In Thailand, name confusion is a big common problem.

Sammakorn, the housing developer, was unlucky in that its name is similar to the Revenue Department. People often confused "Sam-ma-korn" with "San-pa-korn".

The confusion was so bad that People messaged Sammakorn's social media accounts, asking about tax filing. Even their employees were confused with tax collector.

Sammakorn aims to get more attention on their branding as a real estate company not anything else and of course not the Revenue Department.

To address this issue, we create self-mocking campaign start with film, telling the story of a frustrated Sammakorn employee who had to deal with repeated cases of confusion because people thought Sammakorn was Sanpakorn, a Thai revenue department. She tried various methods to solve the problem, but nothing seemed to work. So finally, she let out all her repressed emotions. This film asking for sympathy and reminding people that Sammakorn sells houses. And, because name confusion is a common pain, we also further push the topic to social by inviting people to share their experiences.

In Thailand, name confusion is a big common problem.

A female actress was bombarded with negative comments on social media

because she was confused with suspects who had the same name.

The confusion about names has gone too far that famous singer had to clarifies she is still alive

because she was confused with her namesake dugong who just died.

Our target base in Online platform and it's the platform where like some catchy, funny and viral. So, we expand that misunderstanding topic to be more catchy, funny and repeated it. And because name confusion is a common pain, we also further push the topic to social by inviting people to share their experiences.

Within 2 months plus Sammakorn implement the communication plan from Viral Online film to viral content that many people shared their name confuse experiences, over 40 influencers and other brands also got involved organically.

Result :

7.6M+ Views and 4M+ engagements.

Many people shared their name confuse experiences, over 40 influencers and other brands also got involved.

From a confusing name to a brand people recall and actively seek, 82.6% increased Brand Search Volume. This growth rate was the number 1 real estate brand in Thailand.