For the next few weeks, MARKETING Magazine will be featuring all 27 winners of The APPIES Malaysia Marketing Campaign Awards 2020 by sharing one campaign per day. Consider this your daily dose of inspiration from Malaysia’s best marketing campaigns, judged by a jury of 28 marketing leaders who have made their mark in various industries.
GOLD Winner in Festive & Entertainment category
Campaign: Rumah Happy Aidilfitri
Brand: UEM Sunrise Berhad
Category: Festive & Entertainment
Noor Hajar Yusof, Associate Director
Safder Ali, Associate
UEM Sunrise Berhad
Kenny Wong Koon Keng, Chief Marketing Officer
Presenter: Kenny Wong Koon Keng, Chief Marketing Officer, UEM Sunrise Berhad
UEM Sunrise’s Rumah Happy Aidilfitri campaign features an interactive video that tells a family narrative using the company’s properties as a canvas for the story. The film showcases three launched developments – Residensi Solaris Parq, Kuala Lumpur, Serene Heights, Bangi and Estuari Gardens, Iskandar Puteri, JB.
An added feature which made this campaign successful was the interactive element allowing users to switch between stories on the same screen to view each property story in greater detail.
The film revolves around sibling rivalry of two brothers as they prepare for Raya, as each of them try to demonstrate their home as the best to host their family over Raya – “Rumah Happy Aidilfitri”.
The film ends with a twist, and the message “Raya together, happy together”. UEM Sunrise’s new key brand positioning is the message of “Find your Happy”, and this Raya film demonstrates that a family that celebrates together stays happy and interconnected with one another.
Below are more specific details on the campaign and the results it achieved, based on the campaign submission we received:
THE BIG IDEA
For many Malaysians, hosting a Hari Raya Open House is one thing that friends, family and loved ones get really excited about. With this cultural insight in mind, UEM Sunrise arrived at their campaign narrative: a universal story of sibling rivalry and the quest to host the perfect Hari Raya open house.
The story unfolded digitally via a first of its kind multi-platform interactive Raya ad featuring UEM Sunrise properties. This provided the brand with a differentiated edge against the competition.
While the campaign masqueraded as a Hari Raya initiative, it was a lead generation exercise which used the brand’s high-value properties as the story’s canvas.
Kicking off with a 20-second digital video of rivalling brothers – Ali & Ramli – introducing their homes in Solaris Parq (KL) and Estuari Gardens (Johor) where they challenged each other to host the best Raya Open House of 2019.
The 20-second video led to an interactive microsite which utilized dual view technology where viewers could switch between Ali and Ramli’s homes respectively in KL and Johor by tapping the screen. This allowed UEM Sunrise to feature both homes simultaneously. The microsite also served as a lead collection platform as interested parties could book a viewing of homes at the show galleries.
By the three-week mark, the campaign culminated in a series of open houses at each of the featured properties. This encouraged foot traffic during an otherwise fiercely competitive window and completed the loop from online to offline in a seamless manner.
Sales saw a +427% surge in the second week, 7 days after the launch of our video and interactive microsite. In the following week, the sales continued to increase by +16%.
Overall, sales grew by +18% (3x of the original target of 6%) during the month of June 2019. The campaign ended on 30th August which showed a direct correlation between campaign communication and sales.
Our targeting proved to be on-point as we were able to hit our sales target while maintaining the highest sales mix of 1 million+ properties in 2019 so far (50% of all properties sold).
To view the full list of APPIES 2020 winners, click here.
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