In an era where music marketing is a primary battlefield for consumer goods (FMCG) and fashion brands, real estate giant Sansiri is making a significant move by launching the campaign "DEAL POP TOP CHART". They have secured the global rights to the song "Dynamite" by BTS, making it the centerpiece of their advertising and music video to communicate the brand's concept. This is not just a marketing campaign; it is an investment in cultural intellectual property (Cultural IP) to connect the brand with modern consumers through the power of pop culture. Sansiri is challenging the industry with the question: "Does real estate still need to communicate in the old ways?"

From a Small Voice Within the Organization to a National Campaign

The strategy did not originate from an agency but from the "small voice" of employees. Sansiri opened up space for Gen Z to experiment with new marketing ideas, challenging the traditional frameworks of both the organization and the industry. This led to a culture of freedom to express opinions within the organization, allowing employees' love for K-pop music to grow from internal ideas into a project that connects the brand not only with the new generation but also with a global audience.

Choosing What Appeals to Viewers and Aligns with the Brand's Direction

Why did Sansiri choose to use BTS's "Dynamite"? Currently, BTS has transcended the label of "idol" to become a globally recognized band, acknowledged for both their work and cultural influence. They have a fan base that spans multiple generations and an image that connects with both mass and luxury markets, reflecting Sansiri's business approach that develops projects across various segments, from housing for the new generation to luxury properties.

Meanwhile, "Dynamite" is BTS's first English song that created a global phenomenon, soaring to number one on the Billboard Hot 100 and symbolizing positivity during a time when the world needed light. Sansiri chose this song to reflect the philosophy of “Everyday Life is Good” through four main themes in the music video:

  1. DESIGN FOR EVERY DAY: Perfect every day with a well-designed home in every detail.
  2. EVERY DAY NO WORRIES - SANSIRI SERVICE: Peace of mind every day with endless care.
  3. EVERY DAY BETTER TOGETHER - SANSIRI COMMUNITY: Smiling every day with a warm and livable community.
  4. BUILDING FOR BETTER TOMORROWS - SANSIRI SUSTAINABILITY: Caring every day in a home that thinks about the future.

6 Months with HYBE: When Global Licensing is No Laughing Matter

To obtain the rights to use the song "Dynamite" properly, Sansiri spent over six months negotiating licensing with HYBE, BTS's agency, to secure full rights for both usage and reproduction. The song was rearranged by professional producers and singers to create a fresh, enjoyable musical dimension while respecting the original identity.

Additionally, the music video was designed in the style of a musical, blending dance with storytelling. The team practiced intensively to film in a long take format, ensuring a smooth flow, with editing that meticulously checked each frame to convey the story perfectly in both technical and emotional aspects.

A key highlight is that the cast in the music video includes not only professional dancers but also real Sansiri employees who are ARMY members and have a passion for dance, conveying new positive energy. This makes the piece not just a brand advertisement but a work of art filled with the true spirit of the fans.

The Right Timing Becomes a Tool for Expanding Communication

The timing of launching the DEAL POP TOP CHART campaign is also remarkable. After all BTS members completed their military service, with the announcement of their comeback in early 2026 generating excitement among fans worldwide, Sansiri chose the period from January to March as a lead-up to the album release and concert tour. This strategic timing leverages cultural momentum to significantly amplify communication, using cultural momentum as a multiplier for awareness instead of solely relying on traditional media budgets.

Real estate businesses have traditionally communicated through functional reasons, such as location, price, or amenities. However, Sansiri is reflecting a new idea that real estate brands can also be part of culture. By skillfully integrating promotions with brand building, investing in global music intellectual property (Music IP), and producing a music video that combines the energy of internal personnel with international standards, this could become a new goal for music marketing in the Thai real estate sector.

Watch the Music Video at: https://youtu.be/-N-_WZBNBxY

For more details on the promotion

“DEAL POP TOP CHART” - Strong deals topping every project

Visit: https://siri.ly/CMKpzl1