Sime Darby Property

Primetime 8 & Spotlight 8

Sime Darby Property RM2 Billion Sales Campaign

CHALLENGE

The property market has been on a steady decline since 2015. How do we create awareness about Sime Darby Property’s projects and drive sales during such a challenging time?

STRATEGY

Every customer has different priorities and preferences when it comes to buying a house. Hence, our strategy was clear:

  • Instead of launching one project at a time, we combined all project launches under one BIG two-part campaign – Primetime 8 & Spotlight 8 – for maximum impact and awareness.
  • Personalisation is key. We needed to hyper target these customers with relevant information to boost property take-up rate.

Execution

We created a dedicated and dynamic website for the campaign, which served as the main platform for customers to learn more about the launches and projects. The website content was refreshed regularly so returning and new customers will only see latest projects and promotions.

To boost awareness, we produced variations of personalised content & creatives weekly to target different clusters of customers across numerous online platforms. All marketing efforts redirected customers to the specific project page on the website for cross exposure and cross conversions.

Watch the case study video

RESULTS

reduction in cost
per lead

uplift in returning
website users

increased on time
spent on website

more than 2,200
property units sold

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