Kluje signs on Singapore’s most famous ‘contractor,’ Phua Chu Kang
By Digital News Asia June 9, 2014
- Kluje.com helps home-owners find suitable contractors and helps contractors get jobs
- Mediacorp actor Gurmit Singh and his trademark comedy icon to provide marketing support
KLUJE.COM, the online platform to find better quality contractors, has signed up the best ‘contractor’ in Singapore, Johor Baru, and some say Batam: Phua Chu Kang.
With his signature yellow boots and unmistakable features, comedy icon Phua Chu Kang (PCK), played by Mediacorp actor Gurmit Singh, is undoubtedly the most recognisable (albeit fictitious) local contractor.
In a deal with Mediacorp, Kluje.com will be able to count on Phua Chu Kang's support in marketing its services, the startup said in a statement. Financial terms were not disclosed.
“When planning our marketing strategy, we wanted to find a public character with wide appeal that could represent our business – PCK proved to be perfect!” said Kluje (pronounced kloo-jay) chief executive officer Jamey Merkel.
Together with Mediacorp radio station Lush 99.5FM, Kluje.com just wrapped up a fortnight-long radio and Facebook campaign to give away S$10,000 worth of renovations. Contestants were asked to share why their residence is in urgent need of renovation and the best story was chosen.
Already, the Mediacorp-Kluje partnership has shown significant results, Kluje said. With over 100 entries for the competition, this has led to a 20% increase in traffic to the site and over S$100,000 worth of jobs being posted in the same period.
This is on top of increasing the awareness of Kluje.com as the premier renovation site in Singapore, which has received well over S$3,000,000 worth of jobs posted in the last six months, the company claimed.
[S$1 = US$0.80]
Kluje.com was launched to find suitable contractors, compare quotes and assess customer reviews before embarking on the home improvement project.
For contractors, there is a basic monthly membership fee of S$19.99. The contractors will also pay a lead cost (starting from S$1), which is determined by the size of the homeowner’s budget.
Kluje will focus on Singapore and will keep a very engaged eye on South East Asia through its headquarters in Singapore (part of tech startup accelerator GHX).
With approximately 1.12 million households in Singapore and at least 200 million more in the region, home maintenance is a multibillion-dollar and growing industry, Kluje said, adding that it plans to take a “Don't Play, Play” attitude on the local market and eventually to expand into the region.
“Don't Play, Play” is a PCK signature phrase.
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