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We tapped into a cultural truth—while some Malaysians value individualism, neighbours are essential in times of need. Using humour, relatability, and “the people’s developer” personality, the campaign encouraged connections through engaging challenges, storytelling, and shareable content across states.
Despite our reputation for being social, many Malaysians rarely talk to their neighbours.
So, our challenge was to bridge this gap and revive the spirit of the community.
Paramount Property wanted this to be more than just a campaign. Built around the insight that one million Malaysians do not speak to their neighbours, the idea was to reignite the spirit of hidup berjiran (neighbourliness), making the brand relevant not just when buying a home, but every day after. The strategy was built for homeowners who crave deeper connections in a modern, increasingly isolated world. With minimal hard-sell and maximum heart, it turned brand loyalty into community belonging.
The campaign was launched across Paramount’s social media channels using cheerful visuals and a hand-drawn motif symbolising human connection. Weekly challenges encouraged residents to share acts of kindness online through a branded hashtag, turning user-generated content into the driving force of the campaign. By spotlighting real stories and community participation, Paramount positioned itself not as the hero, but as the connector behind meaningful neighbourly moments.
To further amplify the campaign, we supported it with:
- Social teasers and influencer collaborations
- On-ground reminders and exclusive promos
- Recap content and flight booking nudges via promo codes
We wanted to get Malaysians talking about the importance of having and knowing their neighbours. A clear sign that this message resonated with communities across the country. True to the Hidup Berjiran spirit, we encouraged Malaysians to step beyond a simple ‘hi’ and foster real connections. A proof that people were eager to celebrate and share their neighbourly moments.
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