KUALA LUMPUR (Sept 17): UEM Sunrise Bhd achieved more than RM400 million in sales and bookings in less than two months after the launch of its ‘The Happy Chase’ campaign.

UEM Sunrise managing director and CEO Anwar Syahrin Abdul Ajib said: “We were persistent in pivoting our strategies to continue building the awareness and interest of our products and the UEM Sunrise brand during the movement control order (MCO) and conditional MCO period.”

“We knew that there was pent-up demand from the buyers and their confidence in our products, that we were able to convert much of this leads and interest to actual bookings — showing that our efforts are paying off,” said Anwar in a press statement.

According to the developer, popular projects in the campaign include Residensi AVA, the eco-living condominium suites, which has seen a take-up rate of 55% for the first of two towers. Residensi AVA forms the first phase of Kiara Bay, the 73-acre flagship waterfront development of UEM Sunrise in Kepong.

Meanwhile, Frischia, a contemporary double-storey terraced home offering in Serene Heights Bangi, and phase 1A of Senadi Hills in Iskandar Puteri have seen 91% and 80% take-ups respectively since their launches in July.

The Happy Chase campaign is the group’s response to the enhancement of the government’s reintroduction of the Home Ownership Campaign (HOC) as part of the Short-Term Economic Recovery Plan (Penjana) following the MCO to curb the spread of the Covid-19 pandemic. The campaign will continue until May 31, 2021 in line with HOC 2020.

It offers booking fees from as low as RM1, waiver on sales and purchase agreement and loan legal fees, and a multitude of other rewards including additional rebates and subsidies. Goodies include subsidised maintenance fees for up to two years, free kitchen cabinets and home appliances for selected participating projects.

Meanwhile, the group also launched The Happy Chase Gameshow hosted by popular TV presenter and actor Baki Zainal, together with UEM Sunrise in-house property consultants to present the latest HOC 2020 and UEM Sunrise project updates. Posts of the game show broadcasted live on the UEM Sunrise Facebook page over the past four consecutive Saturdays attracted a total of 219,000 viewers. 

“We want to thank our customers for their continued confidence in UEM Sunrise homes. The support shown by these house buyers have bolstered us here in UEM Sunrise to continue giving ‘soul’ to the homes we build and the environment that we design and construct,” said Anwar. 

Anwar added that the support from homebuyers gives the group the momentum to capitalise on the positive trend and to continue with its new launches including Allevia, an exclusive high-rise development in the heart of Mont’Kiara; Plot B of Solaris Parq, the office tower component of the 18.76-acre mixed-development masterplan; and Verna, the latest double-storey terraced home offering in Serene Heights Bangi.