Leveraging on a partner brand’s reputation raises the perceived value of a product or service in consumers’ minds. Think brand ambassadorships, creative collaborations, and even suppliers that have built a reputation for quality.
8 Conlay is an ultra-sophisticated branded luxury residence in the KL metropolis. For a RM5.4bil project, perceived value is important to justify the unit price. 8 Conlay’s developer, KSK Land, teamed up with international hotel group Kempinski to bring the luxury hotelier’s exceptional service to the 8 Conlay residences. By partnering with Kempinski, KSK Land hoped to leverage on secondary brand association to raise its perceived quality and value.
To promote the serviced units among its discerning clientele, KSK Land decided to attract prospects by offering an experience matching the refined tastes of its target customers. The brief was to host an appreciation dinner for 8 Conlay purchasers and guests while jointly celebrating 120 years of the Kempinski brand.
The setup and execution of the dinner programme required a balance of localized elements and a worldly class that bring out the hallmarks of both the 8 Conlay brand and Kempinski.
It was equally important to emphasize the Kempinski brand identity as well as 8 Conlay’s own brand elements to establish a clear association between these two brands.
The decor mixed elements of wood and water to match 8 Conlay’s interior, and Kempinski brand colors of blue and gold were detailed into the setting. A corridor next to the dining area served as a walk-through of Kempinski’s 120 years of history. Reflecting this journey through time, singer Aisyah Aziz belted songs from the 20s to the present.
ROOTS engaged professional comedian Douglas Lim to deliver a round of rib-tickling entertainment. In line with the theme, “Ignite the Night”, ballet dancers with lighted costumes performed as metaphorical fireflies.
Everything right down to the navy and gold menu cards that detail each signature dish in the Kempinski four course dinner was a careful showcase of class and brand purpose, with the Kempinski touch of unsurpassed refinement.
The joint celebration was an exclusive occasion that clearly communicated the association between 8 Conlay and Kempinski, the latter already a world-class benchmark in affluent lifestyle. In effect, the event informed guests that what they were getting was just a teaser for the unrivalled sophistication that lies in store for them as a holder of an 8 Conlay unit. Secondary brand association elevated 8 Conlay’s perceived standard of luxury, resulting in higher perceived value and buy-in among the well-heeled guest list.