Property advertising, for all its frustrations, offers plenty of creative opportunities to extend a concept beyond just print and broadcast media. As a creative person I always get a certain buzz out of seeing how I can adapt and extend my ideas to all kinds of applications.
The launch of W Residences Singapore for City Developments Ltd is a good example of this.
Essentially we had to introduce the international W brand to Singapore and sell the entire ‘W Lifestyle’ to a market that was completely unfamiliar with this brand. At the same time we had to balance the corporate protocols of Starwood Hotels (who owned the W brand) with the realities of marketing an expensive property in Singapore for our client, CDL.
No easy task.
However it did give us the opportunity to have a little bit of fun and throw in some very playful elements into the marketing mix.
The launch press campaign featured a series of full page, full colour consecutive ads that introduced the W brand to Singapore, talked about W Hotels, revealed the property and finally explained the W “Whatever/Whenever” service philosophy.
Mr. Kwek Leng Beng, CDL’s chairman, loved our TV commercial and the W Residences brochure and floor plan booklets proved very popular with marketing agents.
The box containing the brochure featured a glow-in-the-dark W and a die-cut carrying handle. The brochure itself boasted a brushed metal W bookmark. There were two versions of the floor plan booklet, the only difference between them being that one had a metallic purple cover and the other a metallic silver cover.
As part of the press kit, journalists received a Tic Tac Toe game that featured a W, an O and W instead of an X and O. We also included a card that allowed them to view an augmented reality overview of the W Residences perspective.
Our colour scheme and graphic style was even extended to the on site Sales Office.