Singapore has spoken, and the East has claimed the crown. After a month-long hyperlocal campaign designed to celebrate neighbourhood pride, PropertyGuru announced that the East emerged as the nation’s favourite region with 37% of over 10,100 votes. The West followed closely at 33%, while the Central and North regions earned 20% and 10% respectively.
To mark the win, PropertyGuru will host a finale celebration on 11 October at PLQ Mall (Level 1) from 10:30 a.m. to 4:30 p.m., giving away 1,000 complimentary cups of a limited-edition Strawberry Matcha Latte with Goji Berries, created in collaboration with artisanal tea bar Matchaya. Property agents can enjoy fast-track redemption by showing their logged-in AgentNet account, recognising their role in connecting communities to homes.
A Celebration of Regional Pride
Rooted in the insight that where Singaporeans live reflects their identity, the campaign brought regional pride to life through multiple touchpoints. Four mascots: Lil Auntie (West), Khatib B (North), Yung Money (Central) and Big Pawpa (East); personified each region’s unique vibe, while 19 local influencers amplified the fun on social media.
Playful outdoor ads stirred friendly rivalry, with “East Side, Best Side” posters cheekily popping up in the West. Every vote also redirected participants to curated property listings in their chosen region, linking cultural engagement to the platform’s core offerings.
The campaign reached more than 5 million residents and generated over 49 million impressions across digital and OOH channels, turning lighthearted neighbourhood banter into meaningful community engagement.
