For over 40 years, Boonthavorn has been a well-known name in Thailand as a leading home improvement retailer. As the trend shifts from new home builds to renovating, it might seem that Boonthavorn could effortlessly capture this growth. However, the situation is quite different. The home improvement category has undergone significant changes, along with shifts in consumer behaviors. Competition in the category has notably increased, with a surge in online retailers. Additionally, Thai consumers tend to adopt a cautious, gradual approach to home improvements, often prolonging their decision for years. Boonthavorn needed to not only reach consumers before competitors but also prompt them to act, be top-of-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.

Boonthavorn’s “Live Our Way” campaign,emphasizing the need for open communication within families, especially when it comes to home renovations.

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.

The door poster will be printed out for a visual starting point for discussing home improvement ideas with your family. Once agreement is reached, the QR code can be scanned, connecting user direct to Boonthavorn’s commerce platform so users could begin building their dream space.

Thai people have always lived in multi-generational households – not out of necessity, but out of cultural preference and tradition. It was common for three generations to live happily in one home together.

But with increased urbanization and a preference for new home builds, this conventional practice started to decline – home design and layout shifted and with it the behavior.

And then came the pandemic, and then the recession. Move out rates slowed down and with it, a new surge of multigenerational households coming together once again – but not without tension and complexities imposed by modern life.

We needed to address these tensions, and we decided to do so in a way that celebrated cross-generational interaction, rather than focus on the negative. This way Boonthavorn can be seen as an empathetic home improvement partner, not just a utilitarian retailer.

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 : https://www.boonthavorn-liveourway.com 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.

The door poster will be printed out for a visual starting point for discussing home improvement ideas with your family. Once agreement is reached, the QR code can be scanned, connecting user direct to Boonthavorn’s commerce platform so users could begin building their dream space.

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