The common approach was for affordable home developers to communicate in a straight-forward manner, thinking that with affordable pricing, qualified buyers would invariably be rushing in to buy. Which, sometimes, is not the case.

We believe our buyers do have a choice and need to be treated just like any buyer of real estate. We treated them with respect, properly acknowledging their dreams and aspirations and desire for a quality product. The campaign was based on 5 strategic benefits messaging pillars – building their wealth legacy; smart investment; sense of pride and responsibility; plus assurance of quality and reliability from PNB. Spearheded by a campaign line, “Tunggu apa lagi?”, the campaign succeeded in capturing our buyers imagination in a short span of 12 months, both in Port Dickson and Banting.