Hot on the heals of the iProperty.com Singapore website re-design, the company has just launched a clever online marketing campaign called 'Operation Save Leon,' which is intended to encourage users to explore the newly revamped website.
Developed by BRANDTHINK for iProperty.com Singapore, the social media engagement campaign was launched to interact with young working adults in a non-traditional way. From a design point of view, it's well executed and attention grabbing, with a bit of a vintage Mission Impossible look and feel, including the catch phrase "should you choose to accept," the only thing missing is the self-destruct double tape player.
The campaign tempts the viewers' curiosity... why does Leon need saving? Is he in danger? From his face expression one would think his mobile phone has just revealed something very alarming, and it has. Fictional character, Leon, has just received news that his girlfriend is expecting a baby, now he needs help in finding the perfect home for his new family.
Individuals who choose to assist Leon in finding his new nest could win some lovely rewards, among them a $1,000 IKEA gift card and even a couple of passes to the FORMULA 1 Singapore Grand Prix 2012.
iProperty.com Singapore has been active on social media with nearly 20,000 fans on Facebook and 700 - and growing - followers on Twitter.