Giu Vicente on Unsplash
KSK Land, Malaysia’s leading lifestyle & design property company and developer of 8 Conlay, has teamed up with digital and social marketing agency Kingdom Digital to launch an immersive digital experience as a teaser to how one can experience the ‘art of living’ with Kempinski by showcasing the exclusive, five-star services provided by Kempinski to residents of YOO8.
Presented in 3 chapters, this virtual experience YOO8 offers users the opportunity to directly experience the hallmarks of Kempinski’s hospitality services from a first-person perspective. Launched recently, users will be provided with various scenarios that enable them to interact with these services, resulting in an intimate and first-person account of what it would be like to live as a resident of YOO8 serviced by Kempinski – the world’s tallest twisted twin residential towers.
“We have always looked at how we can uniquely provide an opportunity for people to experience what elevated living means by focusing on connecting emotionally with customers through crafted and meaningful experiences. This encompasses digital experiences as well which have become very much a part of modern-day life. The next step will be to translate these mini-movies into a physical experience that will take place at the YOO8 branded residences,” said Joanne Kua, CEO of KSK Group & MD of KSK Land.
Ryan Ong, CEO at Kingdom Digital said, “We’re beyond excited to help KSK Land bring their vision to life through this interactive video campaign. We’ve been working closely with the client and our video production partner to complete the filming in March. Then, we developed a microsite to centralise the campaign and to ensure a seamless experience for viewers. It’s a wondrous feeling seeing the campaign coming to fruition.”
The interactive video campaign features 3 different chapters focusing on different YOO8 ‘residents’ experiencing the luxury hospitality offered by Kempinski. The first YOO8 ‘resident’ is Mr. Leong, a loving husband who is planning a surprise anniversary celebration for his wife and how the “Lady in Red” steps in to help him perfectly plan the special occasion. The second YOO8 ‘resident’ is Winston, a Malaysian businessman residing in Hong Kong who, through the aid of Kempinski’s services, assists his son Jacob to settle comfortably into his new home at YOO8. Lastly, the third chapter is about Jillian, a YOO8 resident who was introduced at the end of the previous story. She utilises Kempinski’s services to plan her trendy social lifestyle that involves deciding between hanging out with her friends after a long week or getting some coffee
with her new neighbour.
To drive awareness and reach, the campaign is also supported by monthly teasers for each chapter that will be posted on social media as well as the new 8 Conlay mobile app. In order to generate leads, KSK Land has created a data-driven strategy to measure results from different touchpoints by highlighting specific Kempinski services to pique the interests of the audience and entice them to live vicariously through the main characters in this interactive story.
Kua added that by seamlessly integrating the “decision” format into the world of YOO8 serviced by Kempinski in a digitally interactive approach, allows KSK Land to use big data to understand the service and lifestyle preferences better for future residences of YOO8. “This will enable us to understand our customers more precisely on the back end, translating into designing and curating a better lifestyle when the YOO8 residences are completed next year at 8 Conlay.”