SINGAPORE: Commercial real estate company Prulink Realty has
launched a cheeky print blitz featuring images of a pawnshop near a
casino and a car wash near a bird park to illustrate the tagline,
"position is everything".
Prulink, which launched the campaign across Southeast Asia, is looking
to build its awareness and credibility to allow it to better compete
against international players such as Jones Lang Wootten.
Srinath Mogeri, copy writer at Saatchi & Saatchi, who worked on the
campaign, said: "There are so many commercial real estate agents out
there but no one knows what they stand for." He said the ads used humour
and irreverence to break through the clutter of the category's normally
dull advertising.
"The communication is also based on a simple truth - that location is
everything and that having the right location can help your business
grow."
Saatchis won the account in January without a pitch.
