VMLY&R Thailand is rebranding Thai home improvement retailer Boonthavorn and showing consumers how to ‘live their way’ in an entertaining new film.
The film, entitled ‘Ummm..,’ showcases the consequences you face if you don’t insist on making the right choices for yourself. Part of the “Live Your Way” rebranding campaign, it aims to forge deeper connections with discerning Gen Z and Gen Y consumers, highlighting the brand’s ability to meet the needs of the individual – helping them to embrace their own style and eccentricities rather than just ‘settling’ and accepting whatever is available.
“When it comes to home improvement, there are many factors that take you away from getting what you really want. Whether it’s fear of being different, caring too much about what the current trend is, or not being able to find what you are looking for, so you end up just buying whatever is available.
“At Boonthavorn, we want to change this by encouraging consumers to make the right choice for their space and their life. No more ‘anything is good’ because it’s not. Our customers deserve to have it their way, and to live the way they want for once. Working with VMLY&R we have been able to emphasise this point in a fun and engaging way that has already received a positive response from audiences.”
Since its launch on October 17, the film has already received more than 8M views across YouTube and Facebook.
Anuwat Nitipanont, Chief Creative Officer, VMLY&R Thailand, said: “At VMLY&R it’s our mission to build connected brands that resonate with target audiences in ways that are authentic and relevant. Boonthavorn’s rebrand is all about highlighting the brand’s depth of product, services and expertise – which goes way beyond other home improvement and decoration brands in Thailand. Our strategic insight shows that this is what consumers want, however, it’s not what most brands are able or willing to deliver – and this is where Boonthavorn comes in.”
Partnering with Boonthavorn, VMLY&R Thailand is responsible for the brand’s rebranding campaign to become the top-of-mind modern home speciality store in Thailand, from identifying and developing new brand direction and creative ideas and materials, to revising the brands’ full digital ecosystem and executing its communications with both internal stakeholders and consumers.
Source: Campaign Brief Asia