PropertyGuru MY aims to tackle home affordability with 'Own Your Home'

PropertyGuru Malaysia has partnered with FCB Kuala Lumpur to launch a new campaign tackling the topic of home affordability amongst Malaysians. The campaign aims to help first time home buyers to purchase the homes that they really want.

Central to the campaign, "Own Your Home" is a series of web-based edutainment content featuring social influencers and real life first time home buyers such as Ming Han, Ernest Ng, Nas-T and Atita Haris. They are offered advice from financial coaches, namely Ahyat Ishak and Suraya Zainudin, on the steps required to be financially ready to purchase their first homes.

The campaign will run on digital, print and social media, and is part of a larger effort by the company to help 100,000 Malaysians own their own homes by 2020. "Own Your Home" will run for two and a half months.

Ong Shi Ping, co-owner and CEO of FCB Group Malaysia said it picked "very real situations and concerns" of young, single professionals, newlyweds and young families in Malaysia looking to own a home, and paired them up with financial coaches. The coaches then guided them using the PropertyGuru Mortgage Pre-Qualifier.

"We went with a light-hearted and entertaining approach to contrast a heavy subject for a lot of Malaysians, making getting a mortgage a more digestible and less intimidating topic for the audience,” he added.

FCB Kuala Lumpur, an affiliate of the FCB Worldwide,was appointed by PropertyGuru in July to handle all creative and digital duties for the Malaysian market. Meanwhile, earlier this year, PropertyGuru Group unveiled a brand refresh after a decade, in a bid to transition from regional property media powerhouse to a “high-growth technology company”. This included a new brand identity and logo, as well as a brand campaign.

Campaign credits:
Project name: Own Your Home
Chief executive officer: Shaun Tay
Chief creative officer: Ong Shi Ping
Head of digital: LiLian Hor
Creative group head: Mandy Chock
Senior art director: James Voon
Designer: Woey Shin
Digital manager: Annabeth Lee
Strategic planning director: Eldon D’Cruz
Planning executive: Alvin Chern Ho
Production house: Core Studios