CP Land Public Company Limited, one of Thailand’s leading real estate developers, established over 40 years ago, is laying the foundation for its future growth with a significant refresh of its company brand. The aim is to increase the association of the company’s corporate image with future-forward, world-class development trends and thereby increase relevance and emotional connection with a new generation of consumers across the entire Kingdom.
In support of this initiative, the company has invested in its first ever brand-driven advertising campaign, centred round the theme ‘Happiness is all around’, and starring Singto Numchok. A preview of the campaign has been broadcast on digital media platforms including Youtube, Facebook, Instagram, TikTok and Twitter as well as the company’s owned media. The official release of the final, completed TVC will be on 24 December 2022.
YouTube: https://youtu.be/VyheJF_KsU0
“The goal of the company’s rebranding initiative is to strengthen the modern and international perception of the company among our customer base, thus further enhancing our brand image and making us even more relevant to new audiences,” said Mr. Keerati Satasook, Chief Strategy Officer of CP LAND. “This is one of CP LAND’s fundamental business strategies that will help it continue to grow its business further and faster. The concept of ‘Accessible Communities for Life', reflects the strong determination of CP LAND to develop projects that facilitate the enhancement of lifestyles for customers and communities with a focus on the three benefits of improving the sustainability of the development of the nation, the people and the society in which they live as well as that of CP LAND organisation itself.”
“CP LAND aims to ensure sustainable development by firmly continuing to evolve the concept of being ‘Customer Centric’,” said Mr. Keerati. “Meeting customer needs is a critical priority, supported by a philosophy of marketing competitiveness that is not judged by profit alone. This ‘White Ocean’ management strategy allows the company to develop products that are driven by and satisfy customer needs. Moreover, it enables us to continue to encourage entrepreneurial and holistic thinking in every business unit. Under this management concept, we aim to seamlessly transcend from a focus on the development of specific properties to plan and develop entire communities for today and tomorrow. Our goal is to develop responsible ecosystems that nurture health and well-being. Creating residential, commercial, retail hospitality and public spaces that are in harmony and integrated with one another, maximising community benefits and community thinking.”
Sasinan Allmand, Strategic Committee of Marketing and Communications, CP LAND, said: “The most interesting part in refreshing the CP LAND brand was to maintain a sense of pride in the 40-year heritage of the brand while at the same time saying something new, relevant and meaningful about our ambitions for growth over the coming decades. The visual solution was to redraw the legacy CP LAND wordmark, but do so by taking inspiration from it, directing the designer to re-create the overall weight of the letter forms but ensuring the refreshed wordmark was modern and unique. For example, special character is added to the letter A by drawing the cross-bar to look like an arrow pointing upwards symbolising our commitment and ambitions.
By the same token, while we retained the overall form of the CP Land monogram, our logo or non-verbal symbol, we completely re-imagined how that form could be brought to life using flowing, dynamic, living shapes, reflecting how the company intends to connect with communities and society for inclusive development. The brighter green colour symbolises the continuation of the philosophy of the organisation to incorporate sustainability in our business decisions and helps to raise awareness among communities of the importance of maintaining mindful balanced growth. For its primary typography CP LAND uses a contemporary font set in all capital letters, representing stability but maintaining a friendly and approachable attitude. These details and many others used throughout the presentation of our new corporate identity serve as non-verbal and sub-conscious reminders of our goal that in the final analysis the development of space and real estate is important to building communities that enable good lifestyle and quality of life.”
“In line with the company’s brand refresh plan, CP LAND will launch an advertising/marketing campaign centred around visual and verbal themes which reflect the idea of ‘Happiness is all around’. The first creative expression of the campaign uses storytelling to communicate the concept of ‘Quality for All Life’. The performer, Singto Numchok, is a famous Thai singer with an outstanding body of musical work, who was selected as a perfect complement for the CP LAND brand because of his deep commitment to family and family values underpinned by a bright personality – one that is fun, cheerful, humorous. As such, he conveys the determination and intention of the organisation to use the opportunity inherent in the brand relaunch to communicate a business that has the potential and determination to be inclusive of all groups of people.”
“CP LAND believes that the brand refresh will help to prepare the organisation for its future by providing on-going focus and inspiration on how best to consider and creatively meet the needs of target audiences. The company is ready and eager to continue its four-decade legacy of continuous enhancement of products and services as well as understanding the lifestyle needs of different communities and customer groups and responding appropriately and effectively,” said Mrs. Sasinan.
You can follow and watch the teaser from today as well as the full version starting 24 December via CP LAND’s channels on Youtube, Facebook and Tiktok.
YouTube: https://youtu.be/VyheJF_KsU0
Facebook: https://fb.watch/hwXMcBa32C
Instagram: https://bit.ly/3FBkhFY
Tiktok: https://bit.ly/3BQVrku
Twitter: https://twitter.com/cpland_official/status/1605050363039686657
#CPLAND #CPLANDAccessibleCommunitiesForLife #AccessibleCommunitiesForLife #BrandRefresh #CPLANDQualityForAllLife #QualityForAllLife #ABusOfHappiness #HappinessIsAllAround #SingtoNumchok #CPLANDRebranding #BabyILoveYou #CPLANDPublicCompanyLimited
