Mr. Napon Janetumnugul, Managing Director of Sammakorn Company Limited (Public Company), an expert in developing quality housing projects for over 54 years, reveals, "Since the inception of Sammakorn as a real estate developer under the concept of comfortable living, the company has been dedicated to developing quality homes and functions in projects to meet the lifestyle needs of homebuyers in each project consistently. Since 2566 (2023 AD), we have been aggressively entering the real estate market, heavily emphasizing brand communication and the new image of Sammakorn that is creative and modern, along with the high-end nature of our housing projects. This revolutionizes consumers' perceptions and misconceptions and, importantly, humanizes the brand, making it more relatable and accessible to all target groups through various communication channels, particularly to the younger generations, making them familiarize, and remember immersively about Sammakorn. The focus on content and activities tailored to their preferences is the key to reaching this group, resulting in the creation of the short film "Sammakorn not Sanpakorn" and the Home Fill-in Exhibition by Sammakorn X Eyedropper Fill, both of which have been well-received by the target audience, reinforcing the success of our ongoing strategies."
Most recently, the short commercial film "Sammakorn not Sanpakorn," stemming from the concept of turning a crisis into an opportunity by addressing real pain points encountered by Sammakorn's home sales team and presenting them to the organization's management. It aimed to rectify customer misconceptions regarding the company's name, emphasizing that Sammakorn helps you with homes, not with taxes. This collaborative and innovative effort by Choojai and Friend and Phenomena earned two awards in the Film category at Spikes Asia 2024: the Grand Prix, the highest accolade in the Consumer Services / Business to Business subcategory, and the Silver Spike in the Branded Content & Entertainment Film subcategory.
At ADFEST 2024, the campaign received 2 Grande awards in the Film category, specifically in the subcategories of Online File: Finance & Real Estate, as well as another award in the Entertainment category, under the subcategory of Fiction & Non-Fiction Film: Up to 5 minutes.
"Sammakorn is extremely proud to have been a part of creating the short film 'Sammakorn not Sanpakorn,' which has garnered the highest accolades and major awards at the regional level in Asia, totaling 4 awards. This serves as a confirmation of the campaign's success in turning Pain Points from real-life experiences of our home sales team into Gain Points, correcting misunderstanding, and establishing a deep brand image and memorability in consumers' minds through straightforward and entertaining storytelling. This has led to increased organic engagement and received excellent feedback from both customers and interested parties alike. This advertisement has fulfilled its role perfectly and achieved its objectives as intended. We encourage you to stay tuned for more."
Mr. Phairat Uaphadunglert, the founder of Choojai and Friend, expressed that both the Spikes Asia 2024 and ADFEST 2024 stages are tremendously grand and prestigious, comparable to the Oscars of the advertising industry in Asia. The success achieved this time deserves admiration for Sammakorn's courage in accepting and presenting these Pain Points, which truly demonstrate the human aspect, acknowledging that imperfections/flaws exist. This makes viewers believe and understand what the communication aims to convey through this commercial film. Coupled with the presentation of 'Bully For Good', where the brand comes forward to confront and advocate the cause, a move rarely seen, it creates impactful and humorous content for viewers. All the awards received from both of these significant stages in Asia serve as a testament to the dedication of all parties involved in bringing this project to fruition.
Watch the ad series "Sammakorn" Not "Sanpakorn" at https://www.youtube.com/watch?v=VzdXzbcMfEk
Source: Solister PR
