Affinity Serangoon
In line with its pending property launch of Affinity at
Serangoon this weekend, Oxley Holdings has created a new ad spot which looks to
highlight the importance of family and striving for a better life. The Affinity
at Serangoon project is led by Oxley with a consortium of comprises such as SLB
Development, KSH Holdings and Apricot Capital.
Through its highly anticipated branding and marketing campaign,
the developer looks to showcase Affinity at Serangoon’s strong property
positioning along Serangoon North Avenue 1, which includes it being situated in
a hot location close to amenities such as Nex, myVillage, Serangoon Gardens
Market, SRCC, and Chomp Chomp. The property also has close proximity to elite
schools and the renowned Serangoon Gardens neighbourhood. It has 1052 units
consisting of one to four bed rooms plus a study, a penthouse and 40 exclusive
townhouses. The development also consists of 88 facilities for the enjoyment of
residents.
The campaign looks to strike a genuine connection with the
viewer and remind them of the strong importance of coming home to family and
loved ones, thus tying in to the tagline if “Come home to all that you
cherish”.
The video first premiered on 7 May 2018 at Novotel on Stevens
ballroom during the Affinity project introduction to marketing agencies. The
entire campaign is running on mediums such as print, OOH, radio and online,
across Singapore. Kinetic was the creative agency behind the campaign, while
concept and production was handled by reeljuice. The creative director on the
campaign was Sanif Olek with co-production being handled by Communia and Mervyn
Lim.
The ad for Affinity at Serangoon follows the journey of a father
and son who share a common experience, with the ambition to live in a
neighbourhood containing comfortable properties. In the spot, the son is seen
getting married while his father reminisces on his childhood and the rides they
took together in his van which delivers snacks to other families. The boy is
reminded to study hard so he can get a bigger house for his father to live in,
in the future. Together, the father and the son reminisce about the boy’s
mother and his promise to live in a larger landed house in a neighbourhood
located in Serangoon.
The touching and poignant spot ends with the son in recent times
telling his father that he wants the latter to live with him and his new wife,
in the same neighbourhood that they both strived to live in. Coming full
circle, the spot sees the son, his new wife, and the father having snacks in
the back of the van just like how they did many years ago.
For more information kindly visit Affinity Serangoon
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