Malaysian Media Awards Winners Showcase

2017 | |

Sime Darby Property fills Subang-ites with neighbourhood pride

Advertiser: Sime Darby Property
Brand: Sime Darby Property
Creative Agency: -
Credits: -

The Challenge
With property development market getting immensely cluttered, SimeDarbyProperty needed to stamp its authority as the best and most trusted property developer in Malaysia, when it comes to building sustainable homes and communities. The challenge was to communicate via demonstration, SimeDarbyProperty’s expertise to create communities, a legacy which generations could vouch for.

Insight, Strategy and the Idea
Where you’re from isn’t just a name or a zipcode, it’s a part of who you are, and many wear it proudly like a badge of honour. This is especially true for Subang-ites, who have a formidable passion for their hood. So SDP rallied Subang-ites together to contribute their unique stories and co-create the world’s first crowd-sourced 360° music video for a song written and composed by Subang’s very own Joe Flizzow.

Media Execution
For one night only, we blocked off the street in front of Joe’s Barbershop within SS15 for an exclusive Live Concert and the people of Subang were invited to be the first to hear Joe Flizzow’s new song. To add to the celebrations, we had food trucks take over the street and also gave away free SJ40 merchandise to everyone present. Campaign hashtag #SJ40 was activated further by encouraging the audience to share their experience on social media. Live videos were broadcasted on SimeDarbyProperty’s Facebook and Instagram platforms to hype up the event

Results and Effectiveness
SimeDarbyProperty social media updates on the Music Video Live Concert Shoot night garnered over 5,000 organic views, reaching over 36,000 people organically. The performance of the new Subang song on the event night achieved the highests number of views on SimeDarbyProperty’s Instagram page. “Budak Subang Jaya” 360 music video garnered over 14,000 views organically during the first 2 days, and has more than 1.3mil views to-date. The whole campaign has contributed 10% of mentions on digital sphere to SimeDarbyProperty brand in totality.