Far East launches integrated campaign for its first SoHo project

Unveiling a new urban lifestyle for a generation of young home buyers with changing live-work preferences, the campaign was developed by Publicis Singapore and Publicis Modem.

Starcom is the media agency for the campaign, while Weber Shandwick is handling the public relations component of the brand launch.

For its brand activation beyond Singapore, the property developer engages buyers with QR codes, which can be found on print advertisements, to enable them to virtually enter the new Far East SoHo space. It allows smartphone users to view the Far East SoHo commercial on-the-go.

Teasers were placed in key local daily newspapers on the day of the brand launch last month, and supplemented by print advertisements in Singapore and international markets to sustain a stronger impact after the launch.

Far East Organisation will also run a series of edgy commercials on television across free-to-air and cable stations in Singapore.