Looking back at the beginning, AP, or AP Thailand Public Company Limited, made its mark in the real estate market with a range of horizontal products. Today, AP has become a market leader in single-detached houses, holding one of the top market shares in the real estate industry. In just the past 9 months, it has achieved sales of up to 21.241 billion baht and is preparing to launch 11 new projects in the final quarter of 2023, valued at over 18.45 billion baht.

In the past, AP has developed its single-detached house brand by diversifying into various formats and segments, spreading across almost every potential location to meet the differing needs of residents. Each brand not only captures consumer hearts but also continues to achieve success, whether it be THE PALAZZO luxury mansions, THE CITY high-end single-detached houses, CENTRO for new families, or MODEN for Gen Z.


‘A Home That Understands Life’ - The Key to AP's Branding Success

The key driver behind the success of AP's home brand lies in the strong foundation that has been translated into its essential DNA, under the stance of “FUNCTIONAL IS BEAUTIFUL or A Home That Understands Life,” with the promise of “A Good Life You Can Choose.”

“Every brand shares the belief that the most beautiful home is one that understands life—a home where every square inch is designed for practical use and understands every life within it. This has led to continuous sales growth for AP's single-detached house business,” emphasized Pimphan Prechanont, Senior Director of Brand Management and Product Development for Single-Detached Houses at AP Thailand Public Company Limited, highlighting the brand identity that AP has consistently upheld.

In addition to the brand philosophy that drives consumer acceptance, another factor that the AP single-detached house team continuously adapts to is the strategy for brand building, which has evolved from traditional theories without pause. From past experiences, the AP team understands that the decision-making process for brand selection by customers is constantly changing, with customers becoming more complex in their choices and able to compare and access information from various sources.

Thus, the AP back-office team has changed its branding approach by focusing more on creating Brand Engagement with consumers, shifting communication from merely stating What to Why through new campaigns that showcase the value of products in each segment of AP's single-detached houses by collaborating with various social influencers who have strong social media platforms to create shared experiences with the brand across all segments.

“The past COVID situation has presented us with new challenges to develop products that align with changing living trends. At the same time, another challenge that cannot be overlooked is brand building, which leads to adjusting our marketing campaign strategies to combine Branding with Offer Promotion, adding color and fun to ensure customers are informed about promotions while also recognizing the stance of AP's homes that understand life through ideas of utilizing various spaces within our projects, all based on a Social Media Platform strategy.”

The Origin of the Campaign “Pro Tua Tung - #Tung Nak Pai Phak Khor” Understanding the Lifestyle of Gen Y

Under the objective of communicating the design philosophy of homes that understand every life, including the interior spaces and the design of communal garden areas for all lives, AP remains committed to a communication approach that integrates Branding with Offer Promotion. Recently, they partnered with pet influencer Japan and Friends or “Jum Meng Mi Araiy” to convey the story of the dream space for those considering a home with heartwarming moments in every AP single-detached house project through a special promotion in the campaign “Pro Tua Tung - #Tung Nak Pai Phak Khor”, offering five-star trips worldwide with discounts of up to 5 million baht when booking and transferring ownership of participating single-detached houses from now until December 31, 2023.

The origin of this campaign stems from understanding the changing lifestyle of the new generation, evidenced by data from Harris Poll and Sun Trust Mortgage, which indicates that over one-third of millennials or Gen Y (ages 27-42) in the United States decided to buy their first home because of their pets. This demographic is increasingly looking for homes with space or gardens for dogs/pets, as they consider pets as family members. This led AP to design the campaign ‘Pro Tua Tung - #Tung Nak Pai Phak Khor’, telling the story through Jum Meng, Jedi, and Jai Dee, as they believe that dogs can represent various spaces and communal areas of AP homes across all categories.

“We believe that the lovely moments that can genuinely occur within AP's single-detached houses will inspire many people looking for their dream home, especially new generation families,” added Pimphan.

For details of the campaign “Pro Tua Tung - #Tung Nak Pai Phak Khor”, it consists of three parts: First, choose a package of your choice worth 200,000-1,000,000 baht with three packages: Jum Meng takes you on an ADVENTURE around the world – Jedi takes you on a relaxing RETREAT – Jai Dee takes you to explore Michelin-starred restaurants worldwide. Second, discounts on all projects participating in the campaign: THE CITY brand offers discounts of up to 4 million baht, CENTRO offers discounts of up to 1.4 million baht, and the new MODEN brand offers discounts of up to 400,000 baht. Third, a secret promotion: receive additional benefits! Free transfer fees, air conditioning, and curtains. This special offer is for those who book and transfer ownership of AP single-detached houses, whether from THE CITY, CENTRO, or MODEN brands, across more than 42 projects, from now until December 31, 2023.

Continuing to Deliver a Single-Detached House Brand That Resonates with the New Generation, Along with the Launch of 11 New Projects

Not only does AP design campaigns that deeply understand the behaviors of modern residents, but it is also ready to launch 11 new projects in the final quarter of 2023 to reinforce its stance of “FUNCTIONAL IS BEAUTIFUL or A Home That Understands Life.” One of these is the launch of a new design house under the brand “CENTRO”, one of the top highlight brands in AP's single-detached house portfolio, with the CENTRO Watcharapol 2 project.

The CENTRO Watcharapol 2 project features a new series of single-detached houses with a NEW DESIGN in 'English style,' located on a 56.9 rai area with 207 units in the heart of Watcharapol-Sukhaphiban 5, offering various and convenient transportation connections via Phaholyothin Road, Hathairat, Theparak, Ram Inthra, and two major expressways: Ram Inthra-At Narong and Kanchanaphisek. Prices start from 9.9 to 15 million baht.

The project offers five house types with usable areas ranging from 200 to 303 square meters, with land sizes starting from 50 square wah and includes a full magnetic security system throughout. The house types include:

  • ALBANY: Usable area of 200 square meters, 3 bedrooms, 4 bathrooms, 1 living room, 1 kitchen, parking for 2 cars.
  • DEVY: Usable area of 230 square meters, 4 bedrooms, 4 bathrooms, 2 living rooms, 1 kitchen, parking for 2 cars.
  • FRANCIS: Usable area of 265 square meters, 4 bedrooms, 5 bathrooms, 2 living rooms, 1 kitchen, parking for 3 cars.
  • DUNCAN: Usable area of 280 square meters, 4 bedrooms, 5 bathrooms, 2 living rooms, 1 kitchen, parking for 3 cars.
  • ANGELO: Usable area of 303 square meters, 4 bedrooms, 5 bathrooms, 2 living rooms, 2 relaxation rooms, 1 kitchen, parking for 3 cars, 1 maid's room.

The project is fully equipped with amenities including a clubhouse featuring a lobby, fitness center, kids' club, a saltwater swimming pool separated for adults and children, and a large green garden surrounding the communal area, complete with play equipment and a pet park, as well as security systems including a security gate, 24-hour security, key card access, CCTV, and KATSAN systems.

You can view details of all new projects from AP throughout 2023 at https://apth.ly/APNewHome2023

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