Affinity Serangoon
In line with its pending property launch of Affinity at Serangoon this weekend, Oxley Holdings has established a brand new ad spot which looks to highlight the significance of family and striving for a better life. The Affinity at Serangoon project is led by Oxley with a consortium of comprises such as for example SLB Development, KSH Holdings and Apricot Capital.
Through its highly anticipated branding and marketing campaign, the developer looks to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which include it being located in a hot location close to amenities such as for example Nex, myVillage, Serangoon Gardens Market, SRCC, and Chomp Chomp. The property even offers close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units consisting of someone to four bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also includes 88 facilities for the enjoyment of residents.
The campaign looks to strike a genuine reference to the viewer and remind them of the strong significance of coming home to family and loved ones, thus tying into the tagline if “Come home to all that you cherish&rdquo ;.
The video first premiered on 7 May 2018 at Novotel on Stevens ballroom during the Affinity project introduction to marketing agencies. The whole campaign is running on mediums such as for example print, OOH, radio and online, across Singapore. Kinetic was the creative agency behind the campaign, while concept and production was handled by reeljuice. The creative director on the campaign was Sanif Olek with co-production being handled by Communia and Mervyn Lim.
The ad for Affinity at Serangoon follows the journey of a father and son who share a standard experience, with the ambition to live in a neighbourhood containing comfortable properties. In the spot, the son sometimes appears getting married while his father reminisces on his childhood and the rides they took together in his van which delivers snacks to other families. The boy is reminded to study hard so they can get a larger house for his father to live in, in the future. Together, the daddy and the son reminisce concerning the boy’s mother and his promise to live in a bigger landed house in a neighbourhood situated in Serangoon.
The touching and poignant spot ends with the son in recent times telling his father he wants the latter to live with him and his new wife, in the same neighbourhood they both strived to live in. Coming full circle, the spot sees the son, his new wife, and the daddy having snacks in the back of the van just like how they did many years ago.
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