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.

Friction arises between generations when the grandson decides to renovate the family home that has been lived in for many decades. However, the idea of asking his grandfather to participate in the renovation does not seem agreeable to the elder. Leading the way, the grandson invites his grandfather to play a game of Rock, Paper, Scissors, using the home as the ultimate stake. If the grandfather loses, the cherished family home will be renovated.

As tension rises, the elder loses the game, and witnessing the demolition of the decades-old house shatters his heart. Boonthavorn, the country's leading Expert Home Improvement Store, steps in, suggesting a gentle approach to facilitate communication and share the same vision among family members. "Door Poster" service provides custom life-size door posters, encouraging friendlier conversations about home improvements and leading every family to a more amicable way of living.

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