Recently, ‘Sansiri,’ one of Thailand's leading real estate developers, has been refreshing its image with unique creativity that feels more tangible, accessible, and vibrant. This has been achieved through bold marketing strategies, engaging activities with residents, and a clearer, more diverse approach to social initiatives.

            Similarly, the latest campaign titled “This House is Ha Ha Ha” is set to disrupt the real estate market in the second quarter. It’s not just a colorful strategy; it’s a fresh and unique phenomenon that brings laughter.

            You might be surprised to see how a real estate company is involved in creating laughter.

This is the first time... that a leading real estate brand in Thailand has teamed up with the number one humor content brand in the country, ‘Sansiri X Khai Hua Ror’. They have brought together the beloved Khai Hua Ror cartoon gang (almost the entire team) that many Thais are familiar with to share the story of the Sansiri brand, aiming to communicate with homeowners and customers across all demographics and generations, continuing the mission of making homeownership easier and laughter louder.

How does this campaign help create a ‘much happier mood... and louder laughter’?

This campaign “This House is Ha Ha Ha” comes with a “Happy Mood Promotion,” featuring a lineup of single houses, condominiums, and townhomes across 66 projects, offering the best interest rates from banks like never before in the real estate industry: 2.2% for up to 3 years* (or just 1,000 baht per month for every million baht*). The best deals from all projects are available from today until July 31, 2022.

  • Single houses with deals up to 2 million baht*
  • Condominiums receive gold immediately, up to 10 baht*
  • Townhomes get a refund of up to 300,000 baht*, borrowing up to 110%*

Building on the success of 2021, emphasizing strategies that appeal to all generations

The collaboration between ‘Sansiri X Khai Hua Ror’ aligns with the vision YOU Are Made For Life, creating “laughter” and “smiles” for “you” because everyone is at the center of Sansiri's project development and services. It also reinforces Sansiri's position as a Market Mover, building on the success of 2021 as a leading real estate company through a Partnership Game strategy that emphasizes creating business partnerships to enhance happiness for Thais, not just selling homes. This campaign continues the key success from previous collaborations with Barbecue Plaza.

As Chaleerat Torjarat, Marketing Director of Sansiri Public Company Limited, mentioned about this campaign, “Sansiri continues to pursue the Partnership Game strategy after the success of last year’s collaboration with Barbecue Plaza, which created a talk of the town and generated over 7 billion baht in sales.”

“The partnership with Khai Hua Ror today is partly based on key learnings from the Barbecue Plaza campaign, but differs in that Barbecue Plaza had a single character, while Khai Hua Ror has multiple characters, allowing the brand to communicate more detailed content.”

            The highlight of this campaign in the second quarter will be creating happiness and laughter experiences for Thais like never before, featuring well-known Khai Hua Ror cartoon characters such as Nu Hin, Pang Pond, and Editor Witid, sharing housing needs from the perspective of end-users who want to own homes, covering design, function, service, and CSR activities, aiming for sales of over 8.2 billion baht from this campaign, contributing to a total sales target of 35 billion baht this year.

            “Using Khai Hua Ror cartoon characters helps people connect with the brand and understand Sansiri's strengths more easily, reinforcing its leadership in the real estate industry that continuously drives and creates new excitement through creative marketing campaigns. This is also the first time a cartoon character of CEO Setha Thavisin has been created to be part of this campaign's communication.”

The recent cross-industry partnership of Sansiri X Khai Hua Ror from the campaign “This House is Ha Ha Ha” will target the real demand market in the affordable segment, aligning with Sansiri's strategic plan to launch new projects this year, which will account for more than 50% of the portfolio, such as Siri Place and Condo Me The Move.

“Choosing to use cartoon characters to communicate through this campaign helps the brand reach target audiences of all genders and ages, covering all demographics, especially those aged 30-40, who have given positive feedback as they are familiar with and attached to Khai Hua Ror. This represents a new dimension in creating closeness and accessibility to customers in the real estate industry. Sansiri believes this collaboration will help drive total sales to meet the target of 35 billion baht this year.”

Conveying homeowners' perspectives through cartoon characters, creating a bridge to reach customers

The vibrant and fun new twist that shakes up the real estate industry this time would not have been possible without the partnership with ‘Khai Hua Ror,’ marking the first time Khai Hua Ror has collaborated with a leading real estate brand in Thailand.

“Khai Hua Ror is proud that Sansiri recognizes the importance of Thai cartoon characters because we see Khai Hua Ror not just as a cartoon but as a ‘brand’ that brings happiness across all platforms,” said Pimphicha Uthasakjit, Executive Director of the Bunnag Group.

The head of the Bunnag Group also highlighted the key strength of telling the brand's story through Khai Hua Ror cartoon characters in this important mission, stating that it presents the story from the perspective of end-users or through customers' viewpoints rather than just as presenters, featuring characters like Nu Hin, Editor Witid, Pang Pond, and other familiar cartoon characters that Thais know, from the giant lady, the deity, the corner thief, etc., along with the unique humor of Khai Hua Ror in various dimensions to narrate the story of the Sansiri brand.

The campaign “This House is Ha Ha Ha” is creatively produced in various media formats across multiple platforms, including short video clips, tabloid newspapers, activities with residents, and integrating cartoons and various humorous gags unique to Khai Hua Ror with images of Sansiri projects.

Additionally, it creates viral social trends through storytelling, bringing cartoon characters to life in the real world, enhancing closeness to the target audience, whether through Troop cartoon gangs distributing tabloids in the middle of intersections, installation arts at various Sansiri projects including single houses, condominiums, and townhomes, DIY activities making new shirts with Khai Hua Ror to encourage residents to promote environmental conservation by revamping old shirts with Khai Hua Ror stickers, while inviting participation throughout the campaign by posting on Facebook and using hashtags #SansiriXKhaiHuaRor #SansiriThisHouseIsHaHaHa #HappyMoodPromotion #YOUAreMadeForLife.

“It must be acknowledged that Sansiri is a real estate brand that dares to engage in innovative marketing that consistently generates interest among Thais. The Khai Hua Ror brand believes in the power of Soft Power because cartoons and characters are friendly to all genders and ages, serving as a bridge to convey stories. When told through cartoon characters, everyone feels friendly, making them more open to acceptance.”

Experience the “Happy Mood Promotion” that will make all Thais feel extremely happy... and laugh louder, with the best interest rates from banks like never before in the real estate industry, from today until July 31, 2022.