Case study
Two audiences. Two music videos. One township.
Matrix wanted to sell link homes at Suria Heights, Bandar Sri Sendayan. Instead of translating one ad, we made two music videos with different selling points — one for Chinese-speaking buyers, one for Malay-speaking families.
- Client
- Matrix
- Industry
- Property
- Year
- 2026
- Services
- Concept, music video production, Chinese & Malay content
The challenge
Matrix wanted to sell link homes at Suria Heights, in Bandar Sri Sendayan, to both Chinese- and Malay-speaking buyers.
The insight
Different audiences buy for different reasons, so one translated ad wouldn’t do. We wrote two songs with two sets of selling points. The Chinese cut sells the fun and the lifestyle inside the home. The Malay cut sells the location, the township and what’s around it.
And because people forget a list of features but remember a song, the specs are sung — and the hook is repeated on purpose so the project name sticks.
The strategy
Two concepts, not one translation. The Chinese cut follows a newlywed couple having fun in every corner of the home. The Malay cut follows a family, the township and the life around it.
The execution
Two funky, deliberately silly music videos, shot in the show home and around the township, with the specs written into the lyrics — like 2,500 sq ft of built-up space. The Malay cut also carries the Suria Heights “Umrah Bersama” campaign.
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