VCCP Singapore and Frasers Property Showcases How Real Estate Helps to Nurture Communities
Frasers Property has unveiled its latest multi-market brand campaign which showcases the role real estate plays in helping to nurture healthier, sustainable and more inclusive communities and create social impact for good. Building on its 2022 purpose-led, environmental-focused campaign anchored on decarbonisation, the latest campaign highlights the social aspect of its corporate Purpose – Inspiring experiences, creating places for good.
Elevating real estate value with the human experience
Frasers Property’s purpose-led campaign launched with a brand film that spotlights Frasers Property assets with unique, sustainable and inclusive features that bring people together. Spanning Frasers Property Group’s diverse portfolio of commercial & business parks, hospitality, industrial & logistics, retail and residential, the film underscores the evolving nature of real estate spaces and its increasingly important role in bridging human connections and building communities.
“The built environment plays an integral role in building the community, social cohesion, and wellness and enabling safer and more inclusive spaces. This has made us rethink the way we live, work and play. Through our research to understand where we can create the most societal impact and how we can help catalyse inclusiveness and vibrancy in their experiences and by listening to the communities, it informed the design and creation of the properties and initiatives which are showcased in our campaign. When we try to listen and truly understand the diverse voices of our stakeholders and the community, we can then address their needs to inspire meaningful and inclusive experiences,” said Adeline Ong, senior vice president, head of group strategic communications & branding, Frasers Property Limited.
Helping to create opportunities
As a leading multinational real estate company, Frasers Property is committed to ensuring that what it does benefits businesses, communities and the environment.
Bringing this commitment to life is the C asean Samyan CO-OP showcased in the brand film. Nestled within the second floor of Frasers Property’s Samyan Mitrtown shopping complex next to Bangkok’s Chulalongkorn University, the 1,500 sqm multi-experiential space is designed with the needs of its surrounding community in mind. Amenities such as computer access, charging stations, meeting rooms, focus zones and refreshments support sustainable lifelong learning and knowledge sharing, providing an oasis of calm for the youths in Bangkok’s education zone to realise their full potential regardless of their individual circumstances.
Inclusive spaces for all
With the aim to provide the broader community, including those with different needs with safe and inclusive spaces, Frasers Property launched an industry-first Inclusion Champions programme in Singapore this year. Frasers Property Singapore partnered with select tenants at Waterway Point and other malls in its retail portfolio on consumer inclusivity training so that they can be better equipped to support members of the community with different needs, such as the neurodivergent and elderly.
For its community investment efforts, Frasers Property was recognised as a Champion of Good by the National Volunteer & Philanthropy Centre (NVPC) in Singapore.
Connecting the community to enable stronger neighbourhoods
Also featured in the campaign are the placemaking initiatives at the Brookhaven master planned community in Queensland, Australia which leverages wide open spaces to bring people closer. In a country where more than 6 million, or 1 in 3 Australians report feeling lonely, Frasers Property has partnered Ending Loneliness Together in Australia to combat loneliness and social isolation. Apart from sharing best practices and working with like-minded stakeholders in this initiative, the Group works closely with the local communities at its properties and master planned communities through community development work.
Forging stronger ties and wellness at work
The campaign spotlights Frasers Property Logistics Park Bangna 1, located Southeast of Bangkok. In the fast-paced world of logistics, where every square metre of space is optimised for efficiency, Frasers Property has recognised the importance of prioritising experience and well-being in a work community, setting aside space for tenants to grow closer.
The sprawling industrial estate features nearly 10,000 sqm of space dedicated to a futsal court, pétanque court, and open spaces for fitness and engagement activities for the tenants at the logistics park, ultimately helping to knit closer bonds at the logistics park.
More stories that demonstrate Frasers Property’s role in promoting and nurturing social connectedness with inclusive spaces for local communities is available on the campaign page here.
The campaign was developed with integrated creative agency, VCCP Singapore and The P Film Company.
“We consider it a privilege to have this unique opportunity to partner with Frasers Property in highlighting the social aspect of their purpose. Working closely alongside Paphawee J. from The P Film Company and Pitch Audio+Magic, we leveraged sound design to underscore the importance of listening in this film,” added Katya Obolensky, managing director of VCCP Singapore. “This approach accentuates the thoughtful details at the heart of Frasers Property's purpose, illustrating the need to nurture social connections and build communities.”
Starting this week, the campaign goes out across digital and social channels, frasersproperty.com, a digital content partnership with Bloomberg, and features throughout Frasers Property’s owned channels at its properties in Singapore, Thailand and the UK.
