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iProperty Malaysia brings data to life with quirky billboard messaging

iProperty Malaysia brings data to life with quirky billboard messaging

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IProperty brought property data and insights to life through a series of quirky, engaging and personalised billboard messages for its "The People Here" campaign. This is to position itself as the thought leader in the market, create brand resonance among consumers and retain top-of-mind awareness, as well as educate consumers on location-specific insights.The out-of-home (OOH) campaign was launched in November last year and runs until March 2019. The campaign has been rolled out in Bangsar, Cheras, Subang Jaya, Penang, Johor Bahru and Mont Kiara, and the messages are tailored based on data and insights gathered from consumers' behaviour on iProperty's website.For example, iProperty discovered that more than 50% of men have viewed properties in Bangsar on its website. As such, the billboard in Bangsar states "Lebih 50% pemuda melayari laman web Bangsar. Cari jodoh atau cari rumah, abang?" (More than 50% young men has viewed a property in Bangsar. Looking for a soulmate or house, bro?).Also, Mont Kiara's listings on iProperty.com.my have been viewed over 14 million times in the past year. IProperty therefore decided to put up a billboard in that area which reads "Anda meninggalkan kawasan yang paling terkenal di Malaysia. Patutlah Mont Kiara popular, dilayari 14 juta kali." (You are now leaving one of the most famous locations in Malaysia. No wonder Mont Kiara is popular, viewed 14 million times).In a statement to A+M, iProperty's spokesperson said it has always utilised OOH media in its marketing as it offers "massive reach" and scale, as well as allows it to speak to target audiences at almost every moment in a day. Besides OOH, it also strives to be more involved in the daily lives of consumers through platforms such as digital and social.

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