Challenge:

How can a new brand like 99.co (property listing site) establish a presence amongst existing competitors

(Property Guru, Gumtree etc) who are dominating the market with paid listings?

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Idea:

A PR-driven campaign that reveals the weakness of property sites with inaccurate paid listings in Singapore. 

By Advertising 99.co directly on competitors’ turf.

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How we did this:

We create a fake listing on the property guru with 99.co branding. This listing once clicked leads you to 99.co website.
By doing this we are show casing the flaws and loopholes of what’s wrong with property sites in SIngapore. It’s simple,
impactful and proves a point of what consumers have to go through while looking to rent a place.

We actually high jacked Property Guru and hosted an ad for 99.co on the website. Once we went to present we logged
into Property Guru to show the judges and client the created listings.

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My Role:

Ideation, conceptualisation, setting up the deck and presenting to the panel of judges.

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Award : Gong NexGen Challenge 2014 Runner-Up

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