Direct mail case study: Frasers Centrepoint taps on mailers to help customers “sea” to believe

To promote its new Seaside Residences development, Frasers Centrepoint launched a new campaign with agency partners Formul8 and Type A called, “The Seaside is now called Home”. The campaign aimed to strongly position the Seaside Residences brand in the east side of Singapore, amid a competitive market sentiment. This was to encourage strong brand recall for buyers and investors looking for a home in the east.

The entire campaign centred on the premise of how one should make the seaside their home, along with reinforcing the superb views and accessibility to the beach.

Meanwhile, its target audience was primarily people already residing in the East side and across 19 districts throughout Singapore.

On top of a fully integrated campaign that covered print advertising, TV, radio, digital, social and e-marketing, the organisation also utilised a direct marketing mail drop to key residential areas that were either in proximity to the development or in targeted districts that were landed and possibly more affluent. In doing so, it printed 125,000 copies and sent them out during the week of the soft launch in the middle of April.

The direct mailer ended up resonating really well with buyers at large and on the launch weekend, hundreds of eager buyers thronged the sales gallery with cheques in hand to ballot for their preferred unit.

A large percentage of the buyers correlated with the mail drop districts in the East that Frasers Centrepoint targeted, and was in line with the strategy of pitching it firstly to residents in the East who were district-loyal and diehard East Coast fans. The brand ended up moving more than 400 units or 70% of units released, which was a huge success and widely reported in the media as well.

Objective

Strongly position the Seaside Residences brand in the east side of Singapore, amid a competitive market sentiment. This was to encourage strong brand recall for buyers and investors looking for a home in the east.

Target audience

Primarily people already residing in the East side and across 19 districts throughout Singapore.

Results

A large percentage of the buyers correlated with the mail drop districts in the East that were targeted. This resulted in the moving of more than 400 units or 70% of units released, coupled with wide media coverage.

The writer is Fiona Bartholomeusz, managing director, Formul8.

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