SC moves forward with building brand awareness for its condominium business, expanding toward a Roadmap for a 50,000-million-baht portfolio through a Music Marketing strategy, inviting Boyd Kosiyabong and Pod Thanachai to arrange and perform a new version of the song “Hua Jai Pook Gun” (Hearts Tied Together), reinforcing the condominium brand’s position under the concept “Designed for Peace of Mind”, reflecting the intention to design living spaces that answer life’s needs in 3 dimensions: Design, Quality, and Service, while creating a sense of pride for customers.
Mrs. Kanokporn Limkamnerd, Managing Director of the High-Rise Property Development and Foreign Customer Business Group at SC Asset Corporation Public Company Limited (SC), revealed that SC currently has a condominium portfolio covering diverse locations and price levels under the brands Reference, COBE, and STILL, with total project value of more than 50,000 million baht. The company therefore aims to communicate and create clarity for the Positioning of “SC Condo” in order to become one of the brands consumers think of, or the Top of Mind, in the condominium market.
“We want SC Condo to be more than just presenting living spaces; it is about creating a living experience that makes people feel comfortable, with Peace of Mind, from design and service to quality, leading to a sense of pride in ownership, which is the heart of the brand. We chose Music Marketing as another tool to convey this concept, creating understanding and letting people feel Peace of Mind through the song ‘Hua Jai Pook Gun’, a song that reaches people across many groups, by inviting Boyd Kosiyabong to arrange the new version of the song, performed by Pod Thanachai, in order to connect the brand’s story with people’s feelings and lifestyles,” said Mrs. Kanokporn.
This new version of “Hua Jai Pook Gun” aims to communicate the condominium brand’s position under the concept “Designed for Peace of Mind”, focusing on creating peace of mind in 3 areas, starting with 1. Design – design that considers the real lives of the people who will live there, from space, light, and functionality down to the smallest details. 2. Quality – aiming to build long-term confidence through quality and construction standards.
3. Service – giving importance to caring for life after move-in, from the very first day residents begin their lives in that condominium. Once they actually live there, they may have questions, need assistance, or encounter problems we cannot foresee on the handover day. Therefore, we remain there – there to care, there to help, ready to listen, and when problems arise, ready to step in and solve them. All 3 elements combine into an ownership experience that creates pride – Proud Ownership.
Meanwhile, Mr. Chivin Kosiyapong, or Boy Kosiyapong, co-founder of Bakery Music and composer of the song “Hua Jai Mook Gun” (Bound Hearts), as the arranger of the new version, said that bringing the song “Hua Jai Mook Gun” back for a new arrangement this time means taking a song that speaks of relationships and bonds and reinterpreting it to fit the context of living, while preserving the essence of the original song. At the same time, the details of the music and the song’s atmosphere were adjusted to be contemporary and to connect with the story of the SC Condo brand, which aims to communicate the relationship between people and the spaces they choose to live their lives in
“Hua Jai Mook Gun is a song about attachment, which I think connects well with condominiums and living, because a place does not derive its meaning from the physical space alone, but from the stories, memories, and lives of the people in that space. This arrangement therefore intends to retain the familiar feeling of the original song, while adding musical dimensions that better match the story and feelings of contemporary living” said Boy Kosiyapong.
Meanwhile, Mr. Thanachai Ujjin, or Pod Thanachai, a renowned artist, as the singer of the new version of “Hua Jai Mook Gun”, said that performing the song again in this new version gives it a perspective different from the original, especially when connecting the song’s story with residence in a “condominium” and the spaces people choose to live their lives in. Beyond being a place to live, it is also a space that reflects identity, gathers experiences, and creates each person’s memories, which aligns with SC’s concept of wanting ownership of a space to be more than just having a place to live, but a feeling that arises from something one has chosen for oneself
“I think the sense of ease we feel when we are in the right place is a feeling that cannot be explained by function alone. It is when that space fits who we are, fits the way we live, and makes us feel that this is truly our place. For me, this version of Hua Jai Mook Gun therefore wants to convey that feeling, through the story of a space we choose and gradually grow attached to, until it becomes a sense of pride in ownership” said Pod Thanachai.
SC’s condominium portfolio includes leading brands such as Reference, COBE, and STILL, covering multiple locations such as Sukhumvit, Wongwian Yai, Kaset, and Rama 9. Those interested can make an appointment to visit the projects or view more details at https://hub.scasset.com/campaigns/sccondodesignedforpeaceofmind and watch the Music Video of the new version of “Hua Jai Mook Gun” at https://youtu.be/_qwExzqScDk
