Pruksa is sparking a new trend in the real estate industry with a creative campaign that shifts the focus from 'selling homes' to 'listening to the real voices of people' to create homes that truly understand life. Under the concept Lifetime Well-Living – living well... for a lifetime, Pruksa reinforces its position as a brand that not only listens but also 'takes action' by transforming every reflection from real life into comprehensive housing solutions, both products and services, through the dimensions of Well Home, Well Care and Well Community, in collaboration with experts from various fields. This emphasizes the philosophy of building homes that are more than just residences; they are about creating happiness and a good quality of life throughout one's life.

Ms. Angkana Likitjanyakul, Deputy Managing Director of Marketing and Corporate Affairs at Pruksa Holding Public Company Limited, stated that under the concept 'Lifetime Well-Living, living well... for a lifetime', Pruksa is not just building houses; we are creating a 'lifestyle' that aims to design every space with care to promote 'well-being at every stage of life' for today and the future. With Pruksa's strength as the only real estate company in Thailand that has affiliated hospitals, namely Vimut Hospital and Vimut-Teptarin Hospital, we have the potential to deliver health services seriously and sustainably from the first day a customer joins the Pruksa family and continues to care for them in a 'living well... for a lifetime' manner.

We believe that 'a good home does not come from guesswork, but from truly listening to and understanding the real lives of people.' This idea has been expanded into creating innovative housing projects in a new dimension, focusing on 'listening with understanding and designing with meaning.' We take every pain point from daily life and turn it into innovations and designs so that every Pruksa home is a home that 'lives well for a lifetime' and 'meets the needs' as if the residents themselves designed it.

This campaign is not just a typical marketing communication campaign but a mission and commitment from Pruksa to transform complaints into creative power, reflecting Pruksa's intention to 'listen genuinely and solve genuinely' by addressing real housing issues and using the voices of real people to develop tangible innovations and services in Pruksa's various projects. Because we offer more than just building a 'house'; we listen to create a 'good life' under the three main pillars of the concept 'Lifetime Well-Living, living well... for a lifetime' comprehensively, which includes:

Well Home – a good and quality home that elevates the standard of quality living with home designs under the concept of Life-Design Function, which focuses on understanding the residents. We have also collaborated with experts from Vimut Hospital to design spaces that are suitable for health in a universal design that truly meets the lifestyle needs of every generation, including working with renowned global designers or integrating the aesthetic aspects of architecture with energy-saving concepts (Passive Design), considering the creation of well-being in every living space. We choose materials from leading brands that are non-toxic (Non-Toxic Material), have innovative ventilation systems, and PM2.5 dust protection systems to provide homes that promote good health, along with comprehensive after-sales services that meet every life stage sustainably, etc.

Well Care – services that promote physical and mental health by advancing preventive health services through a network of leading hospitals within the Pruksa group, allowing us to provide health services from the first day of residence to truly throughout life. This starts with offering free online medical consultations, special discounts at hospitals, and organizing health activities to promote a balanced lifestyle, such as the Pruksa Well-Living Day, which is held for preventive health for residents, providing health knowledge, nutrition, and exercise consultations, as well as offering the Well Care @ Home health check service organized in the projects, and providing personalized health care packages covering all age groups, along with family medicine services that take care of individuals and families holistically and continuously at every stage of life. Family doctors can not only treat common illnesses but also provide preventive care, lifestyle consultations, and manage chronic diseases.

Well Community – creating a good society and community to sustainably enhance happiness. Pruksa establishes spaces for learning and sharing that allow residents to participate in health and mental activities designed for people to spend time together, such as health-enhancing training activities (Sport Training Session), caring for mental health with activities that promote calmness (Spiritual Well-Living Activity), and the Well-Living Market Fest, a festival held in Pruksa project communities that gathers products and services that promote 'living well' and fosters warm relationships among community members, as well as enhancing long-term ties with the brand.

“The concept of Lifetime Well-Living is not just a brand vision but a mission that Pruksa is committed to in creating a good quality of life for Thai people in every dimension. We believe that good living must start from a home that cares for health, combined with easily accessible health services, and a community filled with positive energy. When these three elements are perfectly connected, it results in a life that 'lives well... for a lifetime' in the truest sense,” Ms. Angkana added.

Pruksa launched this campaign creatively by igniting curiosity and a desire to share widely through a mysterious billboard strategy 'buying complaints' that challenges old thinking without revealing the brand name, attracting attention and generating discussions throughout the city before later revealing that those complaints have become inspiration and a crucial foundation leading to 'real solutions' in Pruksa's projects that meet consumer needs beyond expectations.

The campaign also extends with conversational content on TikTok and a 'Solution Reveal' video that shows how various problems have turned into housing innovations. Follow along at https://www.tiktok.com/@siangbon.

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