What better way to generate sales and build a rock solid image than to create an event celebrating their 20 years anniversary? Through a celebration, we could connect more with consumers with people from different generations – the mature audience (investors), adults (home buyers) and also the youths (future customers).
We took the opportunity to showcase Mah Sing as a stable, rock-solid developer with a long history in property development. Our message strategy was based on the fact that 20 years is a huge milestone. For the past 20 years, Mah Sing has not only been building properties, but also the dreams and memories that surround these properties. It could be a pair of newly-weds, moving into their first home, then welcoming a baby, and nurture a family. In a home, so many memories are forming everyday. Parties. Watching your favourite soccer show with friends. Or consider this setting, a young lad, taking a chance by opening a restaurant in a shoplot. When you look at it deeper, these are not just bricks and mortar, but in them, house some of the best memories. With that, we named our campaign ‘20 years of Building Memories’.
Another insight showed us that Malaysian investors were generally well-versed with the property market from different regions. The Client informed that cross-region sales happen with buyers from the north region going down to Johor to view their Iskandar projects, and vice-versa. Many customers from other states also visit Mah Sing sales galleries in Kuala Lumpur.
Based on this, an idea to form a “travelling” property showcase was hatched. This property showcase featured 18 of all current and future developments, from all the 4 regions namely central (Kuala Lumpur), north (Penang), south (Johor) and east Malaysia (Kota Kinabalu). Never in history has any developer done an event like this, in such a big scale. All the property scale models were in all the 4 events. For the first time, Mah Sing brought an opportunity to review their nationwide product offerings, right to the customers’ doorsteps. It was a nationwide anniversary celebration, with the same setting, performances, celebrities’ appearances and activities, replicated in 4 different locations. There was a 1 week or 2 week gap in between each event, which takes place on both Saturday and Sunday.
Strategy and Execution
Giant balloons were installed 2 weeks before each event, to maximise awareness on the event. There were also signages placed along the roads, as well as street buntings, to announce the upcoming event.
The activity line-up was devised to have something for everyone that came to the event. An Elton John tribute show was hired for matured audience, but famous Chinese local pop artistes were there to cater to the younger crowd. The event also came complete with a kids’ section, where children participated in colouring activities and played games on iPads. For the kids’ section, there was a popcorn and candy floss station too.
There were also special performances in between, such as The Magic Bubble Show, a new act from Illusionist Jeff Leong, and filler entertainment from a live band and a harpist. In Kota Kinabalu, we hired Sabahan Roger Wang’s band. This helped to save unnecessary cost to fly musicians from Peninsular Malaysia, and yet maintained high quality performance.
The event area was divided into 2 areas, theatre seating right in front of the stage, for people who wanted to enjoy an uninhibited view of the performances. It was also where guests sat for the launch ceremony. Behind the theatre seating were rows of cocktail tables, where guests flow freely to mingle and enjoy the buffet spread there.
All the sales personnel of Mah Sing, as well as appointed real estate agents, also travelled along with the property showcase, for maximum sales manpower. In each event, a press conference was held for the region’s journalists, with different individual projects emphasised in each one.
Each event also coincided with the launch of one development for the region too, to effectively blend the two objectives and maximise ROI per event.
For the main launch gambit, we used a mock giant Polaroid camera. When VIPs pressed the camera ‘button’, a Polaroid photo with the campaign masthead was launched out of the camera. VIPs then pose next to the ‘photo’, providing a great picture for the photo opportunity. The camera also signified beautiful memories that were captured.
To further expand on the concept, we added an actual Polaroid photobooth and invited people to take pictures with their family and friends to capture these beautiful memories at the event. Once their picture was taken, the photos were automatically uploaded to Mah Sing’s Facebook page, where guests could also choose to tag themselves there. They also received the free-printouts to bring home as souvenirs.
Buses and buggies were used as additional transport in locations with dispersed parking areas, such as Icon City and Penang’s Southbay. For maximum safety and smooth operation, we also managed the co-operation between the Client’s team of 10 security personnel, Mah Sing’s own police officers, as well as 15 RELA members. An ambulance was present in each event, to cater for medical emergencies.
We hit record-breaking sales in this short duration of 1.5 months, with more than 45 units of properties sold and estimated of over RM60mil in sales. The Client recorded more than 2,500 new enquiries for future developments. This also greatly helped with the financial performance of Mah Sing Group, with the Q3 2014 earnings rose 21.6%.
CIMB Equities Research said this of Mah Sing, in The Star Online 21 November, “We expect fourth quarter new sales to be stronger on the back of the conversion of the record bookings achieved in the second half of 2014.”
Thousands of people visited the roadshows with half the audience staying more than half a day to enjoy themselves and indulge in the entertainment. Once again, this was a huge opportunity to build relationships with the public and to strengthen brand likability. We believe that the public also were made aware of all Mah Sing’s product offerings. There was also increased buzz in the online community, from conversations about the event, as well as the event being promoted on the digital platforms of artistes involved.
News on the 20 years of Building Memories events was also covered in many media, bringing home PR value of more than RM500,000. With the public being aware of Mah Sing’s long history, they will also have confidence in this brand and all their products in the future, paving a way for greater success for each and every development.