Product / ServiceO2 CITY RESIDENCE
CategoryA01. Mailings
Entrant Company LEO BURNETT Kuala Lumpur, MALAYSIA
Advertising Agency LEO BURNETT Kuala Lumpur, MALAYSIA


Name Company Position
Eric Cruz Leo Burnett Malaysia Executive Creative Director
Valerie Chen Leo Burnett/Arc Worldwide Creative Director
James Seet Leo Burnett/Arc Worldwide Associate Creative Director
Collin Yeoh Leo Burnett/Arc Worldwide Senior Copywriter
Foo Peng Cheong Leo Burnett/Arc Worldwide Designer
James Seet Leo Burnett/Arc Worldwide Designer
James Seet Leo Burnett/Arc Worldwide Art Director
Valerie Chen Leo Burnett/Arc Worldwide Copywriter

The Brief

O2 City Residence features true communal spaces that encourage engagement among residents. So, we wanted to launch O2 City Residence to potential buyers and the media with an event that showcases PED’s vision of neighbourliness and real community living.

Creative Execution

Beautifully redesigned to be a keepsake, on top of being an invitation to the launch event, the Happy Families DM proved to be highly engaging with great retention value. The card game rekindled that familiar feeling of living in a neighbourhood where everyone knows everyone -- where happy families live. It reinforced O2 City Residence's concept of community living perfectly. The invite preceded an integrated campaign that included press, PR, digital and on-ground activities.

Describe the creative solution to the brief/objective.

Malaysians have been used to living in silos because a vast majority live in condominiums in the city whereas families who live in the suburbs form a closer knit community. PED's vision was to bring back that old familiar sense of living within a community that knows each other -- happy families that live alongside each other, made possible by the real communal spaces designed for interaction within O2 City Residence. So, we designed the launch invite after an old favourite card game -- “Happy Families”.


753 guests turned up for the launch event, far exceeding the client’s expected 60% turn-out. And best part? The leads generated led to 71% of the units sold!