Sime Darby Property, along with its agency G.A Brand Design Kuala Lumpur, has unveiled the second phase of its communications launch for Alya Kuala Lumpur.
Comprising OOH, digital advertising and a 60-second brand film and 15-second cut-down selectively targeting YouTube, BBC and Bloomberg online, the new campaign evolves the creative idea which positions the RM 8bn development as a luxury lifestyle brand www.alya.com.my.
In this campaign, Alya is personified as a young woman. She represents the brand values of sophistication, elegance, refinement and cosmopolitanism and symbolises a lifestyle coveted by global luxury consumers. The film intercuts between two narrative threads of the protagonist at a party at night and in her apartment during the day, conveying a life of harmony and balance, embraced by nature. The deliberately intriguing and mysterious tone of the film, teases the audience, enhancing the overall desirability of the development and the interest to discover more.
Gowri Balasegaram, managing director G.A Brand Design said, “Alya Kuala Lumpur defined our move into the premium, branded lifestyle sector, creating a new global Malaysian luxury lifestyle brand. Our target audience perceives luxury as a sense of freedom; being able to choose how to live from moment to moment, eschewing the traditional 9-to-5 working lifestyle.”
Balasegaram added that marketing to this discerning audience meant the team had to transcend the norms of property marketing and take inspiration from the very best of luxury branding.
“Few brands also feature single women as their protagonists. In the property market, women are key decision makers and increasingly buyers themselves. We wanted to break these norms and feature a woman who is empowered to make her own decisions, inextricably linking her qualities with the brand itself,” she said.
“We want to engage the emotions and hearts of our customers first, then their minds. The campaign marks the final communications piece in our development of the brand, which also included interior design, event strategy and wayfinding and signage of the International Gallery to put the brand at the very centre piece of the customer experience,” she added.