Time to Know CapitaLand Better

Creative online contest, BiC Challenge, returns to engage public awareness on CapitaLand’s BiC initiatives

Issue: Dec 2012

The Because iCare Challenge is an interactive online, time-based quiz-cum-virtual race through 14 of CapitaLand’s properties
The Because iCare Challenge is an interactive online, time-based quiz-cum-virtual race through 14 of CapitaLand’s properties

27-year-old Lester Tang is a man who enjoys a challenge. So, when he found out about the Because iCare Challenge from the Internet, he was immediately interested in taking part. This final year Singapore Institute of Management (SIM) student not only joined the competition, he posted the information on his Facebook profile to encourage his friends to join as well.

“My friends and I are always on the look-out for good online competitions,” said Tang.

Participants have five tries to answer six questions about CapitaLand’s care initiatives in the fastest time possible.
Participants have five tries to answer six questions about CapitaLand’s care initiatives in the fastest time possible.

The first challenge started in conjunction with the launch of the Because iCare (BiC) microsite in February to support the Group-wide initiative to engage stakeholders. The creative game proved to be such a hit that it was brought back as yet another way to let people learn more about CapitaLand.

Fun Time

Second time lucky, Violet Lam, who won the fifth prize learnt about CapitaLand’s environmentally-friendly features in its various properties
Second time lucky, Violet Lam, who won the fifth prize learnt about CapitaLand’s environmentally-friendly features in its various properties

Fifth-prize winner, Violet Lam, was one participant who had tried the challenge earlier this year. It was so fun, she decided to give it another go this time around.

Like every good student, Lam did her research for the contest.

“I tried it the challenge once first to see what kinds of questions were being asked. Then I went on the Because iCare website to read up more about CapitaLand and its caring initiatives before I tried again,” said the final years Arts undergraduate at the National University of Singapore.

And like every good student, she learnt a little something through the contest.

“I hadn’t realise until I read about it that CapitaLand’s properties had so many green and environmentally-friendly features.”

Second-prize winner Lester Tang not only joined the Because iCare Challenge, he also encouraged family and friends to participate
Second-prize winner Lester Tang not only joined the Because iCare Challenge, he also encouraged family and friends to participate

For her efforts, she won S$200 worth of CapitaVouchers.

“I’m going to buy a neck massager for my parents,” she said without hesitation when asked what she was going to do with her prize.

Family Time

Family also featured prominently in Tang’s experience with the Because iCare challenge. Not only did the second-prize winner join the contest, he got his parents, brother, girlfriend and his girlfriend’s sister to take part in it as well.

“I wanted to win the second prize because it is a two-night stay at any of Ascott’s serviced residences in the Asia Pacific. My girlfriend and I are students so we can’t take long holidays so thought Asia would be the perfect destination,” said Tang.

Serene Sim, joined the Because iCare challenge because her sister’s boyfriend recommended it and ended up winning the first prize
Serene Sim, joined the Because iCare challenge because her sister’s boyfriend recommended it and ended up winning the first prize

He did get exactly what he was aiming for- the second prize.

“We are going to South Korea,” he said.

But he also got a little more.

“I learnt about CapitaLand’s Because iCare campaign and how the company cares for people.”

First prize winner, Serene Sim, walked away with a three-night stay at any of Ascott’s serviced residences in Europe.

“My sister and I both tried the challenge but in the end, I won,” said Serene who found out about CapitaLand’s various properties overseas in the course of the contest.

“I even went to their website to check out the various serviced residences in Europe. We saw the ones in Paris and were really impressed by their beautiful decor that had evoked classical European charm. I plan to go to Paris sometime next year.”


Festivities Time

For fourth-prize winner, Chu Yen Chia, the S$300 CapitaVoucher she won will come in handy this Christmas.

Sai Sian Zhi made sure he learnt what he could about CapitaLand before he took part in the contest and ended up winning the third prize
Sai Sian Zhi made sure he learnt what he could about CapitaLand before he took part in the contest and ended up winning the third prize

“I’m going to use it to buy Christmas presents,” said Chu.

“Through the contest, I learnt about CapitaLand’s focus on people and its ‘Building People’ credo,” said Chu. “I also didn’t realize that CapitaLand had so many different types of developments across so many countries.”

For third-prize winner, Sai Sian Zhi, the S$500 CapitaVoucher he won will also go to gifts during this festive season.

“I might share it with my younger brother as well because he was the one who told me about the contest but because he was too busy, I participated in it instead,” said the final year Ngee Ann Polytechnic student.

“I actually did research on the Because iCare website, memorising some of the information I found in preparation for the contest.”

A fun and timely contest to learn about CapitaLand, there could not be a more fitting way for the property giant to engage its stakeholders.

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