Sunway Property gamifies aftersales with ‘The plus side’ campaign

Sunway Property is taking a fresh, creative spin on aftersales engagement with "The plus side", a campaign that reimagines what happens after homeowners receive their keys.

Launched on 3 October 2025, the campaign positions the developer’s aftersales ecosystem, Sunway Property+, as a vibrant lifestyle experience rather than just a service touchpoint. Sunway Property’s latest effort introduces a gamified digital experience designed to bring its “With you for generations” philosophy to life in an unexpected way.

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At the heart of The Plus Side is a personality quiz that asks visitors a playful question: “If you were a room in a home, which would you be?” Guided by lifestyle choices and personality traits (city-loving, nature-driven, or family-focused), users are matched to “home personas” such as the sociable living room, the nurturing kitchen, or the grounded yard. Each persona connects back to the Sunway Property+ ecosystem, which includes Care+, Rent+ and Reward+, and links to Sunway Property developments that align with those traits.

By tapping into the universal appeal of personality quizzes, "The plus side" cleverly transforms a functional message about aftersales into something interactive, shareable and human. The quiz encourages users to post their results online for a chance to win prizes, driving buzz while making aftersales part of a fun discovery journey.

The campaign’s omnichannel rollout spans social platforms, performance marketing, and media collaborations with The Edge, SAYS, and Free Malaysia Today. BLWN, the agency behind the campaign, shared that a key component for the campaign was social sharing. "In addition to incentive-based contests, performance marketing also employs interactive carousel formats that reveal the benefits of each aftersales pillar in a progressive, scroll-friendly way."

More than just a standalone initiative, "The plus side" is also integrated with Sunway Property’s ongoing nationwide campaign, "The BIG deal". Traffic from the quiz and related touchpoints is channelled to the main campaign hub, which highlights promotions across 16 Sunway Property projects in Malaysia, connecting engagement with conversion opportunities.

According to Tee Ee Lynn, head of brand and experience at Sunway Property, the campaign was designed to humanise and celebrate the brand’s aftersales offering. “Aftersales is at the heart of our brand experience. It’s how we stay meaningfully connected with our homeowners long after the handover,” she said.

"'The plus side' was created to complement 'The BIG deal' campaign as part of a two-prong approach that not only drives sales but celebrates the plus side of owning a Sunway Property home. In collaboration with BLWN, it shines a spotlight on Sunway Property+, which has been a best-kept secret until now," Tee told A+M.

Creative agency BLWN, was appointed to lead social media and digital marketing for the campaign.

Back in September, Sunway Property rolled out "The BIG deal", a nationwide campaign offering promotions and rewards across 16 projects, and the developer also unveiled RM4.2 billion in new launches over the Merdeka month. Among the launches, were Sunway Serene 2, Sunway Cochrane, Sunway Majestic and Sunway LakeHills. Buyers stood a chance to win cash prizes, luxury travel packages and lifestyle perks through the Sunway Property+ aftersales programme as a part of the campaign. 

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