Feel the sound as Frasers Property's campaign listens to the community

Frasers Property has launched a multi-market brand campaign which showcases the role real estate plays in helping nurture healthier, sustainable and more inclusive communities. Titled "Power of listening", the campaign was done in collaboration with integrated creative agency VCCP Singapore and The P Film Company.

The campaign features a short film that urges one to listen closely to the sounds that surround them whether it be someone typing on a computer or turning over a page. As the short film showcases Frasers Property’s portfolio that spans commercial and business parks, hospitality, industrial and logistics as well as retail and residential properties, the film underscores the evolving nature of real estate that plays an important role in fostering connections. 

The campaign’s film also highlights that through the power of listening, Frasers Property is better able to understand what people want and create more inclusive spaces.

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“The built environment plays an integral role in building the community, social cohesion, and wellness and enabling safer and more inclusive spaces,” said Adeline Ong, senior vice president, head of group strategic communications and branding, Frasers Property Limited. 

“Through our research to understand where we can create the most societal impact and how we can help catalyse inclusiveness and vibrancy in their experiences and by listening to the communities, it informs the design and creation of the properties and initiatives which are showcased in our campaign,” she explained.

The campaign will span digital and social channels with a campaign web page, partnership with Bloomberg and features throughout the company’s channels at its properties in Singapore, Thailand and the UK. The campaign’s web page will also include stories of how Frasers Property has helped to promote social connectedness with inclusive spaces for local communities.

Katya Obolensky, managing director of VCCP Singapore added that the campaign focused on sound design to accentuate the thoughtful details in Frasers Property’s assets and the importance the company places on listening to its community.

As part of its purpose-led campaign, Frasers Property has also highlighted its industry-first Inclusion Champions programme where it has partnered with select tenants at Waterway Point and other malls in its retail portfolio on consumer inclusivity training. This initiative aims to better equip tenants to support members of the community with different needs, such as the neurodivergent and elderly.

This year’s campaign builds upon its 2022 purpose-led, environmental-focused campaign anchored on decarbonisation that was developed with branding agency, Sedgwick Richardson and Frame by Frame, a full-service production house based in Singapore.

According to Frasers Property, the 2022 campaign reinforces the company’s focus on innovation and collaboration to create long-lasting value for its customers and partners, “while helping address some of society’s most pressing issues”.

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