PropertyGuru launches GSS campaign revolving around a cuckoo

PropertyGuru Singapore has teamed up with 10 property developers this Great Singapore Sale to launch a campaign for its fourth annual PropertyGuru Great Singapore Specials (PGSS). The company collaborated with PHD and Brilliant to conceptualise and execute PGSS only in Singapore. The campaign is running on various channels including out-of-home (OOH) media, radio, online and social media.

Bjorn Sprengers, chief marketing officer at PropertyGuru Group, said PGSS is for locals and foreigners in Singapore looking to buy a private property with a wide price point to suite a range of budgets.

He added, "With over 5 million consumer visits every month in Singapore, PropertyGuru is keenly aware of Singaporeans' aspirations to own private property. We believe that consumers should take advantage of the massive savings PropertyGuru is bringing to them to purchase their ideal home."

In a statement to Marketing, Sprengers said the company opted for a "daring concept", with the cuckoo bird as the main idea, to make its ads stand out. This concept is represented by the sentence, "You'd be cuckoo to miss these deals!" on the PGSS website.

"Singaporeans will be able to understand the tongue-in-cheek nature of the creative," Sprengers said.

According to PropertyGuru, the campaign, which runs until 31 July 2017, will bring over SG$1,000,000 in savings to homebuyers on properties from a selection of properties including landed houses and luxury condos. They include Sims Urban Oasis, Victoria Park Villas, Parc Riviera, Cluny Park Residence and Stars of Kovan.

Sprengers said, "It is still in the early days as the campaign launched a week ago and we are still keeping score. However, we have heard from one developer that it has already sold two units."

According to PropertyGuru’s Property Market Outlook for private properties, 2017 is a favourable year for prospective homeowners, with the real estate cycle close to the bottom. This makes the PGSS period an advantageous time for them to purchase properties.