Frasers Property unveils multi-market campaign reflecting inspiring experiences

Frasers Property has launched its first-ever multi-market purpose-led campaign. Developed with branding agency, Sedgwick Richardson and Frame by Frame, a full-serviced production house based in Singapore, the campaign follows the refresh of the Frasers Property brand in October 2021.

The evolved visual identity was inspired by how Frasers Property wants to drive evolutionary change in what it does with its purpose. The campaign media buy launches from today with digital, paid social, frasersproperty.com and Frasers Property social channels and a digital content partnership with Bloomberg. Geographies include Singapore, Thailand, and the United Kingdom.

The campaign builds upon its corporate purpose of “Inspiring experiences, creating places for good” and aims to reflect its shared purpose and values across its multinational business. According to Frasers Property, the new campaign reinforces the company’s focus on innovation and collaboration to create long-lasting value for its customers and partners, “while helping address some of society’s most pressing issues”.

Adeline Ong, senior vice president, head of group strategic communications and branding, Frasers Property said that real estate has a pivotal role in society in helping to connect and strengthen businesses and communities and making a positive contribution in a rapidly changing world. While Frasers Property’s Purpose was introduced at the start of last year, this is the group’s first campaign that frames its approach as an “inspiring narrative for good, anchoring on one aspect of our purpose-led journey – towards decarbonisation in real estate”.

“As a leading multinational real estate company, we are committed to our Purpose to benefit businesses, society and the environment. Whether it is in endeavouring to deliver quality customer experiences, contributing to a better quality of life, becoming a net-zero carbon corporation, or building a more resilient future-ready business – we do see the importance in helping to build a more inclusive and healthier world,” said Ong.

“We believe in the power of contributing a positive ripple effect to encourage people, businesses and communities to partner us in this shared journey,” said Ong. Going beyond environmental, social and governance (ESG) considerations, the campaign explores three interconnected dimensions – planet, people and society.

Under planet, the group is taking a whole-of-environment approach to reduce real estate’s reliance on carbon and use safer and greener building materials. Under people, it is assessing its impact at a stakeholder level looking at areas such as diversity, equity and inclusion for its people and communities, as well as innovation and learning for its
New digital campaign on decarbonisation

Ong added that tangible climate action needs the participation of every individual and business. “We hope our Purpose inspires more to step forward – by not only collaborating with us in making a better future but to create value for the benefit of all. It is in this spirit of collaboration that you will see in the purpose campaign we’ve launched, to convey ripples of positive change. Individual purpose and action can align with corporate initiatives,” Ong added.

Frasers Property began its sustainability journey early, publishing its first Sustainability Report in 2015. In 2021, Frasers Property announced five sustainability goals to guide a long-term roadmap to achieving carbon reduction across the Group’s businesses with the ultimate ambition of achieving net-zero carbon by 2050.

Some business units that are further ahead in the journey are expected to achieve net-zero carbon from 2028 onwards. The Group is also leading the charge in green and sustainable financing, having raised over SG$8 billion in green and sustainability loans and bonds to-date. It has also earned numerous accolades and industry recognition in its continuous pursuit of sustainable innovation to make buildings greener and achieve lower carbon intensity.

Achieving carbon neutrality is a long-term commitment, particularly for the built environment. To evidence the work-in-progress across Frasers Property’s multinational property portfolio, six properties are being highlighted. These individual examples are just some of the group’s decarbonisation efforts.

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