The six-month S$1 million (US$800,000) campaign is developed together with award-winning creative agency Brilliant and features a broad range of digital, print, broadcast, outdoor and online advertising marketing activities, which you can already see from their website. Currently, users are able to “Get the guru view” around four broad categories – Condo Directory, HDB Directory, Market News, and Guides and Resources.
According to Steve Melhuish, Co-Founder and Chief Executive Officer of PropertyGuru Group, this campaign affirm’s the company’s commitment to continually educate and create awareness in Singapore’s fast-evolving real estate market. “Our valued consumers expect PropertyGuru to do much more than provide them with property choices. We must do our part in demonstrating how best to arrive at a commensurate decision before sinking one’s hard-earned savings into a home – this is the cornerstone of Property Guru’s brand promise,” says Steve.
With the current 5.2 million monthly web visitors, PropertyGuru has continuously strengthened its leading market position. The campaign comes strategically after their latest S$60 million (US$48 million) investment from Immobilien Scout 24, which also gave PropertyGuru access to additional talent and expert resources to share ideas, best practices and develop new services.
Only available in Singapore, the “Guru View” platform will impart the message that PropertyGuru is the definitive voice in the property market to empower property seekers to make better property decisions. It would be interesting to see if PropertyGuru can scale this campaign to their other 6 online sites since this campaign is knowledge intensive and is highly dependent on many local experts.
The local campaign will kick off with a series of creative ads with thought-provoking teaser headlines such as “Where is COV higher than COE?”, “Which home prices on this route will skyrocket or fizzle?” and “Need more space?” to highlight PropertyGuru’s brand proposition in delivering value to property seekers through informed views and guidance. The motivation behind the campaign is great, but it would be interesting to see how and where the print, broadcast, outdoor and online advertising would be executed. It would also be exciting to see if this form of cross-platform aggressive marketing can really help empower property seekers and lead old and new consumers to use the PropertyGuru site as a credible and reliable knowledge pool in the future. For now, I believe someone really needs to work on the overall user experience of the website.