Home Sweet Homes

Campaign: "Corporate Re-launch"

Brand: Sime UEP

Client: Sime Darby

Problem: Sime Darby was long ago, renowned for its plantations, owning acres of rubber plantations that were later converted into palm oil plantations. Its property arm was doing well but things got quiet for two decades as the diversified conglomerate focused on its other investments. After a merger with two Guthrie and Golden Hope, and bolstered by the strength of the union, it wanted to come back to the property market with a bang. Many Malaysians had all but forgotten about the name, Sime Darby. They had forgotten about Subang Jaya, a successful, bustling self-sustained township by the developer that has become a landmark for those who reside in Petaling Jaya. And they had forgotten about the craftsmanship and finishings of a renowned player in the market. Now, other competitors like YTL and SP Setia had better ownership of house buyers' minds. 

Solution: Prior to the re-launch, a corporate print campaign was run in The Star to put the name Sime Darby back into the minds of prospective house buyers. It was important to remind them of the success of Subang Jaya and the accolades it had won at significant property award shows. 

This one talks about its legacy

This one talks about its vision as a property developer

This one talks about the kind of homes they now build

Campaign: "Festive Ads"

Brand: Sime UEP

Client: Sime Darby

Festive ads are a way for large corporations to demonstrate their goodwill through publicised and oversized greeting cards in the form of full page advertisements in national dailies. We use this opportunity to put a human face to the conglomerate who otherwise makes billions of Ringgit selling homes.

Usually the budget is small and the usage of stock images are encouraged. No matter. The meat is in the message.

A Chinese New Year greeting

What do you know - a sweet home

Campaign: "Launch of Pilmoor"

Brand: Sime UEP

Client: Sime Darby

Problem: Here are large homes framed by greenery, and by nature and design, eco-friendly in many way. From harvesting rain to water the landscaping to building according to a North-South orientation for cooler living spaces. From its 50:50 ratio of homes to greenery to the winding arterial roads designed to hide homes for increased privacy. The trouble was, many other developers were using the same buzzwords for lesser 'creations'. Words that were simply thrown about that could depreciate interest in Pilmoor Estate. 

Solution: We wanted to depict the green expanse of the offering. We wanted the reader to be assaulted by greenery and feel the promise via their senses. It's easy for anyone to do that, of course - just slap lots of green bushes and picturesque scenes of Angsana trees in a row, right? Copy-wise, however, we also chose to employ a languid, gentle and thoughtful tonality that would hint at the peaceful lifestyle one would get from these homes.

A teaser

Another teaser

About rainwater harvesting and other energy-saving features

About the lovely large windows

About the winding arterial roads leading up to each home

About a broader and deeper drive-in

For the website, we proposed mimicking the experience of a home-owner. Upon entering the website, you could pick your avatar in order to choose what aspect of the property you wanted to experience. If you chose "Working professional", you would experience driving into the property, going through the raintree-covered roads, and entering the gates before stepping into the home. You would head upstairs for a shower and then settle down at the dining table for dinner but pick a drink from the fridge before that, for instance. Other avatars include "Stay-home mum" or "Play-time Dad".

Landing page

Home Page

Driving enquiries

Poster #1

Poster #2