The confusion about names has gone so far that the famous singer had to clarify that she is still alive because she was confused with her namesake dugong who just died.

Background : "Sammakorn", a housing developer lacks brand awareness and recognition. Moreover, it’s unlucky in met that its name is similar to the revenue department. People often confuse "Sammakorn" with "Sanpakorn".

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

Objective : This campaign was created to raise brand awareness and recognition, solve the brand’s name confusion problem, and remind consumers that "Sammakorn" is not "Sanpankorn", we sell houses.

Strategy : This campaign utilizes a humorous storytelling approach to address a common social pain point and uses social media to encourage audience participation by inviting people to share their own name confusion stories.

This fostered a sense of community and further emphasized the relatability of the campaign message that people want to engage.

Creative Idea : To address this issue we created a self-mocking campaign starting with a film where Sammakorn personifies the brand and humorously addresses the name confusion issue that also the big common pain that the audience feels related and wants to engage with this campaign,

Also, asking for sympathy and reminding them with the key message that Sammakorn is not Sanpankorn, we sells houses.

Execution : We start with an online film that portrays Sammakorn's struggles through 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 left out all her repressed emotions. Through the crafted storytelling, we also show products (houses) and emphasize the brand name all over the story without the audience feeling rejected. And, because name confusion is a big common pain, we also further push the topic to social by inviting people to share their experiences.

Results : The result of this campaign was over 7.6 million views and over 4 million engagements and because name confusion is a common pain we invited people to share their experiences, not only ordinary people but over 40 influencers and other brands also got involved.

From a confusing name to a brand people recall and actively seek increased by more than 80%, this growth rate was No.1 real estate brand in Thailand.