Singapore – Home: for the literal sense it refers to the place we reside in and keep ourselves safe from the elements and gives privacy. But from a deeper–and perhaps more emotional–sense, home is a place of comfort, a place of you being able to be vulnerable, and a place where you build memories. In other words, home is a place of local identity and a place of pride.
As Singapore commemorates another year of independence, PropertyGuru, a homegrown property technology company, proudly unveils the ‘A Sense of Home’ campaign, a heartfelt tribute to our nation’s vibrant neighbourhoods and inspiring residents.
To better understand the campaign’s approach of evoking a deeper sense of pride in having a home, MARKETECH APAC spoke exclusively to Alex De Leon, group vice president of consumer marketing at PropertyGuru Group to better understand the campaign’s direction and why this initiative focuses more on the home being a fundamental concept for each and every one of us.
Using the sense of smell to evoke homely memories
One of the first aspects of the ‘A Sense of Home’ campaign was its ‘Scents of Singapore’, described as a heartfelt tribute to Singapore’s diverse communities, each with its own unique aroma. For this to happen, PropertyGuru visited various neighbourhoods, where residents shared the distinctive scents that define their areas. In partnership with Oo La Lab, these memories and emotions were translated into an evocative fragrance which includes:
- Bedok–A blend of old money charms and kampung vibes, featuring notes of metal, cedarwood, and paper.
- Jurong–Inspired by the district’s chocolate factories, with notes of cacao, woody, and vanilla.
- Ang Mo Kio–Reflecting its industrial character, with strong aromas of anise, tobacco, and birch tar.
- Sengkang–Known for its park connectors, captured in a refreshing orchard floral fragrance.
- Woodlands–Evoking the aroma of bustling bazaars, with hints of fried chicken, pepper, thyme, and oregano.
- Yishun–Bold and energetic, combining citrusy notes of orange and bergamot with playful hints of rosemary.
- Singapore’s Monsoon Soil–A refreshing reminder of the garden city, featuring notes of ozone, rain, and fresh leaves.
For Alex, the ‘Scents of Singapore’ campaign is a heartfelt celebration of Singapore, honouring the diverse communities, unique scents, and inspiring individuals who make the neighbourhoods truly special.
“PropertyGuru has long been synonymous with homeownership, offering deep insights into consumer sentiments and preferences. Beyond physical walls, home is a place of belonging, shaped by shared experiences, cherished memories, and the unique character of its people,” he said.
Alex added, “By weaving together the sensory experiences of scent and sight, we aim to evoke a deep sense of nostalgia and connection to our nation. From the distinctive aromas of our neighbourhoods to the familiar faces of our neighbours, this campaign invites Singaporeans to reflect on what truly makes a house a home.”
Moreover, Alex notes that this campaign also delves into the powerful link between scents and sense of home, recognising that scents have the power to evoke nostalgia, memories, and a sense of belonging.
“By inviting local residents to share their personal stories and the distinctive aromas that define their neighbourhoods, we sought to uncover the unique sensory connections that Singaporeans have with their homes,” he said.
Defining local communities with local heroes
Another facet of PropertyGuru’s campaign is its ‘Heartland Heroes’ initiative, which shines a spotlight on local individuals who have made significant contributions to their communities. These heroes were crowdsourced and nominated across several channels and sources; including PropertyGuru’s social media presence.
Through an out-of-home (OOH) campaign across Singapore, PropertyGuru honours heroes like Alex, a Tampines barber with over 40 years of service, and Aunty Alice, possibly Singapore’s last female cobbler. By recognising these unsung champions, the brand aims to foster a deeper sense of local pride and connection.
The featured local heroes included:
- Ganesh Kumar, a gardener and the visionary behind Woodlands Botanic Gardens, has cultivated a green oasis, enhancing its biodiversity and community spirit.
- Bernard Ng, the owner of Ng Kim Lee Bakery at Beauty World, has been preserving the old-school charm of traditional Teochew pastries for the neighbourhood.
- Ang Kum Siong, a batik tailor in Holland Village, has been preserving traditional textiles since the 1970s.
- Skai, a Labradoodle, and its owner Adele bring joy to the Bukit Panjang community through Animal Assisted Intervention International.
- Mohammad Zaki, affectionately known as Alex by his kakis, is a barber at Scissors Plus who has served loyal customers in Tampines for over 40 years, making him a familiar face in the neighbourhood.
- Alicia Pulanco, a pet rescuer and feeder, dedicates her free time to rescuing and caring for Little India’s stray pets.
- Priscilla Ong, founder of Project Love Lunch, has been selflessly giving to the Yishun neighborhoods through her initiative.
- Aunty Alice, possibly Singapore’s only female cobbler, has been adding quaint charm to Tiong Bahru from her iconic hole-in-the-wall shop at Moh Guan Terrace for over 50 years.
“By shining a light on these unsung heroes — the true cornerstones of our community — we want to honour their remarkable contributions and inspire residents to appreciate the spirit of their neighbourhoods. Through this, we hope to encourage everyone to play a part in strengthening their communities while nurturing a profound sense of local pride and belonging,” Alex also told MARKETECH APAC.
For them at PropertyGuru, Alex notes that they believe that a home is more than just a physical space – it’s a place of belonging, comfort, and cherished memories.
“Our campaign emphasises the shared values of community, belonging, and nostalgia, positioning us as a homegrown brand that truly understands and supports Singaporeans’ aspirations,” he said.
“Home is a fundamental concept that connects us all, and by celebrating the rich diversity, distinctive character, and heartfelt stories that make Singapore our beloved home, the campaign reinforces the idea that our homes and neighbourhoods are an integral part of our national identity,” he concluded.
