Marketing Featured Southeast Asia

Property developer Tropicana’s new brand film shares what makes a house a ‘home’

Kuala Lumpur, Malaysia – Tropicana Corporation, property developer in Malaysia; together with digital-first agency Lion & Lion, has released a new short film to showcase Tropicana’s brand promise and tagline of ‘Redefining the Art of Living’ in a meaningful way to its target audience of potential homeowners.

The 55-second film succinctly elaborates on the fact that homes fulfil the emotional and social needs of the homeowner, which extend beyond the physical needs provided by a house. Lion & Lion said the message aligns closely with Tropicana’s product offerings which focus on nine aspects – accessibility, connectivity, innovative concepts and designs, generous open spaces, amenities, facilities, multi-tiered security and quality. Each residential property of Tropicana is surrounded by amenities such as schools, green spaces, recreational facilities, and commercial or retail outlets to create a sense of community and homeliness.

“We’re excited to be part of this campaign with Tropicana as it’s an opportunity for us to further express its tagline in a more meaningful way. We believe the purpose of this film goes above and beyond, for the brand and its customers, as we want people to not just buy a house, but believe in the brand like never before,” says Adrian Ng, creative group head of Lion & Lion Malaysia.

As the first stage in the agency’s overall branding campaign, the film – launched on Tropicana’s Facebook, Instagram and YouTube platforms – will be supplemented with social media content, on-ground marketing materials and digital assets to give a fresh new look to the Tropicana brand that puts its dedication to building homes at the forefront.