Grey has been tasked with launching the US$50 million luxury project in January.
Subba Raju, senior vice-president, Grey Indonesia, said: "The project is coming up at a prime, up-market residential area called Permata Hujau. It is priced premium, but just below the top-end luxury brands such as Belajuo, Pakubuwono and the Peak."
He added that the key challenge was getting consumers to understand the value equation of their investment. To do that, Grey will use its 'Synchronised Marketing' approach, using print, radio, direct marketing, sponsorship, events and public relations.
"Pakuwon is a well-respected property developer which has, over the years, built some of Indonesia's most recognised landmarks. We are using Grey's Synchronised Marketing approach to launch and drive immediate sales for this luxury project," noted Raju.
"Our experience in the luxury category has helped us identify consumer insights that we believe will result in brisk sales."
Grey has handled luxury properties for Modern Group and currently works on BMW brands. MediaCom will handle media for Pakuwon Berlian.
Pakuwon Berlian tasks Grey after three-way pitch
Grey Global Group has won the Pakuwon Group's luxury condominium account, Pakuwon Berlian, following a three-way pitch.