Another interesting collaboration is the SANSIRI x BAR B Q PLAZA, which serves as a mutually beneficial strategy. When Sansiri decided to partner with Bar B Q Plaza, they brought GON to be the highlight of their latest marketing campaign, driven by Sansiri's goal of spreading happiness. This collaboration is a response to the perception that Sansiri only offers luxury, high-priced projects, despite having a variety of projects at different price levels. Many people still associate the brand with expensive luxury, even though the company has condominiums starting at just over 1 million baht, lower-end townhomes like Siri Place, and affordable single-family homes like Anasiri, a Japanese-style house. Many customers are unaware that the Anasiri project is part of Sansiri, which is why the company aims to adjust its image to appear more accessible and affordable. Thus, this licensing partnership between Sansiri and Bar B Q Plaza is a perfect match, as Bar B Q Plaza is also looking for new marketing opportunities in the essential goods sector, with housing being a foundational element.

Traditionally, people viewed grilling as something not meant for condominiums. However, by placing Bar B Q Plaza on the rooftop of The Base Saphanmai project, it created a creative use of rooftop space, exciting residents with the experience of enjoying Bar B Q Plaza on the rooftop and truly utilizing these communal areas.



Another interesting aspect is that many people overlook the house advertisements commonly seen along the streets. Often, no one notices that these advertisements are for Sansiri homes. However, when GON is featured on those project signs, it significantly increases brand awareness, leading to a twofold increase in customer visits to the projects.

Introducing GON Food, which has transitioned from grilling on a pan to GON skewers, debuted at Sansiri projects. This is another format that emerged from this collaboration and aligns with the campaign Sansiri x SCB: Build for All, continuing Sansiri's commitment to support small businesses affected by the pandemic and to encourage residents to purchase products from various projects. This led to the establishment of the GON Food Truck alongside other SME food trucks, starting at the Setthasiri Phatthanakan project on March 27, 2021, and continuing to over 20 other projects throughout April and May, from 10:30 AM to 6:00 PM.
- April 3 at the Kanasiri Rama 2 project
- April 4 at the Setthasiri Krungthep Kreetha project.

GON Food Truck business from Bar B Q Plaza focuses on:
1. The location's welcome for parking and traffic conditions.
2. Whether repeat purchases occur.

Lessons Learned from the Collaboration Between Two Major Brands include:
From Bar B Q Plaza:
1. Sansiri is a partner with the right culture, work style, team, and strategy for Bar B Q Plaza.
2. There is mutual trust and open communication.
3. Partnership is like a marriage.
4. This partnership feels like having a wealthy and kind friend.
5. Genuine collaboration.
6. Partnership means working with those who see our value.

From Sansiri:
Partnership is about filling in what the partner needs while adding what we want to contribute.