When it comes to the imagery of condominium advertisements in Thailand, most tend to showcase the grandeur of the buildings, room designs, lifestyle images within the projects, or the tried-and-true formula of using influencers for reviews.

However, this is not the case for Supalai (SUPALAI), which has recently become a "big surprise" in the real estate industry as the first mover to embrace the GL (Girl Love) trend with its major campaign of the year, “Make Every Day Wonderful at Supalai Condos”. They have enlisted two of the hottest actresses with great chemistry, "Namtan Tipnaree" and "Film Rachanan", to join as the SUPALAI Couple.

This may not be the first time the real estate sector has chosen GL actors for communication, but no one has dared to use a "couple package" before.

Supalai's break from the norm and leap into this approach reflects a boldness to be different. It not only creates a freshness that makes viewers say "wow" but importantly, it also “opens the door” and expands awareness to new target groups, especially the Young Generation, who have a significant influence on the current market, and the LGBTQ+ community, which has high purchasing power.

From Data & Insight to a Hidden Space of Happiness Every Day

The innovation behind the campaign “Make Every Day Wonderful at Supalai Condos” did not happen by chance but stems from Supalai's DNA, which focuses on "happiness derived from real life". This time, Supalai created the campaign by analyzing deep consumer insights from a global database platform like GWI, decoding complex statistical numbers into a space for happiness in the condos, divided into three main axes that address seamless real-life needs:

Axis 1: Relationship & Social Connection. Insights reveal that over 70% of the younger generation values quality time with loved ones or family.

Thus, the brand communicates the project's functions, which feature spacious and comfortable rooms, ensuring that every square meter can facilitate shared activities, not just separate living but living to share smiles together.

Axis 2: Multi-Tasking Lifestyle. This is the true lifestyle of today's humans, as data indicates that 60% of residents have transformed their living spaces into areas for online income generation, personal studios, or workspaces, while over 84% have converted them into entertainment areas.

Supalai thus fully communicates that common areas and rooms offer high flexibility, allowing functions to be adjusted as desired, complemented by a prime location (Seamless Connectivity) close to public transport and expressways to save travel time, giving residents valuable time to live life as they wish.

Axis 3: Wellness & Nature Balanced. Statistics show that over 61% of urban dwellers seek mental relaxation spaces, and 50% yearn for rest amidst nature.

Therefore, Supalai designs and communicates the use of green spaces in the project, including spacious and functional balconies, to bring nature closer to residents, helping recharge positive energy and refresh every day.

The weaving of insights into these three axes demonstrates the relationship between “real-life living” and “space,” leading to Supalai's communication strategy designed to be “complete” to address every dimension of life.



The Chemistry Everyone Has Been Waiting For: "Namtan-Film" Turns Ordinary Days into Magical Moments

What makes this campaign the freshest is undoubtedly the choice of the top GL couple, ‘Namtan Tipnaree’ and ‘Film Rachanan’, to convey the stories of all three axes in an easily relatable way.

It must be acknowledged that this is a smart move by the brand, as this duo has recently created a buzz in the series “Pluto: The Star Tale of Love,” with views surpassing a million, and now they have a new show airing that has taken social media by storm with every episode, “Girl Rules: The Main Rule... Don’t Fall in Love with You.”

Bringing both as the SUPALAI Couple is thus a way to capture the "chemistry everyone has been waiting for" in a real space. But do you know what hidden success lies behind this collaboration between Supalai and the chemistry of ‘Namtan-Film’? Let’s uncover it clearly.

1. Pairing GL Chemistry with Strong Impact: Bringing Data to Life. Supalai chose "Namtan-Film," a hot GL couple from a famous series, to transform complex statistics and insights into an emotional experience, allowing viewers to connect more with the various functions of living, making it easy to understand, natural, and quickly relatable to the target audience.

2. Turning Ordinary Days into Small Wonders through Natural-Looking Lifestyles in Condos. It cannot be denied that the mood and tone of this campaign's advertisement are designed to be warm and heartwarming, following the lives of two girls sharing cute moments together in various corners of the project, turning ordinary daily stories into small wonders that can genuinely happen at Supalai condos.

3. Elevating the Brand Image to Young & Trendy on an International Level. Having ‘Namtan-Film’ tell the story helps shed the old image of Supalai, making the brand appear younger, modern, and open-minded, enhancing its Young & Trendy appeal, as both actresses have a bright image and represent a new generation that loves freedom and individuality.

4. Supporting the Three Main Axes through Non-Intrusive Advertising Films in Three Versions. The advertisement is divided into three versions, depicting the lifestyle of the two girls in the condo, directly touching on the brand's three main axes: relationships, diverse work and lifestyle (Multi-Tasking), and relaxation amidst nature (Wellness). This seamless storytelling allows fans and general viewers to absorb the brand's selling points smoothly without feeling forced.

5. The Power of Fandom Sparks Organic Viral Trends. This campaign is powerfully driven by the love of the "Luna" fandom (fans of Namtan-Film), creating organic viral trends on social media, enhancing brand awareness without the need for heavy promotion. This energy not only boosts engagement but also inspires the new generation to envision themselves in Supalai spaces more clearly.

6. Using the Song "Wonderful" as Music Marketing to Connect All Generations. The campaign features a reimagined love song from the band SOFA in a contemporary romantic mood. This song not only aligns with the campaign's Wonderful concept but also serves as a bridge connecting different generations seamlessly, resonating with both Gen X and Gen Y who are familiar with and nostalgic for this song, while simultaneously creating joyful moments for Gen Z and adding romance for Namtan-Film. It is a unique item that astonishingly links the feelings of people of all ages.

This campaign reflects various aspects, one of which is a signal that ‘Supalai’ is a real estate brand ready to adapt, move forward, and understand the hearts of consumers in every era.

It also makes us feel that wonders do not have to be grand stories but can be found in your everyday life.