Farm Rak by SC Asset created communications going beyond traditional real estate advertising with true stories that helped form real communities.

The campaign started with real activation in prototype communities and after that, we took the real friendship that actually happens in the community to make an integrated campaign to make a PR.

With the success of the project in terms of both brand impacted and improved quality of life, it has extended spontaneously to other estate.

SC Asset wanted to bring back the good old days when everyone was surrounded with good neighbors. With a relatively small budget, SC Asset couldn't afford to use nationwide impactful long-length TVCs to broadcast our idea. We found out that one thing that could make communication impactful and go viral was real stories from real situations.

Therefore, SC Asset started with several prototype projects at SC Asset communities. Each home got different vegetable seeds and a map to show what plants neighbors were growing. We encouraged the homeowners to interact each other via activities such as cooking workshops.

The integrated campaign inspired by true story had been spread throughout the media for mass target.

- Consumer perceived SC Asset as a friendly community, worth moving into.

- Traffic in sales office increased by 65%

- Sales increased by 26% after the campaign had been launched.

- Views on YouTube is over 3,000,000 so far with a lot of positive comments and requests to help set up their communities.

- According to MI Advisory brand health check research, Brand awareness moved from no.9 to no.6 among property developers.

- SC Asset new home owners are happy with their homes, happy with their neighbors, happy with their new life and happily telling others.

- The integrated campaign inspired from true friendship within community spread throughout the media and earned media valued total 976,165 USD.