PropertyGuru spotlights heartland heroes in heartfelt campaign

Property technology company PropertyGuru is spotlighting Singapore's vibrant neighbourhoods and its inspiring residents in its new "A sense of home" campaign. 

The campaign is anchored by two key initiatives - "Heartland heroes" and "Scents of Singapore" - and aims to showcase the diverse experiences in Singapore and its communities. 

For starters, "Heartland heroes" shines a light on local individuals who have made significant contributions to their communities through an OOH campaign across Singapore. 

Don't miss: Want to smell like Bedok and Yishun? Check out PropertyGuru's new fragrances

The heartland heroes include a gardener named Ganesh Kumar who is behind Woodlands Botanic Gardens, bakery owner Bernard Ng who preserves traditional Teochew pastries for Beauty World, a batik tailor in Holland Village named Ang Kum Sion and a labradoodle named Skai - and its owner Adele - for bringing joy to the Bukit Panjang community through the Animal Assisted Intervention International. 

The campaign also features a Tampines barber known as Mohammad Zaki (or Alex), a Little India pet rescuer and feeder named Alicia Pulanco, Priscilla Ong, the founder of Project Love and Lunch in Yishun and Singapore's only female cobbler named Aunty Alice who provides her service in a hole-in-the-wall shop located in Tiong Bahru. 

These heroes were crowdsourced and nominated across several channels and sources, including PropertyGuru's social media presence. By recognising these unsung champions, the campaign aims to foster a deeper sense of local pride and connection. 

“PropertyGuru has long been synonymous with homeownership, offering deep insights into consumer sentiments and preferences. But beyond the four walls, what truly makes a house a home? It's the vibrant communities, the scents that evoke cherished memories, and the profound sense of belonging," said Alex De Leon, group director of consumer marketing, PropertyGuru Group. 

"This National Day, we want to honour and celebrate the rich diversity, distinctive character, and heartfelt stories that make Singapore our beloved home," added De Leon. 

In addition, Scents of Singapore translated the memories and emotions Singaporeans associate with their neighbourhoods into evocative fragrances. The six neighbourhoods translated include: Bedok, Jurong, Ang Mo Kio, Sengkang, Woodlands and Yishun.

The campaign was done in partnership with fragrance company Oo La Lab and is accompanied by a series of TikTok videos that aims to capture the essence of Singapore's diverse districts. The hosts of the videos visited various neighbourhoods, where local residents shared their perceptions of the distinctive aromas that define their communities.

Explore transformative trends to empower your brand for sustainable growth. Join 500+ marketing minds at Digital Marketing Asia 2024 Singapore on 1-2 October and uncover transformative trends to empower your brand, network with industry leaders and collaborate across industries, and discover real-life marketing wins and powerful ideas. 

Related articles: 
foodpanda brings free deliveries to 'most boring' neighbourhood in SG
OOH players respond as LTA looks to consolidate bus ad management under one operator
PropertyGuru nabs WeWork's director of public affairs as new corporate comms head