Advertiser: Sime Darby Property Brand: Sime Darby Property Creative Agency: - Credits: -
TheGlades, a resort like landed strata development by SimeDarbyProperty (SDP), had low awareness as it is nestled within the bigger and older township of PutraHeights. SDP had to drive affluent footfall to sales gallery of TheGlades (40km away from city center) to distinguish the luxurious TheGlades from the more affordable, typical terrace homes for the masses in PutraHeights.
Insight, Strategy and the Idea
We saw an opportunity to turn TheGlades’ perceived disadvantage into its unique positioning as an exclusive and tranquil resort like sanctuary away from the city. We wanted to make our audience fall in love with TheGlades by spending a full evening to experience it. The SME readers of FocusMalaysia became our target audience for new affluent leads because they are untapped, opportunistic and chase after sense of importance so we curated an exclusive evening for friendly networking.
THE WIN3 NETWORKING FORMULA:
1. SME businessmen get to network
2. FocusMalaysia gets to acknowledge their esteemed readers
3. SDP gets footfall to TheGlades
FocusMalaysia editors handpicked only 25 pairs of VIP readers and their spouses to dial up the event exclusivity. Guests were welcomed “”home”” after work and chauffeured through multi tiered security and enjoyed a picturesque drive (lush landscaping, waterways, sustainable features, waterfront clubhouse) to arrive at an award winning 3 storey bungalows show unit for cocktail and personalized preview of their potential new home. As the sun set over TheGlades, guests were chauffeured to sales gallery for a 5 star fine dining, complete with live band and exquisite liquor. Editorials about the event and TheGlades followed post event to excite our guests and amplify to larger audience.
Results and Effectiveness
>Drove new affluent footfall and turned SME businessmen into advocates for TheGlades.
>Generated RM25mil worth of quality leads (400x potential ROI from media investment).
>Received great response from FocusMalaysia readers with +20% guests attendance.
>A subsequent sales event at TheGlades closed 2.5x more sales than ever.