ONYX Hospitality Group partners with Ogilvy Thailand to share the story of happiness in “Shama”
(Gumpon Laksanajinda Chief Creative Officer (CCO), Ogilvy Thailand)
Guests Are Invited to Experience the Essence of “Live Your Blended Life” at Shama – A Place Many Proudly Call Home.
ONYX Hospitality Group, Thailand’s leading hospitality management company specialising in the management of hotels, resorts, serviced apartments, and luxury residences, has partnered with Ogilvy Thailand to craft a narrative that embodies the essence of Shama, a serviced apartment brand managed by ONYX Hospitality Group. The concept of “Live Your Blended Life at Shama” reflects the experience of guests who, regardless of where they may be, long for the place their hearts consider home – a place like “Shama.” This reinforces Shama’s commitment to providing serviced apartment accommodation that fosters a meaningful and memorable living experience for guests at all times, embodying the spirit of “Freedom to Explore” perfectly.
This film marks the first collaboration between ONYX Hospitality Group and Ogilvy Thailand to tell the story of “Shama,” a serviced apartment that has captivated guests of all kinds, from solo travellers and groups of friends to extended families seeking a
second home for every member. It emphasises that everyone seeks a place that supports their lives and offers the freedom to explore new joys through society, community, and the surrounding environment. Ultimately, everyone becomes attached to Shama, as conveyed in the film’s words: “Wherever life takes me, the place my heart calls home is Shama.”
The creation of this film features Gumpon Laksanajinda, Chief Creative Officer (CCO) of Ogilvy Thailand, renowned for his award-winning, world-class advertisements. He crafts the storytelling with a shared vision alongside ONYX Hospitality Group, aiming to establish a strong goal and clear direction for the Shama brand to distinguish itself from competitors. This collaboration seeks to create a vivid perception for the target audience, allowing them to perceive the brand’s vision more clearly.
Inspired by life at Shama, the story embodies the concept of a ‘Home Away From Home.’
Shama is a serviced apartment brand that originated in Hong Kong. ONYX Hospitality Group acquired the business in 2010 and has since expanded its operations in Thailand and internationally. Currently, there are six serviced apartments under the Shama brand in Thailand, seven in Hong Kong, five in China, and two in Malaysia. These properties
are categorised into “Shama Luxe,” “Shama,” and “Shama Hub,” each differing in room size, location, and design to cater to the diverse needs of customers, ranging from upper upscale to upper middle scale.
The standout feature of Shama that sets it apart from other serviced apartments is its spacious room sizes, meticulously designed to accommodate a variety of residents, from solo business travellers to large families seeking a second home for everyone. Additionally, Shama offers facilities that cater to everyday needs, including 24/7 hotel-standard care services for residents. Furthermore, all Shama properties are situated in residential areas in the heart of the city, surrounded by amenities and offering easy access to transportation. These features enhance both the short-term and long-term living experience, contributing to the well-being of guests. They perfectly blend lifestyles, work, travel, and relaxation, promoting a simple life in a new environment, and making guests feel as though Shama is their second home that provides happiness and warmth during each stay. This is the foundation of the concept “Live Your Blended Life at Shama.”
ONYX Hospitality Group and Ogilvy Thailand have drawn inspiration from these features to create a video film that conveys the emotions of guests. It illustrates that when guests feel connected to the Shama lifestyle, they will always think of this place, regardless of where they go. This sentiment reflects the idea that Shama has captured people’s hearts, leading to the creative concept: “Though our bodies may be miles apart, our hearts are united at Shama.”
“If we consider products and services within the same category, we will notice that nearly every brand shares similar narratives, such as beautiful locations, comfortable accommodations, and happy people. Using the same message makes it difficult for consumers to remember any particular brand. In contrast, Shama stands out with its concept of ‘Live Your Blended Life at Shama,’ which I believe will clearly resonate with customers and leave them a lasting impression.” Additionally, the film employs the imagery of a ‘heart’ to create a visual impact that leaves the audience feeling intrigued, prompting the thought, “Huh? What’s happening?” In the second half, it is revealed that
this heart imagery represents the experiences of those who have stayed at Shama; no matter where they go, their hearts remain connected to this place. This carries the genuine emotions that guests feel for Shama, making it evident that this place is truly special and unlike any other.
“Shama is a brand that boldly declares its ability to win people’s hearts, perhaps the only brand that dares to make such a claim. Those who have the opportunity to experience Shama’s services will discover that it truly delivers that feeling. It serves as a ‘Home Away From Home,’ providing a second home for every customer. Additionally, the brand’s slogan, ‘Freedom to Explore,’ resonates with people in today’s era, who seek to not only travel somewhere for leisure or work but also to discover new experiences. The essence of this slogan is beautifully conveyed in the video film,” noted Kampol, regarding the inspiration and creative concept behind his latest work.
It conveys the DNA of ONYX Hospitality Group’s commitment to caring.
Not only does the film clearly and impressively reflect the image of Shama, but it also illustrates the DNA of ONYX Hospitality Group, which is evident across all brands within the group. Gumpon shared his feelings as a regular customer who uses the services of hotels and resorts within the ONYX Hospitality Group. In his point of view, the hotels, resorts, and serviced apartments managed by ONYX have the potential to bring happiness to people from all walks of life, offering products and services that cater to a wide range of needs, whether for leisure travellers or business professionals. Therefore, he made sure to incorporate this DNA into the Shama film.
“I am a big fan of the hotels in the ONYX Hospitality Group. Due to my creative career, which demands a lot of inspiration, I often chose to ‘work from hotel’ – often at ONYX hotels during COVID. Many of my inspirations have stemmed from being in such welcoming environments, places where I truly felt at ease. From my experience with the products and services of ONYX, I can sense the DNA that is present in every brand under ONYX’s management, including Shama. This encompasses attention to detail, not
only in terms of location and facilities but also in the quality of service provided by the staff,” said Gumpon.
He added, “Creating a community like the Shama Social Club allows everyone to immerse themselves in the local culture and lifestyle, fostering a sense of familiarity that makes long-term stays feel like home. For instance, in Hong Kong, some guests have been residing at Shama for over ten years because they find it exceptionally comfortable. Personally, from my past experiences, I have always been impressed every time I utilise the services of the various brands under ONYX Hospitality Group.”
“This film aims to reflect this aspect, demonstrating that Shama is not just a serviced apartment, but embodies a spirit of service dedicated to bringing happiness to every guest. This commitment is conveyed through every detail presented in the film,” said the Chief Creative Officer of Ogilvy Thailand.
Therefore, this film not only communicates the essence of “Shama,” a place that people call “home,” but also clearly transports the caring DNA of ONYX Hospitality Group to resonate with the target audience. Both ONYX Hospitality Group and Ogilvy Thailand hope that viewers of this film will sense the spirit of service dedicated to providing the best accommodation experience at Shama, inspiring them to want to experience this unique offering for themselves at least once.
“I believe that if you take the opportunity to experience Shama, you will undoubtedly be impressed, just as we mention in this film: even if your body is somewhere else, your heart remains at Shama. If you come and see for yourself, you will find that everything portrayed in this film is not an exaggeration,” Gumpon emphasised.
Guests can discover warm and happy moments in the place that many people call “home,” along with the “Freedom to Explore” experience at Shama by visiting www.shama.com. Alternatively, come and immerse yourself in the unique experience of “Live Your Blended Life” at Shama serviced apartments, where outstanding service sets
us apart from the rest, both in Thailand and abroad. These include Shama Yen-Akat Bangkok, Shama Ekamai Bangkok, Shama Lakeview Asoke Bangkok, Shama Petchburi 47 Bangkok, Shama Sukhumvit Bangkok, Shama Suasana Johor Bahru in Malaysia, Shama Hub Qiantang in Hangzhou, China, Shama Hub Metro South in Hong Kong, and more. Then you will find out that there is indeed a place that can truly be called a ‘Home Away From Home’ – at Shama.