2018 | Gold | Best Use of ABC Audited Newspapers/Magazines
Advertiser: Sime Darby Property Berhad Brand: Sime Darby Property Creative Agency: - Credits: -
With CityofElmina launch, SimeDarbyProperty(SDP) realised that home purchase is more an emotional decision than a logical one. By engaging 5 “Wellness Architects”, we inspired home buyers on how life should be. But when expecting someone to part with RM700,000 upwards, they need to be assured of their decisions. Our challenge was to provide credibility to an emotional decision.
Insight, Strategy and the Idea
We knew that: 1)When it comes to home purchase, buyers still relies on newspapers, not just for choices but for editors’ unbiased views on property evaluation. 2)Written words are more powerful than the spoken one, especially when it has third party validation. 3)We could not just communicate about CityofElmina based on physical specifications like most property campaigns do. Understanding that home purchase decision swung towards emotional factor, we focused not on ‘per square foot’. Instead we looked at ‘per square foot of smiles’. We decided to work with credible press titles to create the “Elmina Wellness Series” to influence home buyers to #EmbraceTheElminaWay.
We strategically selected The Star and The Edge because: 1)It’s highly regarded and refered to in terms of property content 2)command high reach amongst affluent population who could afford homes RM700,000 upwards To ensure relevance, the articles were curated with the help of Google search trends which allowed us to focus on topical wellness trends. We saw high search intent of work life-balance and sustainable living. Our articles focused wellness living and achieving a balanced life the Elmina way, whilst highlighting key features of Elmina homes. This included open kitchens that encourages family bonding and natural surroundings that fuels the spiritual mind and mental wellness.
Results and Effectiveness
Bookings for Elmina increased 3.2x by end of campaign. Average of 30% spike on Elmina organic searches. 108% interest lift towards “SimeDarbyProperty” keywords, 1145% interest lift towards “Elmina” keywords. 67.8% lift in brand interest, 20.3% lift in ad recall.