The Power of Listening: Frasers Property works with VCCP Singapore to turn social purpose into brand impact

Being a purposeful business is core to Frasers Property, guided by their mission: Inspiring experiences, creating places for good.

In 2022, they launched the first phase of this journey, focused on environmental impact through decarbonisation. In 2023, they turned to VCCP to spotlight the social dimension of their purpose.

Our challenge: how do we powerfully showcase Frasers’ social impact and brand purpose to strengthen the brand reputation among investors, tenants, and employees?

Frasers Property needed to communicate the importance of staying connected to societal needs across their diverse portfolio of residential, retail, hospitality, industrial, commercial and business parks, while reinforcing their philosophy of building people-first communities.

We worked with Frasers Property to bring their new brand campaign, “The Power of Listening,” to life – highlighting how built environments foster community, inclusivity, and well-being.

The campaign casts a spotlight on Frasers’ properties with unique, sustainable and inclusive features that brings people together. Showing that building meaningful, thoughtful and innovative spaces that will create a lasting impact across generations starts by listening and understanding what the communities need.

We launched the campaign with a film that underscored the evolving nature of real estate spaces and how its increasingly important role in bridging human connections and building communities, followed by a multi-market rollout in Singapore, Thailand, and the UK.

The campaign was followed by external amplification across social, digital, OOH as well an internal campaign tailored to their corporate and front line staff, ensuring that the power of listening messaging stood out across every part of the brand inside and out.