Live the central park life

Parc Central Residences wasn’t an easy development to market. As an executive condominium (EC), it lacked the prestige of a condominium and faced fierce competition from more affordable Build-To-Order HDB flats.

And so how do we hype up a new EC launch that didn’t have the best conditions going for it in a competitive environment?

BY COMMUNICATING ‘WORK, LIVE, PLAY’ IN BRAND NEW WAYS.

WITH A MARKET SATURATED WITH PRIVATE PROPERTY LAUNCHES, HOW DID WE LAUNCH AN EXECUTIVE CONDOMINIUM WITHOUT GOING ON A PRICE WAR?

WE WORKED IT OUT BY PLAYING UP DISTINCTIVE PROPOSITIONS.

AWARDS

Gold at Loyalty and Engagement Awards (Best Engagement Strategy - B2C)

Bronze at Loyalty and Engagement Awards (Best Use of Integrated Media)

ARRIVING AT (THE LOCATION AS) A PROPOSITION

To capitalise on the pent-up demand of ECs in the area, we arrived at a tactical angle that would tantalise consumers: “The first new EC in the East since 2012”. This then gave way to an emotional proposition of “Live The Central Park Life”, a line that resonated with the New York/Central Park design inspirations but also imbued the project with character.

USING EVERY TRICK IN THE (FACE)BOOK

Going into the launch right before the pandemic, we doubled down on all social media efforts. Our posts were engineered as attention-grabbing and innovative as allowed—we experimented by blitzing up with animated gifs, composite static pictures, a 360° engagement post, a campaign film (as shown above) to romanticise the Central Park life, and more.

click and collect (data)

We had also created a website that not only disseminated information but also served to collect data for future launches and CRM purposes.

THERE’S NO BUSINESS LIKE SHOW(ROOM) BUSINESS

We created the sales gallery with billboards and open spaces as a nod to New York and Central Park. This necessarily allowed safe distancing when distributing the brochures.