While Boonthavorn is popular amongst the 40+ target group, the younger generations Y and Z have perceived distance and irrelevancy towards the brand. Thus, the goal is to implement a rebranding campaign to create deeper connection to the younger generation of consumers and become their preferred choice of modern specialty store for home decoration and improvement. To best connect with these generations, the campaign demonstrates how Boonthavorn has embraced their shared values and become their voice.

“Live Your Way”. When it comes to home improvement, there are many factors that take you away from what you really want for your life—whether it’s fear of being different, caring too much about the current trend, or not finding exactly what you’re looking for. So, you end up choosing whatever’s available just like everyone else. When you think that “anything is good” for your home, that’s when you don’t get to live your way.

Boonthavorn empowers consumers to live their ways by not settling, and by choosing exactly what they want—a need which Boonthavorn can readily serve through its depth of product, services, and expertise beyond any other home improvement and decoration brands in Thailand.

In our modern world, Gen Z and Gen Y embrace diversity and undoubtedly cherish individuality with more expectation towards the brand to share this value. Everyone wants to live their way, but in today’s world it isn’t always easy. We are swayed by external factors, by doubts, and by our own hesitations. But if there’s one place that people can be their true selves uncompromisingly, it starts with the home.

To connect with young consumers and communicate that Boonthavorn’s depth of products, services, and expertise can best serve their needs, the brand plays on the insight of “settling” along the way—a moment of weakness that happens to home improvement customers, even this generation. By empowering this generation of customers to stay true to their individual choices for their space and life, and embrace their own style and eccentricities, the brand then becomes a voice for its customers.

To fit with the younger generation, the direction follows a non-linear narrative. Starting with a pivotal moment of truth enhanced by entertaining time travelling, and then transitioning into a full-fledged anthem. This resulted in a non-traditional style of branding film.

Impact: The brand film for Boonthavorn had a significant impact, increasing brand awareness and generating positive sentiment. It also drove business growth by 5-7%.

Reach: The film had over 27 million views, increasing exposure to a wider audience.

Engagement: The film generated high engagement, with viewers leaving positive comments and sharing it on social media. Earning free media worth over 20 million baht.

Change in Behavior: The film influenced customers to choose Boonthavorn, proving by more sales of stylish and modern items.

Brand Perception: The film improved brand perception, changing it from being for older people to a brand that appeals to all generations.

Achievement against objectives: The film achieved its objectives of increasing brand awareness and positive sentiment. A brand health check after two months showed positive results, and the film drove business growth.