Reprise Digital, the full-service integrated communications agency within the IPG Mediabrands network, has released a new digitally led campaign for UEM Sunrise to commemorate the festive Raya season and showcase properties.
The Raya campaign features an interactive video that tells a family narrative using UEM Sunrise 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.
Amir Faiz, Group Creative Director of Reprise said, “This was a milestone campaign as it is the first time we are utilising technology in this way for the property sector, allowing us to build interest and take people on a journey through the properties. The video also has an interactive element built into it, whereby users can switch across stories on the same screen to view each property story in greater detail. The Raya story weaved in with a comical element was the added touch to build interest during this festive season.”
The film shows the sibling rivalry of two brothers as they prepare for Raya, as each wants 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”. A key brand positioning for UEM Sunrise 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.
Amir adds, “The team landed on this idea as this is a familiar story over this period. The insights showed us there was a lot of linkage between home pride and the Raya festive season, so this enabled us to play both stories effectively over the UEM property canvases. In the end, the message of family happiness and togetherness shines through and serves as a precious reminder for the festive season.”
Kenny Wong, Chief Marketing Officer, UEM Sunrise said, “It is the first time we are utilising digital mediums in this way to showcase our properties, and we are excited about the prospect. We recognise that more and more of our audience are digital-first, and we are pleased to work closely with Reprise to position ourselves as a digitally ready property developer.”
The primarily socially-led campaign runs across Facebook, Instagram and YouTube, and includes a contest to allow users to take their own version of Rumah Happy Aidilfitri by uploading and tagging their Raya pictures in their respective homes on Instagram with the hashtag #UEMSRaya. Winners stand to win RM500 in cash prize, with a total of eight winners to be selected. The contest runs between the 17th and 30th of June.
Through the microsite www.uemsrumahhappyaidilfitri.com, interested parties will also be able to navigate different functionalities to book viewings or make enquiries.
“The team at Reprise looked at various digital touchpoints upon which we could connect with our target audience for UEM Sunrise. It is our first large scale campaign together, and we look forward to building further on our insights for future campaigns,” Amir adds.