A key driver to developing sustainable communities is bridging the gap between homeownership demand and a ordability. As Malaysia’s economy continues to grow and mature, the majority of our country’s demographic comprises of middle-income households which drives market demand for a ordable properties in strategic locations. The current overhang of properties within a certain price range reflects the need for financing options that can facilitate buyers’ capabilities to secure housing loans. In line with our aspirations to Redefine the Art of Living, we addressed this challenge by launching innovative homeownership campaigns with the objective of providing buyers with financing options without compromising the ability to own one or more of our exclusive homes. In FY2023, Tropicana rolled out various tactical campaigns and initiatives to generate maximum awareness and leads. The results are shown in the following tables below. TropiQuest: Explore & Earn 15 April to 31 December 2023 Campaign period 251 Units Sold Tropicana rolled out its TropiQuest interactive campaign, inviting all Malaysians to explore its signature townships online and earn exciting rewards! Property seekers and the public logged into https://tropiquest. tropicanacorp.com.my/authentication to earn coins through engaging challenges and activities, with absolutely no purchase required. Coins were redeemed in the TropiQuest Coin Store and Ra e with attractive prizes worth up to RM250,000 were given away (iPhone 14 Pro, MacBook Air and more). In line with Tropicana’s digitisation journey, this online initiative emphasized accessibility and connectivity, opening up TropiQuest’s attractive range of incentives to Malaysians everywhere. Users had a great time exploring and learning about Tropicana developments as well as sharing their preferred criteria in terms of location, product type, purchase intent and more. Along the way, TropiQuest also engaged participants with a comprehensive line-up of challenges and tasks – from online quizzes, following Tropicana social media accounts and referring a friend to join TropiQuest, to visiting Tropicana property galleries and joining Tropicana events. Property buyers enjoyed limited-time incentives during the campaign period such as furnishing packages, loan agreements and memorandum of transfer stamp duty exemptions, and sale & purchase agreement incentives. In addition, the first 10 TropiQuest purchasers will walk away with goodies such as a Dyson Tri-Package worth more than RM6,000. Tropicana Lucky Ang Pao 9 January to 28 February 2023 Campaign period 54 Units Sold Tropicana ushered in the Year of the Water Rabbit with its Lucky Ang Pao campaign. The campaign o ers ang pao up to RM18,888 for participating townships. Concurrently, the Group collaborated with Alliance Bank Malaysia Berhad to o er rebates for all Tropicana projects, as well as T Privilege rewards and more. Tropicana chose the theme of Redefining the Art of Togetherness for the Chinese New Year celebration as seen in its Modernising Ah Gong & Ah Ma CNY short film, emphasizing strong family bonds despite di erences across generations and family members. The Lucky Ang Pao campaign o ered Tropicana customers a selection of ang pao from RM1,888 to RM18,888 for the following properties – Tropicana Aman, Tropicana Cenang, Tropicana Gardens, Tropicana Grandhill and Tropicana Metropark. Tropicana’s collaboration with Alliance Bank provided purchasers 2% rebate for all Tropicana projects. Purchasers must be Alliance Bank customers, with a valid Sale and Purchase Agreement (“SPA”) and Alliance Bank loan acceptance letter. HOMEOWNERSHIP & INNOVATION Others 1 January to 31 December 2023 Engagement period 1,295 Units Sold To drive growth and achieve target, Tropicana rolled out a series of tactical initiatives such as: - Organised exciting events and launches - Innovative digital approach - Strategic partnership with property agents - Collaboration with property expo or exhibition - T Privilege Program providing rewards & referral for members as well as partnership with merchants - T Magazine media and engagements 128 ANNUAL REPORT 2023
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