Campaign details

Brand: City of Elmina
Brand owner: Sime Darby Property
Lead agency: Ensemble Worldwide, Initiative Malaysia
Contributing agencies: Reprise Malaysia
Country: Malaysia
Industries: Property & construction
Media channels: Content marketing, Events & experiential, Online display, Online video, Print - general, unspecified, Public relations, Search marketing, Social media, Websites & microsites, Word of mouth, advocacy
Budget: 500k - 1 million

Executive summary

The City of Elmina was one of the first 'wellness' townships to be built in Selangor, Malaysia. But recession and stiff competition from developments around the area – who were also shouting about wellness – had affected sales. The City of Elmina needed to remind homebuyers that the city wasn't like the rest. To differentiate, the City of Elmina relaunched the township by redefining the concept of the city through the vision of lifestyle architects. This was achieved by collaborating with key opinion leaders to co-develop some of the 'wellness' aspects of the township and share their journey with Malaysians.