At a glance:
The TropiQuest: Explore & Earn campaign by Tropicana Corporation Berhad and Beyonary achieved remarkable success through rapid engagement that far surpassed KPIs, tangible business outcomes with innovative engagement strategies, and a collaborative and strategically executed marketing approach that revolutionized property marketing.
Background
In the dynamically evolving property sector of Malaysia, Tropicana Corporation Berhad has carved a niche for itself. With more than 40 years of expertise and a keen understanding of the market’s shifting trends, Tropicana has been at the forefront of property development, offering diverse property listings that encompass various residential, commercial, and recreational projects.
Problem
Recognizing the ever-changing landscape and growing competition, Tropicana faced a unique challenge. They needed to create an immersive, engaging experience to innovate and engage with potential property buyers across Malaysia, moving beyond traditional advertising techniques. They sought to showcase their property offerings and the entire ecosystem in a way that resonates with a new generation of buyers, igniting interest and driving conversion.
Goal
Tropicana’s challenge required a fresh, game-changing approach. They were open to a unique, interactive experience that would transform property exploration into something enjoyable, educational, and effective. The goal was to bring a new perspective to property marketing, making it engaging and interactive, and resonating with a broader audience.
TropiQuest: Explore & Earn campaign is an innovative initiative that reshapes industry engagement, delivering an immersive and rewarding experience for participants.
Solution
In response to Tropicana’s needs, Beyonary proposed the TropiQuest: Explore & Earn campaign, an unprecedented initiative allowing participants to embark on quests, complete challenges, and earn virtual coins redeemable for exciting rewards or entrance into captivating raffles for grand-scale rewards. With a knack for crafting innovative digital solutions, the following initiatives were brought to life:
- Innovative Collaboration: Develop a highly intuitive web app that provided an immersive experience, mirroring the look of a mobile game, and allowing exploration of Tropicana’s property listings, far beyond a standard website.
- Engagement and Education: Through stunning visuals and interactive quizzes, the campaign engaged and educated participants on Tropicana’s brand essence, successfully transforming a marketing challenge into an exciting adventure for potential buyers.
- Expanding Reach: The TropiQuest: Explore & Earn campaign not only appealed to existing property enthusiasts but also introduced and familiarized non-buyers with the Tropicana brand, effectively broadening the audience and nurturing future interest in Tropicana’s property offerings.
The result was a compelling fusion of creativity and technology.
Results
Elevating the TropiQuest campaign’s success was a carefully coordinated marketing strategy that leveraged various push channels. Through a well-calibrated mix of GDN (Google Display Network), YouTube Ads, and Facebook Ads, the campaign reached its intended audience with finesse. The campaign saw the following results:
- Reached the KPI of 10,000 participants in just two months, a milestone originally planned for six months
- Successfully closed 2 property purchases, translating the virtual engagement into tangible sales
- Exceeded expectations by swiftly achieving key goals, a testament to the effectiveness of the customized strategic approach by Beyonary
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