PropertyGuru pits Singapore neighbourhoods in friendly showdown

PropertyGuru Singapore has turned neighbourhood pride into a citywide conversation with a month-long campaign combining OOH, mascots, influencer storytelling, and platform integration.

The campaign invited Singaporeans to vote for the region they feel most connected to — North, Central, East, or West — drawing over 10,100 votes. The East emerged as the favourite at 37%, followed by the West (33%), Central (20%) and North (10%).

Four mascots embodied each region’s personality, amplified by 19 local KOLs championing their respective areas on social media. The mascots were Lil Auntie (West), Khatib B (North), Yung Money (Central), and Big Pawpa (East). 

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OOH placements added a playful twist, with “rival” posters such as “East side, best side” popping up in western neighbourhoods to stir friendly banter. Votes also redirected participants to curated property listings in their chosen region, linking local pride to PropertyGuru’s platform.

The campaign reached more than five million residents and generated over 49 million impressions across OOH and digital channels.

To cap off the campaign, PropertyGuru will host a giveaway on 11 October at PLQ Mall, handing out 1,000 cups of a limited-edition strawberry matcha latte with goji berries, created with artisanal tea bar Matchaya. PropertyGuru agents can fast-track redemption with a logged-in AgentNet account.

The drink, blending strawberry compote, earthy matcha, and sweet goji berries, nods to Singapore’s diverse neighbourhood flavours and is a fitting finale to a campaign rooted in local pride. 

“This campaign demonstrates how regional identity can be a powerful driver of engagement,” said Sivaram Paramaswaran, marketing director at PropertyGuru Singapore.

“By celebrating the unique character of each region and linking it directly to property discovery, we reinforced our role in shaping how people connect with the places they call home," he added. 

This isn't PropertyGuru's first time tapping into one's love for the neighbourhoods and parts of Singapore that they come from. Last year, the property marketplace partnered with fragrance company Oo La Lab to come up with six different scents inspired by neighbourhoods in Singapore. These neighbourhoods include Bedok, Jurong, Ang Mo Kio, Sengkang, Woodlands and Yishun. 

The campaign was also accompanied by a series of videos on TikTok that aims to capture the essence of Singapore's diverse districts. The hosts of the videos visited various neighbourhoods, where local residents shared their perceptions of the distinctive aromas that define their communities.

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