In conjunction with Sime Darby Property’s first anniversary of being an independent entity, they wanted to re-evaluate their customer brand perception and boost brand awareness. Hence, FOREFRONT was roped in to conceptualise a creative branding solution for them.
To start off, we created a nostalgic campaign that rode on the festive mood of the 14th Malaysian General Election, named “Rediscover Being Malaysian”.
The “Rediscover” theme proved to be a sustainable one as we were able to maintain the concept across different times of the year, bringing with it a whole meaning: rediscovering what Sime Darby Property has to offer. The campaign carried on into a Hari Raya campaign – “Rediscover Evergreen Raya” which made a splash and increased the company’s property sales. A sales campaign then carried on in 2018, named “Rediscover Our Hidden Gems”, which invited the public to get a glimpse of their selection of properties.
Rather than focusing on one marketing medium, FOREFRONT came up with a solution that engaged Sime Darby Property’s target audience digitally and traditionally at every turn. Our strategy involved a microsite, social media ads, press ads, and out-of-home advertising (OOH) materials.
During the “Rediscover Our Hidden Gems” campaign period, Malaysia Day presented an opportunity for us to grab customer attention by producing a musical-inspired music video ad.
Titled “Rediscover Our Hidden Harmony”, the cheery musical is set in a kopitiam and features a diverse cast singing and dancing in perfect synchronicity, signaling the effortless comraderie that we often encounter when a community of Malaysians come together. Aired after the 14th Malaysian general election, when Malaysians were still reeling from heady feelings of patriotism and love for the country, this production was more than just a Malaysia Day greeting ad. The musical-inspired music video served as a timely reminder to rediscover and appreciate present bonds and relationships that already exist among us, no matter our racial identities, socioeconomic status, and political stance.
The video garnered over 1.1 million views across YouTube and Facebook.
2019 Chinese New Year’s “Rediscover Abundance All Around” was the concluding phase of the campaign, where Sime Darby Property engaged FOREFRONT conceptualised a creative marketing campaign to drive the appeal and boost sales for its residential projects, focusing on unsold ready-to-move-in units.
The “Rediscover Abundance All Around” campaign was designed to link the idea of prosperity to any of Sime Darby Property’s esteemed developments, as well as to highlight the Abundant CNY Package, an exclusive CNY-only deal. The title is synonymous with “full” and “overflowing”, indicating a time of prosperity and opportunity for everyone. It also resonates with the Year of the Pig — the pig being the 12th and last animal that completes the zodiac cycle — and translates into a time of fulfilment and accomplishment.
