Known as one of the leading real estate brands in Thailand that has captured the hearts of residents, one of the key pieces that has allowed the quality real estate brand 'Sansiri' to become a beloved brand is its courage to do things differently to connect with consumers while also stimulating society, all while keeping the customer at the center (Customer-Centric).

            Similarly, Sansiri's latest campaign, "YOU Are Made For Life", represents another step of courage for the real estate brand.

Building on the concept of “YOU-Centric,” an evolution of Customer-Centric that goes beyond just caring for customers, it places 'you'—meaning everyone—at the center of project and service development to encompass all forms of diversity and lifestyles.

You are made for life is not just a marketing campaign but a catalyst for change.

            The uniqueness of the campaign "YOU Are Made For Life" from Sansiri focuses on redefining the meaning of 'YOU' to truly reflect individuality by looking back at the modern world where 'the current world is one of individualism' where a person can embody multiple identities, not limited to gender, physicality, age, interests, lifestyles, and ways of living, both in real life and in the virtual world across various social media platforms in the digital age.

            This presents a challenge for the brand to delve deep into the true identities and diverse needs of each customer. This idea led Sansiri to launch this campaign, positioning “you” as the center of project and service development, viewing it not merely as a marketing campaign but as a commitment to recognizing the value of every identity to stimulate a turning point in product and service development.

            “This campaign is not just an ordinary marketing campaign aimed at communicating with customers to present ideas, products, and services, but it is a campaign that showcases the power of equality, understanding, and care for those around us, including our own employees. This is the point where we intend to create ripples in society that 'no matter who you are, how you think and feel, you are the most important... in creating good things because you are the inspiration that is the most essential component of a home,'” emphasized Tosaporn Karakij, Head of Brand Team at Sansiri Public Company Limited.

            From this direction, it is clear that this is a significant move for Sansiri, not just changing products and services but also fostering understanding within the organization to better connect with and appreciate the identities of consumers, under the key themes of wanting Sansiri to be a brand that is accessible to everyone (Inclusion), recognizes diversity (Diversity), and promotes equality (Equality).

From Constructing Life, not just Buildings to Made for life

            Looking back over the past 4-5 years, Sansiri's journey has been one of constant adaptation to lead the brand towards greater variety and diversity, from frequently changing the logo design for special occasions (such as welcoming PRIDE MONTH to support equality, adjusting the logo for Children's Day, or changing the logo to reflect sustainability, etc.). All of this reflects a non-attachment and creates connections with people in other dimensions.

            Previously, Sansiri had been driving the brand under the idea of “Construction life... Not a building,” which did not only focus on building houses but seemed to indicate that Sansiri wanted to do more, leading to the development of life in the strategy Made for life. This point serves as the first step to open up Sansiri to embrace the concept of You are made for life.

            It should be noted that shifting to this type of strategy is not something that happens often; it is a significant challenge both in terms of branding and business because such strategies do not immediately generate revenue figures but are long-term efforts, akin to a marathon where results take 3-5 years to materialize. All credit for this must go to the vision of Setha Thavisin, the CEO of Sansiri, for his courage to prove the brand's development journey.

            “The issue of equality comes from the vision of our management (Setha Thavisin). If management does not prioritize this, the team cannot move forward. When we focus on equality, society often discusses the LGBT dimension, but looking back at what Sansiri does, we started with children first, partnering with UNICEF for over 10 years. Most recently, Sansiri just issued bonds for education, which made us realize that equality should encompass other dimensions of individuality, whether it be gender, age, or other gaps where Sansiri can make a difference,” the Head of Brand Team shared about the crystallization that led to this latest campaign.

The first step for the organization before connecting equality across all segments.

            When setting the flag for 'You Are made for life' to be more than just a marketing campaign but a concept that opens up equality across all dimensions, Sansiri began to communicate this idea by fostering a culture of empowerment within the organization, starting with small things like allowing employees and senior executives to work together without separate offices or desks.

            Gradually expanding towards strategies to win customer loyalty, creating bridges to connect with customers, aligning with the roadmap for launching projects such as houses, condominiums, and townhomes across all segments from Sansiri in 2022, allowing everyone to have homes that fit their lifestyles perfectly.

            For example, the concept of equality is reflected in products like THE BASE and The MUVE, which are two segments that are quite similar. However, Sansiri aims to meet the differing needs of the same target group, which has different preferences and lifestyles, hence the creation of two product lines.

            Another example is the Siri Place project, which is an affordable segment of Sansiri aimed at making housing more accessible to consumers. In the mass segment, Sansiri could choose to build townhomes in identical blocks, but instead, it chooses to design each Siri Place project to be unique, becoming a Dream Destination with various concepts, whether Tokyo, New York, or Paris, under designs that pay attention to details comparable to high-end projects.

            In terms of work, this means more effort, but because Sansiri understands that each consumer has different passions, it wants to provide consumers with more opportunities to choose the type of housing they desire.

            Similarly, in developing services, Sansiri has unlocked home loan conditions for the LGBT community in collaboration with SCB. This project arose from studying the pain points of homebuyers in the LGBT community who wish to buy homes to build families together but face obstacles in securing loans. Sansiri's unlocking of these conditions is an opportunity to create greater equality in homeownership for this group.

            Another service from Sansiri that reinforces the theme of equality is the creation of safety, which is one of the after-sales services that Sansiri prioritizes. Many may not know that regardless of the segment, security personnel at Sansiri projects are trained to the same standards, meaning residents, regardless of segment, receive the same level of safety care.

Involving Special Needs Children - Sign Language Users - LGBTQ - Body Positivity as Representatives to Convey the Story of YOU

            Beyond the direction of creating an organization, products, and services that respond to the essence of YOU, Sansiri's campaign “YOU Are Made For Life” also tells the story of YOU through a short advertisement film featuring five representatives reflecting different identities, personalities, and lifestyles, all happy in a safe space within Sansiri homes.

            The uniqueness of this advertisement series is that it marks the first time in Thailand.... a Thai brand has the courage to openly address diversity and equality in marketing communications, following in the footsteps of global brands like GUCCI, Alexander McQueen, H&M, etc. Sansiri chose to use 'ordinary people' as actors to convey stories across five dimensions, including women proud of their bodies (Body Positivity), special needs children, a father-son duo communicating in sign language, and various individuals encountered in daily life, all of whom are the most essential components of a home from Sansiri's perspective.

            Not only that, the campaign “YOU Are Made For Life” also invites everyone to enjoy discovering their own YOU, even aspects they may not have known before, through an interactive game created in collaboration with Deadline Always Exists, titled “YOUNIVERSE”. Just click http://you.sansiri.com.

This is just the first step among many that Sansiri has begun to embark on the path of creating equality, and in the future, we believe there will be many new approaches to further clarify this stance.