Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
#LEAwards 2021 highlight: Hoi Hup Realty builds oasis to draw young families to its new haven

#LEAwards 2021 highlight: Hoi Hup Realty builds oasis to draw young families to its new haven

share on

Singapore, being a real estate hub, offers a variety of housing types for the different demographics in the country. While condominiums are well-known for their facilities, they come with a hefty price which may not be ideal for newly-weds who have just started their careers. 

Executive condominiums, on the other hand, are becoming more popular as it is a scheme by the government to help eligible Singaporeans own private condominiums.

With up to a SG$30,000 CPF housing grant available for a first-time purchaser, executive condominiums are becoming more popular among the younger demographics or HDB upgraders. 

Working with W/E + Partners, Hoi Hup Realty came up with a campaign for the Parc Central Residences to target these individuals, and show the benefits of owning a condominium despite the ongoing hit of the pandemic. 

With this campaign, the company clinched the gold award for Best Engagement Strategy – B2C, and Best Use of CSR, and a bronze award for Best Use of Integrated Media at MARKETING-INTERACTIVE’s Loyalty & Engagement Awards 2021.

Challenge  

The latest project by Hoi Hup and Sunway, the Parc Central Residences, was ready for launch. It was the first executive condominium (EC) in the east since 2012, which have historically enjoyed good public interest from the get-go. Located in Tampines, Parc Central Residences was primed to be an opportunity for aspiring houseowners and investors. 

However, the launch found itself at the centre of unprecedented trouble with competition  from other ECs, and the upcoming build-to-order HDBs in Tampines. 

When the pandemic hit, and the newly implemented restrictions came into play, sales galleries were only permitted to have 100 people, or below, each day. There were also uncertain macroeconomic conditions that could deter HDB upgraders and investors. 

As such, the company decided to come up with a plan to circumvent these challenges, with a goal to reignite waning interest within the public to highlight the many benefits of the EC.

Strategy  

Aware that an EC has a different target audience, the company decided to focus its campaign on buyers who are primarily first-timers or HDB upgrader young families with a Millennial mindset. 

Specifically, these target audiences will engage in new experiences, and live a unique life, emboldened by social media inspiration. They are also sporty individuals who embrace outdoor lifestyles or hit the gym regularly. As newly-weds or first-time parents, these people will also be more inclined to live in locations where there is convenient access to work, business trips or schools. 

To answer to the needs of this target audience, Parc Central Residences decided to focus on the customers’ needs, and incorporate them into the executive condominium.

A haven for active living, the EC offers a variety of facilities that cater to a wide range of lifestyles. Perfectly planned for young families, the location is not only close to commercial and industrial facilities such as Changi Airport, it has child-friendly amenities just moments away from the condominium.

While most newly-weds do not have the luxury of purchasing an executive condominium, Parc Central Residences is partially subsidised by HDB. 

Execution  

To broadcast these benefits to its target audience, the company and W/E + Partners based the campaign on the architectural inspiration behind the executive condominium, Central Park. After all, just like how Central Park is where one can find natural respite in the heart of the bustling New York City, so, too, is Parc Central Residences an oasis within Tampines.

To communicate this sentiment, the company branded its collaterals with the tag line, “Live the Central Park Life”, and a logo that depicted the EC as a house nestled among nature, with its branches reaching out to the many places of activity and interests nearby.

Content and communication channels were also tailored to suit the target audiences. Understanding that younger individuals are more tech-savvy, the company decided to focus the majority of its collaterals on social media, and showcased them in bright, eye-catching moving imagery such as GIFs, cinemagraphs, 360◦ images, and videos. 

Additionally, the company also implemented out-of-home and newspaper ads to raise awareness among “third-pocket” parents, as well as potential HDB upgraders living around the area.

After the implementation of the COVID-19 restrictions, the company hosted virtual tours to its microsite to check out all that Parc Central Residences had to offer without leaving home.

The campaign kick-started with a series of teaser posts on a variety of platforms. 

1. Social media 

Cinemagraphs and education posts were posted on Facebook, aiming to attract a greater range of prospective buyers. A series of staggered posts were also released to satiate interest without being overbearing. Each post took on different techniques and introduced new information about Parc Central Residences to avoid boring the audience. 

https://www.facebook.com/watch/?v=350681533012653&ref=sharing

There were also 360-degree posts that talked about the range of facilities within the development, along with panning GIFs that transported viewers for a closer look at Parc Central Residences’ home interiors. It was then ended with countdown posts to hype-up interested parties. 

The social posts also directed viewers to the teaser site, which was soon updated to a fully fledged microsite that contained everything they needed to know about the development and e-application eligibility. From the microsite, interested parties could visit the showrooms 24/7 even at the height of the COVID-19 pandemic through virtual tours. 

https://www.facebook.com/watch/?v=971142883396413&ref=sharing

2. Sales gallery 

To garner the interest of potential buyers, the company created a distinctive theme that drew inspiration from Broadway performances, which were complete with signage, posters and lights. 

Light boxes were also strategically placed within a short distance away from the exits of the Tampines’ MRT, aiming to attract passers-by to visit the sales gallery. 

hoihupsale

3. Press ads and splash ads 

Though physical newspapers such as The Straits Times and Lianhe Zaobao are not often the go-to medium among the intended target audience, they were popular among “third-pocket” parents. 

To raise awareness of the Parc Central Residences among this segment, the company released press ads that highlighted the long-awaited EC in the east, as well as a summary of the many perks its homeowners could enjoy.  

hiohupad

4. Digital 

A short video was released on social media, and platforms such as YouTube. It featured a day in the life of a family that lives “the Central Park life” at Parc Central Residences. 

Results 

The campaign yielded positive results, with positive reviews from the online banners. According to the company, 42.90% of microsite visitors directed from The Straits Times went on to download the e-brochure. Over the course of the campaign, the social media posts garnered a 537.78% increase in average engagement rate. Its highest-rated post also noted a 1,044.45% rise in terms of engagement. Its average reach also rose by 173.92%, and its average post clicks increased by 1,570%. At the same time, its video collected 95,097 impressions, with a 92.04% view through rate. 

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window