UEM Sunrise exhibits projects in game show-like manner through marketing campaign

UEM Sunrise and Reprise Digital have launched ‘The Happy Chase’ campaign which urges audiences to discover and learn about UEM Sunrise’s projects. The campaign is run in enhancement of the government-led Home Ownership Campaign (HOC 2020), which was initiated to support homebuyers looking to purchase property and rejuvenate the property sector.

‘The Happy Chase’ targets three groups of buyers – youths or first-time home buyers who are “chasing” their dreams to be independent and move into their own home; mature audiences, or the upgraders who are “chasing” their dreams for the security of their family; and the investors who are looking for opportunities and bargain deals from developers for properties with value and potential. To spearhead the campaign, a game show was launched on Facebook to allow audiences to play and win rebates when purchasing a unit from any of the 22 participating UEM Sunrise high quality and attractive projects.

Amir Faiz, group creative director of Reprise Digital Malaysia said, ‘The Happy Chase’ campaign looks to connect with a broad spectrum of Malaysians – first home buyers, mature families, investors, and potential buyers who would normally be daunted by the prospect of home ownership.

"The idea is to empower consumers through the experience and demonstrate how simple and accessible home ownership can be. The medium of a game show allows us to engage consumers in a fun way while allowing them to learn more about UEM Sunrise and the property sector," he added.  Teaser ads are now running concurrently across digital and print ask the question: “Would you rather spend RM1 on nasi lemak or potentially book your dream home?” Meanwhile, the month-long game show is hosted by well-known TV host and actor Baki Zainal who has found fame across cultures due to his colourful personality and fluency across English, Malay and Mandarin. 

Kenny Wong, CMO of UEM Sunrise commented, “’The Happy Chase is an extension of our UEM Sunrise tagline ‘Find Your Happy’, and introduces all the key elements we wish to demonstrate to our audience – that finding your dream home is possible, with UEM Sunrise here to help you find your happiness through stress-free steps. The Reprise team connected the dots with the game show element to bring this to life in a fun and accessible way, and we’re excited for Malaysians to get started on their first step to chasing a dream UEM Sunrise home.”

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