Advertiser: AP Thailand
Brand: AP Thailand
Agency: Cj Worx
AP Thailand wanted to gain more market share from the competitors, who were other well-established property development companies and wanted to maintain its stock price in Thai stock market, while the overall of property development business in Thailand is not performing so well. The company wanted to reconstruct the image and differentiate itself from other property development companies by communicating that AP Thailand is a property brand that can utilize space proficiently and effectively, even though property development business in Thailand has less and less space to offer to consumers.
In the property development business, communications through traditional media no longer grabs consumers' attention. AP Thailand wanted to find an innovative way to communicate the brand's philosophy to consumers, and at the same time, create opportunities for consumers to engage with the brand to build good relationships between consumers and the brand.