Marketing Featured Southeast Asia

PropertyGuru Finance spreads life advice to public via ‘informative’ fleet of vans

Singapore – Over the weekend, a mysterious ‘‘#SmartHonestAdvice’ movement has caught the attention of Singaporeans, where a fleet of vans featuring candid advice on general topics in life, including home financing, was seen across 50 island-wide locations in Singapore. 

Today, the digital property marketplace in SEA, PropertyGuru Group, has revealed that its mortgage marketplace, PropertyGuru Finance, was behind the mysterious movement, which has quickly gained traction on social media, with netizens posting vans images with the hashtag ‘#SmartHonestAdvice’.

As part of the ‘#SmartHonestAdvice’ movement, PropertyGuru Finance is also engaging several online personalities in Singapore like Gladys Ng and Alexia Lim, to share their own ‘#SmartHonestAdvice” on their social media networks. In addition, they will encourage their followers to share similar ‘#SmartHonestAdvice’ on their social media channels.

Bjorn Sprengers, Property Group’s chief marketing officer and head of fintech, shared that they wanted to spark conversations among Singaporeans around the importance of seeking real, honest advice to help them make better decisions for almost any life situation, especially when it comes to crucial financial matters like securing the best home loan.

“We also want to encourage Singaporeans to lead such conversations by sharing their own #SmartHonestAdvice on social media. On a less serious note, we hope to get a light chuckle out of those who catch the advice,” said Sprengers. 

PropertyGuru said that the movement also aligns with the ‘PropertyGuru Finance – Smart, Honest Advice’ brand campaign, which unveiled a TV commercial featuring actor Aaron Charles Mossadeg. 

The commercial puts a comic spin on the metaphorical pain a family of four feels when they discover their “could haves” from the money saved from their mortgages, like fulfilling their children’s dream of owning a pet dog or enjoying a king crab seafood feast as a family.