PropertyGuru turns neighbourhood pride into marketing impact with islandwide campaign

Singapore – PropertyGuru has concluded its month-long hyperlocal campaign in Singapore, an integrated initiative that aimed to celebrate neighbourhood pride and drive brand engagement through out-of-home (OOH) advertising, influencer storytelling, mascots, and platform integration.

The campaign encouraged Singaporeans to vote for the region they felt most connected to—North, Central, East, or West. More than 10,100 votes were cast, with the East emerging as the top choice at 37%, followed by the West (33%), Central (20%), and North (10%).

To mark the conclusion of the campaign, PropertyGuru will host a finale giveaway of 1,000 complimentary cups of a limited-edition Strawberry Matcha Latte with Goji Berries, created in collaboration with artisanal tea bar Matchaya. The event will take place on 11 October at PLQ Mall (Level 1) from 10:30 a.m. to 4:30 p.m.

As part of the celebration, PropertyGuru property agents can fast-track their redemption by showing their logged-in AgentNet account, allowing them to participate alongside the public in recognition of their role in helping Singaporeans find homes and build communities.

“This campaign demonstrates how regional identity can be a powerful driver of engagement,” said Sivaram Paramaswaran, marketing director at PropertyGuru Singapore. “By celebrating the unique character of each region and linking it directly to property discovery, we reinforced our role in shaping how people connect with the places they call home. It also reflects the work of our property agents, who are deeply embedded in these communities, guiding home seekers through one of life’s biggest decisions.”

The campaign was based on the insight that where Singaporeans live often shapes their identity. PropertyGuru tapped into this cultural connection through a mix of creative storytelling and digital integration.

Among the key elements were:

• Mascot storytelling: Four characters—Lil Auntie (West), Khatib B (North), Yung Money (Central), and Big Pawpa (East)—personified each region’s unique lifestyle and character.
• Influencer amplification: Nineteen local key opinion leaders represented their regions, driving conversations and humour across social media.
• OOH placements: Playful outdoor ads appeared in “rival” neighbourhoods, such as “East Side, Best Side” posters displayed in the West, creating surprise and engagement during commutes.
• Platform integration: Each vote redirected participants to curated property listings in their selected region, connecting engagement to PropertyGuru’s marketplace.

These efforts collectively reached over five million residents and generated more than 49 million impressions across OOH and digital platforms.

The campaign will culminate with the themed beverage giveaway, featuring a Strawberry Matcha Latte with Goji Berries that blends modern flavours with nostalgic elements—symbolising the vibrancy and diversity of Singapore’s neighbourhoods.

Through this initiative, PropertyGuru underscored its commitment to helping people find not only homes but also a deeper sense of belonging within their communities.