The Fine Bangkok

How did SUFFIX build the marketing strategy for The Fine Bangkok?

The Fine Bangkok is a exclusive condo project developed by Sankyo Home Thailand and Keihan, a Japanese real estate developer. The project is located in the Ekkamai area near Thonglor, a part of the city filled with shops, cafés, restaurants, community malls, and shopping centers. SUFFIX started by understanding the design concept of the project, the amenities inside the building, and the surrounding area across both Ekkamai and Thonglor, before building a communication strategy and designing media. All of it communicates under the same concept as the building design, so the audience sees the connection between online media and the real project.

Communicating under a Japanese four-seasons concept

The architectural design of The Fine Bangkok is inspired by the four distinct seasons in Japan. SUFFIX brought this concept into every piece of media, across both social media and advertising channels. Each season has its own color tone, atmosphere, and content, giving the communication variety while still sitting under one concept. The audience sees that the Japanese character of The Fine Bangkok is not only in the building, it shows up at every brand touchpoint. The approach also lets the content carry an ongoing story across the year, rather than repeating project information.

Joint campaigns with neighborhood stores, real lifestyle before deciding

Beyond online media, SUFFIX built a strategy that connects online to offline. When prospects visit the Sales Gallery, they receive exclusive discounts from nearby shops and cafés in the surrounding area, allowing them to experience the actual lifestyle of living in Ekkamai-Thonglor before deciding to buy. SUFFIX ran joint campaigns with shops and cafés in the area and used those venues as places to promote the project, so the communication reaches audiences already living in the neighborhood directly, not limited to online channels.