PropertyGuru Celebrates Singapore with “A Sense of Home” Campaign Featuring Scents and Heartland Heroes

As Singapore commemorates another year of independence, PropertyGuru, the renowned homegrown property technology company, proudly unveils the “A Sense of Home” campaign. This initiative serves as a heartfelt tribute to the nation’s vibrant neighborhoods and inspiring residents.

A Sense of Home: Beyond Bricks and Mortar

Home is more than just a physical space; it’s about the people, the community, and the memories that shape us. PropertyGuru’s campaign aims to showcase Singapore by spotlighting diverse experiences and stories from its communities. At the heart of this campaign are two key initiatives: “Scents of Singapore” and “Heartland Heroes.”

Scents of Singapore: Capturing the Essence of Neighborhoods

The “Scents of Singapore” initiative pays tribute to the unique aromas that define various neighborhoods. Partnering with Oo La Lab, PropertyGuru transformed the memories and emotions of residents into evocative fragrances:

• Bedok: A blend of old money charms and kampung vibes, featuring notes of metal, cedarwood, and paper.
• Jurong: Inspired by the district’s chocolate factories, with notes of cacao, woody, and vanilla.
• Ang Mo Kio: Reflecting its industrial character, with strong aromas of anise, tobacco, and birch tar.
• Sengkang: Known for its park connectors, captured in a refreshing orchard floral fragrance.
• Woodlands: Evoking the aroma of bustling bazaars, with hints of fried chicken, pepper, thyme, and oregano.
• Yishun: Bold and energetic, combining citrusy notes of orange and bergamot with playful hints of rosemary.
• Singapore’s Monsoon Soil: A refreshing reminder of the garden city, featuring notes of ozone, rain, and fresh leaves.

Check out PropertyGuru’s TikTok (@propertyguru) for the ‘Scents of Singapore’ street interview series and see if you agree with folks on the street. Search for these districts on PropertyGuru’s official website for a special surprise about the scents.

Honouring Heartland Heroes

The “Heartland Heroes” initiative celebrates local individuals who have made significant contributions to their communities. These heroes were crowdsourced and nominated through various channels, including PropertyGuru’s social media presence. Through an out-of-home (OOH) campaign across Singapore, we honor heroes like Alex, a Tampines barber with over 40 years of service, and Aunty Alice, possibly Singapore’s last female cobbler. By recognizing these unsung champions, PropertyGuru aims to foster a deeper sense of local pride and connection.

Meet PropertyGuru’s Heartland Heroes

1. Ganesh Kumar: The visionary gardener behind Woodlands Botanic Gardens, enhancing its biodiversity and community spirit.
2. Bernard Ng: Owner of Ng Kim Lee Bakery at Beauty World, preserving the old-school charm of traditional Teochew pastries.
3. Ang Kum Siong: A batik tailor in Holland Village, preserving traditional textiles since the 1970s.
4. Skai the Labradoodle and Adele: Bringing joy to the Bukit Panjang community through Animal Assisted Intervention International.
5. Mohammad Zaki (Alex): A barber at Scissors Plus, serving loyal customers in Tampines for over 40 years.
6. Alicia Pulanco: A dedicated pet rescuer and feeder, caring for Little India’s stray pets.
7. Priscilla Ong: Founder of Project Love Lunch, selflessly giving to the Yishun neighborhoods.
8. Aunty Alice: Possibly Singapore’s only female cobbler, adding charm to Tiong Bahru from her iconic hole-in-the-wall shop for over 50 years.

Celebrate the spirit of community and home with PropertyGuru’s “A Sense of Home” campaign, as we honor the people and places that make Singapore truly special.