a new conversation that engages and reflects a true leader promise for a better living experience.”
Pruksa is Thailand’s no.1 real estate company, with revenues of 22 billion baht in the first half of 2013. It aims to be among Asia’s top-ten real estate companies by 2018 and strives to be no.1 in the consumer’s mind. This year alone, the company plans to launch more than 60 projects nationwide. Competition in Thailand’s real-estate sector is extremely dynamic with new projects launching every day.
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
