The campaign launched with a captivating five-minute film highlighting the complicated differences between grandfather and grandson living together. The tension builds and ultimately disappears with the complexities of cross-generational communication around home improvement being resolved. This ignited a way to make home improvement conversations tangible and happen in the home itself.

Synopsis

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

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 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 improvements partner, not just a utilitarian retailer.

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

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.

This was not the case. A lot has changed in the broader home improvement category and the consumer behaviors within it.

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