Relaunch of GuocoLand’s Midtown Bay
What they needed help with
GuocoLand was relaunching Midtown Bay and wanted to create buzz once again. They needed a fresh campaign concept that would highlight Midtown Bay’s lifestyle appeal and an exclusive event experience to connect directly with their target audience.
What we did
OtterHalf supported the relaunch with both creative concepting and strategic partnerships:
Concept & key visual development: Created the campaign theme “Reimagine Your 5pm to 9pm at Midtown Bay” to spotlight the after-work lifestyle.
Social media content: Designed a cohesive 9-grid series of static visuals and a social media video to tell the Midtown Bay story online, giving the in-house team ready-to-launch creative assets optimised for reach and engagement.
Partnerships: Secured an exclusive collaboration with Porsche for a co-hosted event targeting high-net-worth potential buyers.
Event collateral: Designed pull-up banners and e-invites for the Porsche partnership event.
The impact
Social media campaign: Equipped GuocoLand’s in-house team with a suite of high-impact creatives, enabling them to launch an integrated online campaign that visually anchored the relaunch and reinforced Midtown Bay’s lifestyle positioning.
Partnership event with Porsche: Hosted 9 groups of 17 attendees each, invited jointly by Porsche and GuocoLand, creating an exclusive setting for relationship-building with potential buyers.
