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Copyright Far East Organization 2004

In 2003, Far East Organization conducted an innovative campaign to launch Icon, its city development project. This non-conventional integrated communications campaign that emphasised the lifestyle needs and aspirations of buyers, won for Far East Organization Merit Award on Friday 5 March at the PRISM Awards 2004, in the Integrated Communications category.

Icon, a 46-storey residential development at the heart of the Central Business District next to the Tanjong Pagar MRT station, was conceptualised and developed for a new group of buyers – the urbanites, the majority of whom are young professionals, singles and DINKS (double income no kids couples).

The marketing activities of Icon were developed to capture the imagination of this niche group. Instead of relying just on traditional property advertising, Far East Organization broke new ground with unconventional activities and programmes that appealed directly to the buyers’ lifestyles and aspirations.

Icon’s marketing campaign centred on word-of-mouth communication, indirect brand associations through third party endorsements and the used of electronic medium and alternative print advertising to generate interest and buzz for this development.

Far East Organization worked extensively with co-branding partners. Exclusive dinner functions at Icon were organised with these partners to showcase the development. A lifestyle package of upmarket brand names desired by Icon’s buyers was offered as part of the marketing strategy. E-broadcasts and the use of lifestyle magazine advertisements further reached out to the target market. A dedicated website was created to cater to this computer savvy group. All marketing communications materials were designed to match the aesthetic sense and desires of Icon’s buyers.

Bucking the trend further, reality marketing in the form of eye-catching street theatres were utilised to create greater awareness of the city living lifestyle of Icon homeowners.

Icon’s success exceeded all expectations - Icon heralded a shift in property market sentiments from lacklustre to promising and the market recognised it as a successful model. Eager homebuyers snapped up the trendy hip apartments: 130 units were sold in just one week instead of four. All 402 small units were taken up within five weeks of launch. The development was the best selling project in Q2 2003. It is currently more than 90 per cent sold.

For more information on Icon please call 6327 8337.