Client's Brief:
Cyberview Sdn Bhd is the landowner of Cyberjaya, the nucleus of MSC  Malaysia and the entity mandated by the Government to spearhead the entire development in Cyberjaya. Being a community developer, Cyberview conducts many community-related activities for the benefit of knowledge workers and residents of Cyberjaya. Cyberview wanted to transform the perception of Malaysia’s premier cybercity as “only work” to a preferred address that is driven by its community building efforts, while continuously highlighting Cyberjaya’s attractiveness as a place to conduct business.

Business Challenge:
For Essence, the challenge lay in moving Cyberview from “behind the scenes” into active visibility and to create a streamlined and consistent image of Cyberview as the landowner and the entity spearheading the entire development of Cyberjaya. As a cybercity, there is the urgent need to change the general public perception of Cyberjaya as an IT-city to an innovative, well-planned and lively community to live, study, work and play in, with strong concepts, sound management and strong ties within the community.

Essence PR Strategy:
Essence developed a communications platform that integrates both corporate and lifestyle profiling to communicate Cyberjaya’s unique position as well as Cyberview’s role in the community’s creation.

The campaign promoted Cyberview as the driving force behind Cyberjaya’s development of a holistic city and four key aspects - Live, Study, Work and Play in Cyberjaya – were identified as  crucial to the content and all communications were structured along these content ‘pillars’.

Essence developed three important key messages:

• Cyberjaya is an innovative, well-planned and lively community to live, study, work and play in with strong concepts, sound management and strong ties within the community.
• Cyberview is an active and innovative community builder, dedicated to its unique relationship with Cyberjaya.
• Cyberview differentiates Cyberjaya from other cybercities, strengthening its position as nucleus of the MSC.

These messages are then supported by key facts relevant to each communication or announcement made by Cyberview.

Results:

• Media interest for Cyberview was successfully developed and sustained from January 2008 to 29 August 2008, generating approximately RM 10 million in PR value.
• Cyberview, through Cyberjaya, has also been recognised as Best Brand National ICT Hub by the BrandLaureate awards, and the Technology Business Review ASEAN Awards 2008 for Excellence in Government Delivery Services – IT Infrastructure and Land Development.
• Managing Director of Cyberview, Redza Rafiq, recognised as Asia Pacific Outstanding Entrepreneur by Asia Pacific Entrepreneurship Awards.