For over 40 years, Boonthavorn has been a familiar name in Thailand as a leading home improvement retailer so as the boom of Thai families opting for new home builds declines, and the trend has now shifted towards a preference for renovating, it could be expected that Boonthavorn could simply capture this growth with minimal effort.

There has been a significant increase in competition in the category including the exponential growth of online retailers within the category, and those adjacent to it.

Moreover, Thai consumers prefer to take a “cautious, slow work-in-progress” approach to making the decision of committing to home improvements – sometimes prolonging the commitment for years.

Boonthavorn needed to not only cut-through and reach consumers before competitors did, but it also needed to speed up the trigger to act, be the brand that comes to mind, be considered, and become the preferred partner in home improvements.

Spark a cross-generational conversation and foster family dialogue by making home improvement aspirations tangible.

With the cross-generational conversation ignited, we launched the way to make home improvement conversations tangible, and to make them happen in the home itself.

We created “The Door Poster” – a service that created life-sized posters for doors to open conversations about home improvements. Consumers could visit our website and outline their preferences and needs. Our program collaborated with the design team and AI, syncing with Boonthavorn's product stock data, to create customized special rooms based on their preferences.

After pandemic , In Thailand , Homebuying slows down by 33.5%

Thai people living in multigenerational house has increased to 70.8%

Home renovation rates are rising by 20%

Target Group: Multigenerational Thai Families in Bangkok (Ses B+) Characteristics:

1. Young home improver who lives in confined spaces in multigenerational setups.

2. Socioeconomic Status: Ses B+.

3. Strong interest in home improvement and space optimization.

4. Online-savvy, actively searching for inspiration online.

5. Regularly visit on-site home improvement stores for hands-on experiences. Marketing Approach: Position our brand as the ultimate solution for enhancing limited living spaces. Emphasize the convenience of online inspiration while encouraging physical visits to our stores for a tactile and immersive experience. Showcase innovative, space-saving products tailored to the unique needs of multigenerational living in Bangkok.

Introducing "The Door Poster" service,

Create life-sized starting doors to open conversations about home improvements.
To engage family member and creating internal family media placement to communicate among family members. This will help everyone see the same vision and become a simple tool that direct people to Boonthavorn’s product and service.

Visit boonthavorn-liveourway.com Tell us your preferences and needs.

Our program will collaborate with the Boonthavorn's design team and AI ,

syncing with Boonthavorn's product stock data. will create customized special rooms for each individual based on their preference.

The door poster will be printed out, personalized to your needs.

Visualize as your starting point for discussing home improvement ideas with your family.

When an agreement is reached, scan the QR code on the Door Poster.

It will direct to Boonthavorn's commerce platform,

allowing you to check out and begin building your dream space right away.

Boonthavorn was able to reach consumers in an empathetic and distinctively on-brand way, through storytelling and tangible experiences – by fostering family dialogue and being a key facilitator of home conversations about home improvements, Boonthavorn was able to genuinely connect with consumers as a home improvements partner.

The campaign ignited conversations and got Thai households engaging in home improvement conversations – all enabled and facilitated by Boonthavorn.

Within a week, 2300 customized door posters were created, 2300 conversations made. Website traffic increased by 20% and the media widely joined the conversation generating significant talkability and buzz.

The campaign delivered:

- 37.5M Impressions

- 88K Users visit website

- 2300 Door Posters were generated

- 2M PR Value