Client: Housing & Development Board
"Out of sight, out of mind" – this is the challenge HDB faces when getting homeowners to maintain their homes. Without regular maintenance, flats are prone to wear and tear, resulting in breakdown and unhappy homeowners.
The insight: HDB homeowners take pride in their homes, evidenced by the rise of Insta-worthy flats on social media, but this same pride doesn't extend to behind-the-scenes maintenance.
The solution: A Christmas campaign that reframes maintenance as the ultimate party prep. While homeowners get ready for holiday gatherings, true home pride means looking beyond the surface to care for what’s beneath… leaving no room for costly surprises.
This Christmas, celebrate without nasty surprises
Putting a twist on a classic Christmas tune, we emphasise that niceness isn’t simply on the surface. What’s truly nice is a home that's well-maintained from the inside out. Party-ready, all year round.
Maintaining your home can be oddly satisfying
Riding on the popularity and therapeutic appeal of ASMR home cleaning videos, we presented home maintenance tips through a series of calming home maintenance activities and sounds.
Along with the videos, we pushed out Christmas/year-end trendjacks on social media educating audiences on home maintenance.
singaporehdb In 2021, you checked your windows a total of 0 times.
As you wrap up the year, keep your house filled with good vibes by maintaining it well!
singaporehdb Are you naughty or nice with your home maintenance habits? Hairline cracks may seem harmless, but they can lead to major home problems, like spalling concrete. Seal them up while things are still easy to manage!
singaporehdb Not everything can be swept under the rug, especially when a flat even surface is needed.
Popping tiles can be scary, but you can keep your Christmas plans on track by calling a professional contractor for help. Meanwhile, set the loose tiles aside to keep safe.