BIJOU BROCHURE

TitleBIJOU BROCHURE
BrandFAR EAST SOHO PTE LTD
Product / ServicePROPERTY DEVELOPMENT
CategoryA04. Publications
EntrantFAR EAST ORGANIZATION Singapore, SINGAPORE
Entrant Company FAR EAST ORGANIZATION Singapore, SINGAPORE
Advertising Agency FORMUL8 PTE Singapore, SINGAPORE

Credits

Name Company Position
Linda Nic Tan Far East Organization Marcom And Brand Manager
Lynn Chan Far East Organization A/P Executive

Brief Explanation

The current property is challenging due to drastic government cooling measures to manage pricing levels. Developers are hard-pressed to create demand as psf prices in Singapore now are among the highest in the world. The primary objective - create a campaign that would stand out. The messaging must resonate with its target audience. “Life on your own terms” was created to make BIJOU a bold lifestyle statement that's in line with the attitude of the brand. BIJOU is also located in an untapped but upcoming district. It offers quality and a unique product positioning that appeal to young urban professionals.

The Brief

“Gentrification and differentiation” were the key focus for BIJOU's brief , a new development in Pasir Panjang. BIJOU is a SO/HO branded product and positioned as an artisanal development offering the best in Location, Connectivity and Space. Geared to non-conformists who seek something beyond the expected, it is architecturally distinctive, exquisitely crafted and imbues traits of a New York-inspired modern industrial facade with a French-inspired garden. It would appeal to the well-travelled and sophisticated, people who do not follow convention but define their own lifestyle. As such, BIJOU broke away from a mere housing proposition to an inspiring lifestyle choice.

How the final design was conceived

The look was modern industrial, centred around 2 key individuals who embodied the SO/HO life at BIJOU. We used a film strip as inspired snapshots of how they lived and worked, with a raw, gritty concrete accent that played as visual backdrop. It was kept strategically minimalistic, largely monochromatic but stitched with an interesting brochure overlay and strong visual context. Copy was very ‘to the point’, encapsulating an overall feel that was fresh, unique and stood out for the simplicity of the message we wanted to convey. With BIJOU’s strong product positioning, less was certainly, in this case, more.

Indication of how successful the outcome was in the market

As the development is still not officially launched to the public, it is too soon to determine the success of the sale of the development. However, during in June and July 2014, based on pre-launch efforts, we received 391 walk-ins and 238 enquiry calls.