8 Conlay is an ultra-sophisticated branded luxury residence in the KL metropolis. Developer KSK Land teamed up with Kempinski to bring the luxury hotelier’s exceptional service to the 8 Conlay residences. By partnering with Kempinski, KSK Land is able to leverage on secondary brand association to raise its perceived quality and value.
Choosing the right partner brand will increase the value of a product or service in consumers’ minds. Think brand ambassadorships, creative collaborations, and even suppliers that have built a reputation for quality. No brand is an island. For a RM5.4bil project, perceived value is undeniably important to justify the higher-than-market price.
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 strong sense of worldly class that brings out 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.
Comedian Douglas Lim delivered a round of rib-tickling entertainment, and to localize the celebration 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 unrelenting refinement.
The joint celebration was an intimate occasion that clearly communicated the association between 8 Conlay and Kempinski, a world-class benchmark in affluent lifestyle. In effect, the event informed guests that what they were getting was just a teaser for the unrivaled sophistication that lay in store for them as a holder of a 8 Conlay unit serviced by Kempinski. Secondary brand association elevated 8 Conlay’s perceived standard of luxury, creating an emotional atmosphere that resonated with the well-heeled guest list and resulting in higher perceived value among its clientele.