This document describes a marketing campaign called "T E A M C H A S E R" to raise awareness of 99.co, Singapore's first consumer-centric property rental site. The campaign involves an online game called "Hoodventure" that transforms property searching into a fun, discovery experience by having users explore Singapore neighborhoods and residential offerings through 99.co's site and mobile app. Users who complete rounds of the game can win a 3-month stay in a desirable condo. The goal is to encourage users to experience what makes 99.co different from other property sites and share their experiences.

1. T E A M C H A S E R

2. Raise awareness of 99.co, Singapore’s first and
only consumer-centric property rental site.
THE TASK

3. 99.co exists to transform the renting process
from a painful need-dependent transaction into
a painless need-independent experience.
YOUR BRAND HAS
A UNIQUE VISION

4. Sure, I know about a unit’s number of bedrooms, the floor area,
how close it is to the MRT…
But does it match my personality?
Do I feel like I belong here?
Will I get bored of living here?
SEARCHING FOR A HOME TO
RENT BECOMES STRESSFUL
BECAUSE USERS AREN’T GIVEN
ENOUGH INFORMATION

5. FOR SUCH A HUMAN AND
CRUCIAL NEED AS A HOME,
MOST PROPERTY SITES
SURE LACK HUMANITY
EXISTING PROPERTY SITES
• Utilitarian – 4 walls and nothing more
• Cluttered
• Biased
• Contextual – 4 walls + surroundings
• Simple
• Authentic

6. THE TRUTH IS A HOME IS NOT
JUST FORMED BY THE FOUR
WALLS OF A UNIT. A HOME IS
SHAPED BY A NEIGHBOURHOOD.
It takes more than a roof above your head to feel safe, secure, and
welcome. Most of the time, it’s the environment that ultimately makes
you choose one unit from another.

7. Integrate the discovery of the neigbourhood into the renting experience.
THE STRATEGY

8. An online game that transforms property search into a fun discovery experience.

9. A digital discovery quest that lets you
explore Singapore’s different neighbourhoods
and residential offerings, all through 99.co’s
different site features.

10. We will launch the online game through social media,
digital sites and word of mouth.

11. To join, they sign up at
www.

12. THE MISSION
Qualify to be one of the first 99 individuals to finish Round 1,
and be the first person to find the golden key at the end of the Hoodventure.

13. THE REWARD
A fully-paid 3-month stay in one of Singapore’s most desirable condos.

14. The Hoodventure begins in the website.
Clues are scattered throughout the
different listings, blogs, maps, and pages.

16. The answers can be found by experiencing
the various features and functionalities of
the site.

18. Users are able to discover everything that
sets 99.co apart from other property sites in
one fun and unique experience.

19. ENCOURAGE
SHAREABILITY
The first 99 individuals to successfully
complete the Hoodventure online
move on to the final round.

20. The finalists are invited to participate in
a massive Hoodventure that will let them
experience the joy of discovery both
online and on-ground.

21. Using the 99.co mobile app, they will race
around the different neighborhoods in
Singapore, visit actual unit listings, receive
clues from partner agents, search using the
map, and many more. The first person to
claim the golden key wins the grand prize.

22. RAISES AWARENESS
HOW
Campaign Launch
Launch via SNS and WOM
Blog and online community
coverage to gain hype
Users suggest and submit
Hoodventure clues for the
Final round
Announcement of 99 finalists
Final Hoodventure
Follow the Final Hoodventure
on live stream
Updates before and during
the Final round
Partnerships
Post-competition Coverage
Winner’s blog and site contributions
Sustenance content on the site and
on SNS

24. T H A N K Y O U