With home affordability a hot topic amongst Malaysians, FCB Kuala Lumpur’s new campaign for PropertyGuru Malaysia focuses on a simple yet powerful goal: helping first home aspirers purchase the homes that they really want.
Central to the campaign is a series of web-based edutainment content featuring social influencers and real life first home buyers: Ming Han, Ernest Ng, Nas-T and Atita Haris receiving advice from financial coaches: Ahyat Ishak and Suraya Zainudin on the steps required to be financially ready to a purchase their first homes.
Commenting on the campaign, Ong Shi Ping, Co-owner & Chief Creative Officer of FCB Group Malaysia had this to say: “We picked very real situations and concerns of three main groups of Malaysians looking to own a home – young, single professionals, newlyweds and young families, and paired them up with financial coaches who guided them using the PropertyGuru Mortgage Pre-Qualifier in a series of online videos. We went with a light-hearted and entertaining approach to contrast a heavy subject for a lot of Malaysians, making getting a mortgage a more digestible and less intimidating topic for the audience.”
FCB Kuala Lumpur was appointed by PropertyGuru in July following a pitch that involved at two other digital agencies. “Throughout our interactions; from initial meetings, the pitch and into development, FCB Kuala Lumpur clearly displayed a knack for balancing our desire to achieve a lofty goal with pragmatic creative solutions designed to maximise the assets we had to work with,” said Ryan Thoo, Head of Consumer Marketing for PropertyGuru Malaysia.