Malaysian Media Awards Winners Showcase

2018 | |

SUNWAY un-brands an event, to build its brand

Advertiser: SUNWAY
Creative Agency: -
Credits: -

The Challenges
Sunway launched its new property Sunway Serene in PJ, but was faced with an unique challenge. Everyone associated Sunway with the ‘Sunway’ area and it was increasingly difficult to drive penetration into the minds of PJ inhabitants, who favoured neutral developers. For the first time, a strong brand association became a challenge.

Insight, Strategy and the Idea
People forget names but remember experiences. With low brand affinity in PJ, and a tricky location for their upcoming property, MediaAgency recommended Sunway to start way ahead in their campaign to create affinity driving experiences intrinsic to PJ audiences and develop an affinity database first, which could then be tapped as a remarketing campaign when their project was ready to be sold. MediaAgency recommended designing an event to form a partnership and association between Sunway and PJ audiences, totally unbranded. By creating unique and memorable experiences, the brand would connect with the desired audience thus building affinity and at the back end would also be designed to generate a database of prospects for the sales campaign.

Media Execution
A ‘Simple Act of Love’ was created as an experience platform which PJ residents could hop on to, and sign up to spend a memorable weekend with their loved ones. No sales push, no show galleries, just a Simple Act of Love, a hand of friendship extended by Sunway to PJ-ites. Activities from games, digital caricature, street side busking to concerts and food trucks turned the Serene lakeside into a carnival. Serene Lakeside became the backdrop for a place to rejuvenate and create memories for a lifetime. It became the marquee impression that PJ residents took back of Sunway Properties.

Results and Effectiveness
• 4 million reached with more than 80% of leads at the event
• 3.2% CTR and 96% positive sentiments via social listening.
• Google SEM’s CPL lowered by 25%.
• Extension of Day 2 for the public.