UEM Sunrise’s Raya campaign features an interactive video titled “Rumah Happy Aidilfitri” which tells a family narrative using UEM Sunrise properties as a canvas for the story.
The film, which showcases three launched developments – Residensi Solaris Parq in Kuala Lumpur; Serene Heights in Bangi and Estuari Gardens in Iskandar Puteri, Johor Bahru – shows the sibling rivalry of two brothers as they prepare for Raya. Each brother is eager to demonstrate his home as the best to host the family over Raya.
Done in collaboration with Reprise Digital, the film ends with a twist and the message “Raya together, happy together”, which is in line with UEM Sunrise’s key brand positioning “Find your happy”. The film demonstrates that a family that celebrates together stays happy and interconnected with one another.
The primarily socially-led campaign runs across Facebook, Instagram and YouTube, and includes a contest to allow users to take their own version of Rumah Happy Aidilfitri by uploading and tagging their Raya pictures in their respective homes on Instagram with the hashtag #UEMSRaya. UEM Sunrise will select a total of eight winners and each will win RM500 in cash prize. The contest runs between 17 to 30 June. Consumers can also browse through the Raya microsite to book viewings or make enquiries.
Kenny Wong, UEM Sunrise’s CMO, said it is the first time the company is utilising digital mediums in such a manner to showcase its properties, and it is excited about the prospect. “We recognise that more and more of our audience are digital-first, and we are pleased to work closely with Reprise to position ourselves as a digitally ready property developer,” he added.
Amir Faiz, group creative director of Reprise added that this was a “milestone campaign” as it is the first time the team is utilising technology in such a format for the property sector, allowing the team to build interest and take consumers on a journey through the properties.
He added that the video also has an interactive element built into it, whereby users can switch across stories on the same screen to view each property story in greater detail. The Raya story weaved in with a comical element was the added touch to build interest during this festive season, Amir said.
“The team landed on this idea as this is a familiar story over this period. The insights showed us there was a lot of linkage between home pride and the Raya festive season, so this enabled us to play both stories effectively over the UEM property canvases. In the end, the message of family happiness and togetherness shines through and serves as a precious reminder for the festive season,” he said.