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SP Setia and Auntie Siow tickle fans with pun-filled spot, exceeds 1m organic views

SP Setia and Auntie Siow tickle fans with pun-filled spot, exceeds 1m organic views

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SP Setia seems to have struck gold with its “No.1 Property Agent in Malaysia”, content creator and online personality Jenn Chia, who got into character for one of her most-loved alter egos, Auntie Siow. In a video which amassed half a million views two days after it went live on 12 August, Auntie Siow describes herself as the number one property agent and casually introduces key features and visual elements of Setia City Residences all over green screen whilst keeping her usual over-the-top auntie personality.

Done in collaboration with Dentsu Aegis Network’s Lemonade, the Malaysian pun-filled video has exceeded one million organic views across Facebook, Instagram and YouTube, and 5,264 organic conversations as of today. SP Setia declined to reveal the monetary value of its partnership with Chia, neither did it disclose the exact ROI it achieved from the video. However, it said that it observed “a very positive increase” of organic interest within a week and extremely positive sentiments have also flooded the comments section. Some netizens said this was the only property ad they were able to watch from start to end, while others said they would not mind watching it repeatedly.

A spokesperson from Lemonade told A+M that Chia and her partner Jon Liddell were “the perfect fit” for the video objective and based on her follower analysis, which were young working adults, they too matched the project’s target audience.

Lemonade also pushed for the tie-up for it saw this as an excellent opportunity for SP Setia to step outside of its corporate comfort zones and leverage on Chia’s influence, as well as her out-of-the-box creativity.

“We were also keen to explore new and alternative creative ads to target local Millennials, and with Chia being one of the top local YouTubers and content creators with a neck for sales, she was the ideal partner to collaborate with,” the spokesperson added.

Conversations between SP Setia, Lemonade and Chia’s team for the project began in October last year. Originally meant to be a full-scale production in one of SP Setia's showrooms, Chia and Lemonade came up with an alternative solution during the global COVID-19 pandemic.

Lemonade representative and project team lead, Sabrina Chan, said with stuffy Movement Control Order restrictions, many property agents were jumping into Zoom meetings with potential buyers. Drawing inspiration from there, the team thought a green screen virtual experience would be a good fit for the video.

“As a content creator, it has always a challenge and a goal to produce something fresh, fun, and authentic to my brand - in this case, Auntie Siow. I was thrilled when Lemonade told us that SP Setia wanted to give Auntie Siow a shot, willing to break the rules of typical property videos,” Chia said.

Tan Siow Chung, divisional GM of SP Setia, said Chia is one of the pioneer ambassadors of the #StandTogether video co-initiated by SP Setia and The Star back in 2018.

“She has since been a strong supporter of the Kindness video, targeting all Malaysians especially school-going children. Additionally, we are glad to have collaborated with the fun side of Jenn and watching this synergy produce such a meaningful outcome as it gives purpose to what is being done for all parties,” Tan said.

Join us on a three-week journey at Digital Marketing Asia 2020 as we delve into the realm of digital transformation, data and analytics, and mobile and eCommerce from 10 to 26 November. Sign up for early bird tickets here!

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