Sime Darby Properties builds campaign around consumers' dreams

Sime Darby Properties has kicked off an integrated brand campaign to reinforce its leadership position as the largest real estate developer with the largest offerings in the market.

Via a ‘Live your potential’ platform, the brand wanted to build on people’s aspirations of different lifestyles at different stages of their lives. The campaign was created with the help of Leo Burnett Malaysia. Running across press, radio, digital, social, PR, and direct marketing across multi-segment consumers, the campaign started running in April and will run until June, 2015.

While most property brands in the Malaysia market communicate their offers by the showcase of their houses, amenities and sales incentives, with the Lifestyle Collection concept, Sime Darby wanted to cut through the clutter and capture the inspirations of its target audiences.

Take a look at the campaign below:

[gallery link="file" ids="92272,92275,92274,92273"]

“The campaign envisions their desired lifestyles of living thus creating a fresh approach breaking away from the clutter. This was made possible through Leo Burnett’s Humankind approach, which determines the real brand purpose of the campaign and offers,” Jason John, head of lifestyle, CRM, B2B, Leo Burnett Malaysia said.

“Having the opportunity to drive this idea through a multi-spoke campaign also gave us the opportunity to carry this idea through consistently to create the biggest impact to drive the Sime Darby Properties brand,” he added.

Meanwhile, Sime Darby’s head of brand communications Martin Dsilva also recently left the company with no replacement being named as of yet.

Creative Credits
Creative Agency : Leo Burnett Malaysia
Client / Brand : Sime Darby Property
Executive Creative Director : Valerie Chen
Art Director : James Seet
Copywriter : Valerie Chen
Planner : Sutapa Bhattacarya
Client Servicing : Jason John/Wong Eujin/Cheryl Khoo
Media agency : Mindshare