LIVE YOUR WAY

Spending on home improvements and repairs is expected to expand at a stronger pace in 2024, since signs point to growth by year-end. However, with the post-Covid timeline, home sales activity has been flat due to economic and political uncertainty; household incomes and home equity levels are supporting a faster expansion of the home remodeling market over the coming years.

Boonthavorn is a leading home improvement retail chain in Thailand that can take care of everything for your household needs; from home appliances to hardware. Boonthavorn believes that with a better economic outlook, people will feel more financially secure which will lead to more home improvements.

The company needs to act fast to create brand value for a younger audience, who will have the spending power.

Younger audiences who are setting up their homes and renovating for the future are prime audiences for Boonthavorn, but these audiences are becoming harder to reach – especially on traditional linear television as their preference is to watch their favourite programme through streaming platforms.

Boonthavorn developed a new campaign to showcase that they have everything you would need to “Live Your Way”, but in an increasingly fragmented viewing environment they needed help in maximising awareness amongst their core audience within the allocated campaign budget.

In Thailand, television is still the most influential screen in the house, but changing consumption habits require evolving targeting strategies.

Connected television (CTV) is currently the fastest-growing digital channel. Compared to Gen X, Millennial watches 25% less television, and Gen Z watches 54% less television, but both groups stream a significantly higher percentage of CTV daily.

Twenty-nine percent of Gen X streams over three hours of television per day, compared to 44% of Millennials and 44% of Gen Z.

Historically, content was created to appeal to the largest audience and broadcast targeting options were limited to daypart, programme type, and other general categories. However, CTV offers access to advanced demographic and geo-targeting options that broadcast doesn’t.

Like other digital channels, young audiences can be targeted through first- and third-party data segments, lookalike audiences, and retargeting. But, while one-to-one targeting is a very effective digital or mobile strategy, a more strategic approach was required in order to capture the full value of the younger television audience.

In Thailand, Finecast aggregates content across addressable television ecosystem which enabled Boonthavorn to have a single point of access against the addressable television ecosystem.

The goals of the campaign were to add incremental reach through Finecast to the linear television plan.
By doing this, any declining reach in linear was balanced out by the incremental reach that Finecast could deliver.

GroupM’s tools were used in a two-stage process:

1. The reach and frequency goal were mapped by Wavemaker Thailand, using Screen which calculated the allocation of investment to maximise the specific goals.
2. Using Finecast Audience Planner powered by Experian data a bespoke segment was built consisting from consumers aged 20-49 who were likely to spend on housing, household goods and services, leisure and recreation.

FCAP identified 189 postcode in Bangkok and urban areas with propensity to households who have a new house, love to decorate their house and have their own style.