Advertising | Sunrise Plaza Foster

Sunrise Berhad is renowned for their quality developments, and the luxury niche that they have created. Plaza Foster (now known as Plaza Arcoris) was another project centred on commercial developments, catering to the growing economic activity in Mont Kiara.

One of the unique proposition of this place was the connectivity behind this mixed development. It is complete with office suites, retail units, service residences as well as a 5-star hotel. The problem we face is to communicate this in a unique way, considering that mixed developments are becoming less uncommon.

 

Sunrise_FOSTER_Logo

Logo options for an urban commercial development

 

Our solution? To build a unique story, and create opportunities for us to showcase the project’s USPs. Our campaign, “Confessions”, let us in on the quirks of office workers, creating a fun, yet real platform.

Sunrise_FOSTER_Confess_Teaser

Teaser – On print

Augmented reality, to tie back with the Press Ad, as a teaser before the launch. Users need to just download the phone app to view a 3D miniature of the entire building. As readers turn the newspaper 360˚, the building turns as well, together with fun speech bubbles showing the conversations surrounding the workplace.

Sunrise_FOSTER_Confess_AR

Teaser – mobile app placed on print, activated.

 

Sunrise_FOSTER_Confess_Press1

Print Series #1

Our series of launch ads feature various situations that will arise from workplaces. Using interesting stories and scandals, we highlights the USPs of the property, such as the accessibility, retail units like fashion and F&B, hotel and etc.

Sunrise_FOSTER_Confess_Press2

Print Series #2

Sunrise_FOSTER_Confess_Press3

Print Series #3

Sunrise_FOSTER_Confess_Press4

Print Series #4

Sunrise_FOSTER_Confess_Billboard

Billboard

Print

Hoarding

Print

Premium gift

We toyed with the word Foster for the second option. As that was the name initially used for the project (it was designed by an architect named Foster), we were interested to use that name to create a campaign. Foster has positive connotations to it, and it means building something. Which leads us to our second campaign option, “Fostering the good in life”.

We wanted to show the target market how important it is to have a great environment to work in. As the mixed development also includes residential, lives are impacted directly, both in living spaces as well as working space. At the end of the day, it is about relationships, because these are the things that will affect our well-being.

Sunrise_FOSTER_foster_Press1

Print Series #1

Sunrise_FOSTER_foster_Press2

Print Series #2

Sunrise_FOSTER_foster_Press3

Print Series #3

Sunrise_FOSTER_foster_Press4

Print Series #4 – for residential

Sunrise_FOSTER_Fostering_Billboard

Billboard

Sunrise_FOSTER_Fostering_Hoarding

Hoarding

 

Project Details:

Creative Paramedics

Credit

Sunrise Property

Client

2011

Date

Advertising , Pitch , Unpublished Work

Category
Property Launch Campaign
Description