"Sammakorn", a housing developer lacks brand awareness and recognition. Moreover, it’s unlucky in met that its name is similar to the revenue department. People often confuse "Sammakorn" with "Sanpakorn".

The confusion was so bad that people messaged Sammakorn's social media accounts asking about tax filing even their employees were confused with the tax collector.

So, this campaign was created to raise brand awareness and recognition, solve the brand’s name confusion problem, and remind consumers that "Sammakorn" is not "Sanpankorn", we sell houses.

To address this issue we create a self-mocking campaign starting with a film

where Sammakorn personifies the brand and humorously addresses the name confusion issue that is also the big common pain that the audience feels related and wants to engage with this campaign,

Also, asking for sympathy and reminding them with the key message that Sammakorn is not Sanpankorn, we sells houses.

Sammakorn, a real estate brand in Thailand, has a smaller marketing budget than its competitors, leading to low brand awareness.

For this campaign, Sammakorn targeted media at people interested in buying a home, using Facebook, which is a channel commonly used by Thais looking to buy a home to search for information.

Moreover, this campaign utilizes a humorous storytelling approach to address a common social pain point and encourage audience participation by inviting people to share their own name confusion stories. This fostered a sense of community and further emphasized the relatability of the campaign message that people want to engage.

Finally, this campaign made Sammakorn become a brand that people talked about on social media until its brand search volume growth rate became No. 1 among real estate brands in Thailand.

We start with an online film that portrays Sammakorn's struggles through a frustrated Sammakorn employee who had to deal with repeated cases of confusion because people thought Sammakorn was Sanpakorn, a Thai revenue department. She tried various methods to solve the problem, but nothing seemed to work. So finally, she left out all her repressed emotions. Through the crafted storytelling, we repeat the brand name 16 times in 1 film in entertaining way.

And, because name confusion is a big common pain, we also further push the topic to social by inviting people to share their experiences.

The result of this campaign was over 7.6 million views and over 4 million engagements

and because name confusion is a common pain we invited people to share their experiences,

not only ordinary people but over 40 influencers and other brands also got involved.

From a confusing name to a brand people recall and actively seek increased by more than 80%,

this growth rate was No.1 real estate brand in Thailand