Fraser Centrepoint has launched its Seaside Residences campaign. Called “The Seaside is now called Home”, the organisation worked with agency partners Formul8 and Type A to develop and execute the campaign.
Campaign objectives include formulating a strategy to strongly position the Seaside Residences brand in the east side of Singapore, amid competitive market sentiment. This is to encourage strong brand recall for buyers and investors looking for a home in the east.
Formul8 was appointed last year to handle naming and branding, TVC, print, radio, web, e-marketing, video and BTL creative development, along with social and content agency Type A which handled all the social media aspects. Meanwhile, Maxus handled the media buy that covered TV, print, digital and direct marketing while Black Dot PR handled all public relations and media management for the launch.
“Formul8 are partners in every sense with their strong real estate experience and know-how and value added greatly to the process. It is the second launch with them after Qbay which was also hugely successful, so we were confident that they would do the same with Seaside Residences. They’re a fantastic team to work with; responsive, reliable and efficient and had great creative ideas that allowed the USPs of the development to be communicated resoundingly in a challenging and competitive market environment,” Jenny Ho, senior marketing manager, Frasers Centrepoint, said.
According to a press statement, Seaside Residences reeled in strong buyer response with over 70% of 560 released units sold during the first weekend of its sales launch on 22 and 23 April 2017.