AP Leads the Single House Market

Launching the Major Campaign 'HOMEMADE STORY 2 - Homebody Trend' Reinforcing the Concept of 'A Home Beyond Just a House'

Highlighting the Homebody Trend, a significant factor influencing the expansion and purchasing decisions for new homes among urban dwellers.

Revealing the 'Best House Model' and 'Innovative Homes that Understand Life' as key differentiators leading to the success of AP's single houses under the brands CENTRO, THE CITY, THE PALAZZO, and BAAN KLANG KRUNG, the unique market model of 'A Home Beyond Just a House.'

Inviting the famous YouTuber 'Tiger Crying' along with top industry guests to share new dimensions of life in the second year of homebody living, updating creative activities that will bring laughter, happiness, and smiles to families, along with innovative ideas for adjusting the functional space in AP's single houses. Enjoy the fun stories and inspiration for living in a hybrid space through a special 6-episode series available on FACEBOOK and YOUTUBE APThai, starting with the first episode on Wednesday, June 16, 2021.

Bangkok (June 14, 2021) - AP (Thailand) is moving forward to reinforce its position as the leader in the single house market in the city, announcing the launch of another major campaign 'HOMEMADE STORY 2 - Homebody Trend' to build on its success and reflect the brand identity of AP's single house, a model of a home that is more than just a house. The company continuously strives to understand customer insights to deliver new living innovations, recently tapping into the homebody trend as a crucial factor driving the expansion and decision-making for new home purchases. It also reveals two key success factors: 'The Best House Model' and 'Innovative Homes that Understand Life,' which are at the heart of developing single houses across all AP brands, conveyed through a special 6-episode series featuring the famous YouTuber 'Tiger Crying' along with top industry guests.

 

Ms. Pimphan Prechanont, Senior Director of Brand Management and Product Development for Single Houses at AP (Thailand) Public Company Limited, stated, 'From our organization's major mission EMPOWER LIVING, we aim to deliver a better quality of life that customers can choose. The single house business is continuously seeking and understanding new insights, especially amidst the COVID-19 situation, with the new lifestyle trend known as HOMEBODY, where family members are accustomed to doing all activities at home. This is not just about setting up equipment, dividing workspaces, or online learning areas at home, but it emphasizes the importance of clearly separating private and shared spaces, such as distinct rooms, windows that allow natural light, or balconies that serve as relaxation areas, creating a personal world that truly meets the activities of household members.'

 

This homebody trend has resulted in strong demand for AP's single houses, reflected in an average of 1,500 families visiting AP's single houses per month. Recently, the company achieved sales of 7.8 billion baht for single houses in the first five months. The primary reason customers decide to purchase, aside from their confidence in the AP single house brand, is the design of functions that meet the living needs of all family members, with more usable space and a price package that is genuinely competitive.

 

'From this point, it presents both challenges and new opportunities for the brand to delve deeper into understanding the new customer segments for AP's single houses, including condo customers or younger generations living in townhouses or their family's old homes, who wish to expand to own their own house. This is the reason for launching another major campaign brand 'HOMEMADE STORY 2 - Homebody Trend' to build on our success and reinforce the brand identity of AP's single houses, the unique concept of 'A Home Beyond Just a House,' which is the only home in the market that will empower the lives of its residents,' Ms. Pimphan added.

 

The campaign 'HOMEMADE STORY 2 - Homebody Trend' will utilize two main strategies that are key differentiators for the success of AP's single houses: 1. The best house model designed from real insights to meet the needs of residents, such as wide house plans that can accommodate work-from-home or online learning areas with natural light, bedrooms with spacious balconies for relaxation and planting large trees, or appropriately sized side gardens for gardening, along with a small house for family pets, etc.; and 2. Innovative homes that understand life, integrating technology with the design of private and shared spaces within a single house, ensuring safety, convenience, and central functions, green spaces in the project, and a good community within the larger context of AP's single house community.

 

'Additionally, a special highlight under the campaign 'HOMEMADE STORY 2 - Homebody Trend' is AP's collaboration with the famous YouTuber 'Tiger Crying' and six top industry guests who will share new dimensions of life in the second year of homebody living, along with updates on creative activities that will bring laughter, happiness, and smiles to families, along with innovative ideas for adjusting the functional space in AP's single houses. Join us to enjoy fun stories and inspiration for living in a space that is more than just a house through a special 6-episode series available on FACEBOOK and YOUTUBE APThai, starting from June 16 to August 31. Don't miss it!!!' Ms. Pimphan concluded.

 

AP Thailand, under the mission 'EMPOWER LIVING'

Aiming to deliver a better quality of life that customers can choose.