Frasers Centrepoint launches through-the-line campaign for Q Bay Residences

The campaign kicked off last Friday. The agency is tasked with developing the project identity; as well as ATL, BTL, showroom and digital works for the project, including MRT station panels in Pasir Ris and Paya Lebar; a large-format poster at Tampines MRT station; as well as the full range of POS materials including three brochures, two direct mailers and showflat wall stickers.

The agency also developed print ads in The Straits Times, Today and Lianhe Zaobao, as well as a comprehensive range of point-of-sale materials. The TVC was done by Frasers Centrepoint and MediaCorp.

Formul8 Singapore was appointed by Frasers Centrepoint after a pitch called in September, which involved at least two other agencies.

Formul8 Singapore and Frasers Centrepoint had previously worked together on the digital works for its trust, Frasers Centrepoint Trust; and a through-the-line campaign for a residential project in 2011.

Q Bay Residences is a 99-year leasehold property located in Tampines, jointly developed by Frasers Centrepoint Limited, Sekisui House and Far East Organization.

“With the current property market being so competitive, the challenge was to cut through the clutter with a campaign, brand identity and creatives that would set Q Bay Residences apart in the marketplace,” Fiona Bartholomeusz, managing director at Formul8 Singapore, said.

The campaign is targeted mainly at first-time homeowners and upgraders. It will be run until next month.