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PropertyGuru helps Spider-Man find a new home in Singapore

PropertyGuru has created an omnichannel campaign to ride on the hype of the new movie ‘Spider-Man: Far from Home’.

According to the Singapore-based property portal, the push also coincides with the one-year anniversary of the announcement of cooling measures, which the Singapore government implemented to ensure home buyers have to pay more taxes and cannot borrow as much money as they used to.

PropertyGuru hopes the campaign will send a message of “Never be too far from home with PropertyGuru GuruDeals”. GuruDeals was first introduced in 2014 and was previously known as ‘PropertyGuru Great Singapore Specials’

To kick off the campaign, PropertyGuru gave a shout-out to Spider-Man on Facebook with the message “Heard you are far from home? Let us help you.”

It then got a Spider-Man impersonator to visit its office to engage its experts to help with home hunting. The portal also used memes, comic strips and Instagram to interact with audiences

For its offline activation, PropertyGuru targeted 18 malls in Singapore including Funan Mall, Ang Mo Kio Hub, Suntec Mall, Cineleisure Orchard, by deploying Spider-Man impersonators to engage with the public.

The locations were selected based on the number of Spider-Man movie shows running at respective locations, as well as on the proximity of these locations to GuruDeals projects such as V on Shenton in CBD, The Garden Residences near Serangoon Gardens, and Nim Collection near Ang Mo Kio. 

“At PropertyGuru, we are always looking at new and meaningful ways of connecting with our consumers. Given this was the 6th year of GuruDeals campaign (previously called as PGSS – PropertyGuru Great Singapore Sale) we wanted to keep it fresh and exciting for people,” said Bjorn Sprengers, the chief marketing officer of PropertyGuru.

“Through this activation, we wanted to reach potential consumers and engage them in personal experience, and we did it by blending physical and digital experience together.”

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Featured by The Drum