Property portal 99.co spoofs police signboard in latest ad

Out-of-home adds (OOH ads) are common, especially in inner city dwellings, property portal 99.co is looking to mimic police signboard alerts with its own take

The local property company placed a real estate alert at Tanjong Pagar, listing the number of properties for sale and rent in the vicinity.

Sharing the creativity behind the ad, 99.co’s creative lead Ruiming He told Marketing the property portal space is competitive, where one has to constantly be present in consumer’s minds. According to He, while social and digital marketing is great, it becomes easy to forget the potency of a cheeky ad placed in the physical world. The property company aims to raise awareness of its listings in the area and also to elevate awareness for the brand.

Done entirely in-house, the team at 99.co imitated the police “crime alert” signboard to detail, and included the commonly used catchphrase by the police, “A shared responsibility. Together we can.”

He explained to Marketing that the idea sprung about after the Singapore Police Force (SPF) showcased its creativity with an outdoor sign last week referencing action movie Fight Club.

“Not being able to find a home that suits one’s needs (and budget) is a crime in itself and requires immediate solutions – an estate alert board seems fitting and appropriate. Hopefully, the police won’t be too offended. Imitation is the best form of flattery, no?” he said.

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