Y&R launches campaign for Pruksa

Y&R has launched a new cross-platform campaign for Thailand’s real-estate brand Pruksa.

Titled “Mind beyond Invention,” the campaign was launched countrywide across all platforms including TVC, OOH, mobile and online.

“A strong brand should be built using an inside-out approach, shared values amongst all stakeholders from employees through suppliers and customers must be taken into consideration as demand for a reliable housing brand in Thailand is ever-increasing. Thai people are seeking a strong brand that they can rely upon. ‘Mind beyond Invention’ therefore opens up a new conversation that engages and reflects a true leader promise for a better living experience,” Oliver Kittipong Veerataecha, chief strategy and innovation officer at Y&R Thailand said.

The idea for the campaign was derived from Pruksa’s mantra, to always put ‘mind’ into product and service development.

The campaign was done in the form of a TVC explaining that everything is done “because of you.” The voice over also mentions “Driving us to construct houses of the highest quality” and “driving us to overcome the impossible.”

The campaign is also a commitment to embracing employee engagement as well as to engage its customers.

Pruksa has garnered revenues of 22 billion baht in the first half of 2013. This year alone, the company plans to launch more than 60 projects nationwide.

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