FOCUSED at connecting with customers through crafted and meaningful experiences, lifestyle & design property company KSK Land offers a virtual five-star experience through Kempinski's ‘Art of Living’.
A 'phy-gital' interactive mini movie series, the lifestyle project marks an approach that has become part of modern-day life, especially with the current setting of how most operations and interaction have to be done remotely.
“8 Conlay will house two branded residences called YOO8 serviced by Kempinski, which will be completed in 2022,” shares KSK Group CEO and KSK Land MD Joanne Kua with The Vibes, when contacted recently.
“The interactive microsite was created as a teaser to how one can experience the Kempinski lifestyle as it was important for us to bring to life what future residents can expect."
Responsible for creating the digital storytelling series, the team at 8 Conlay enables audiences to choose their own Kempinski services and craft via YOO8.
What elevated living looks like
“Branded residences are a level above typical premium residences – a splice between a high-end condominium and a luxury hotel that caters to every whim, fancy and need of the resident. This is where the five-star Kempinski services comes in,” she said.
“The company [KSK Land] has always looked at uniquely providing an opportunity for people to experience what elevated living means.
“Translating these mini movies into a physical experience that will take place at the YOO8 branded residences, is one of the methods,” she added.
The virtual experience, presented in three chapters, offers users the opportunity to enjoy the hallmarks of Kempinski’s hospitality services from a first-person perspective.
“The branded experience starts long before our residents move in. From the moment they sign the sales and purchase agreement, our YOO8 owners are entitled to all the five-star comforts of Kempinski,” expressed Kua.
These perks include an exclusive platinum-level membership in the Kempinski Discovery Loyalty Programme and access to the hotel’s unique ambassador called the ‘Lady in Red’.
“Even before the hotel and residences are ready to open, we already have an on-call Lady in Red to provide owners with curated local experiences and other concierge services.
“Owners can contact anytime via the 8 Conlay mobile app like what users would experience in the interactive microsite”.
Digital touchpoints that matter
Explaining further on the need for a ‘phy-gital interactive’ experience the brand pushes to its clientele, Kua highlights the concept simply bridges the digital world with the physical world, “... by creating unique moments that encourages the user to form emotional connections and associations with the Kempinski services.”
“We have established our digital customer journey since the launch of 8 Conlay. It formed part of the core fundamentals in how we market the YOO8 residences locally and overseas.
“The digital touchpoints complement the overall customer journey experience and is an especially crucial stop when it comes to engaging with consumers who are homebound during this global pandemic,” expressed the ceo.
“Phy-gital experiences are meant to be immersive, interactive and in real-time experiences that offer immediate engagement.
“This can easily be translated into a shared experience in the many social media channels and platforms that are available today. By crafting and choosing your own ‘journey’ in the series allows for people to tell the different experiences they come across."
Further noting on the importance of emphasising the approach: “The Kempinski brand is entering the Malaysian market for the first time.”
“The move to seamlessly integrate the 'decision' format into the world of ‘YOO8 serviced by Kempinski’ in a digitally interactive method offers crucial insight into the service and lifestyle preferences of future residences of YOO8 via big data,” said Kua.
“This in turn allows KSK Land to better understand the needs and desires of our target market to improve our services.
“Understanding our customers more precisely on the back end, we will be able to translate these needs into designing and curating a better lifestyle for the YOO8 residences,” she added. – The Vibes, June 3, 2021
*Check out the behind-the-scenes making of the interactive video below…
