Malaysia shopping malls have garnered a reputation of offering “experiential shopping” - as compared to online shopping - where going to the mall is an experience by itself. With the multitude of experiences a shopper can enjoy, malls have curated a whole host of marketing activities and promotions as they compete to attract footfall with their own unique selling points. PPK Malaysia is proud of our Malaysian malls’ creative efforts and have organized the Awards 2020-2022 to recognize these commendable efforts.
The total of 58 entries received from 27 malls were shortlisted to 30 finalists and there were 3 winners in each category, for Platinum, Gold and Silver plus a special Judges’ Choice Award.
CONGRATULATIONS TO ALL WINNERS !
Category A
(500,000 sq ft nett lettable area (NLA) and below)
PLATINUM WINNER
IPC SHOPPING CENTRE
Happiness to Homes
Executive Summary
The crisis caused by the COVID-19 pandemic continues to negatively impact the socio-economic conditions of low-income urban families in Klang Valley. To support the communities that surround us, IPC Shopping Centre partnered with HOPE worldwide to help raise funds to provide essential goods for the underprivileged to by tapping into the goodwill of our community and with our tenants. The idea for this campaign is to get the public to shop for essential goods for the underprivileged families from our tenants through an e-commerce platform.
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GOLD WINNER
FAHRENHEIT88
fahrenheit88 Goes Creative
Executive Summary
Fahrenheit88 embarked on a reinvention journey to be the contemporary mall for shoppers interested in arts, fashion, artisanal, creative and lifestyle shopping. From July-Dec 2021, Fahrenheit88 collaborated with key tenants: Malaysia’s King of Fashion Bernard Chandran and BookXcess to kickstart “Fahrenheit88 Goes Creative” delivering a compelling experiential shopping journey through festivals, common area and ambience makeovers, creative pop-ups and displays and Malaysia’s first Art is Fair.
Footfall increased 50%, PR value achieved was more than 4.5million and it generated new leasing leads with local creative entrepreneurs and artisans, making the mall more experiential and creative.
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SILVER WINNER
QUAYSIDE MALL
Quay to Japan
Executive Summary
Gamuda Land’s key principles centres on the community because the common ground for everyone in a town is the community where people know one another, live and play together.
In line with that, Quayside Mall invited shoppers to join a ‘Quay to Japan’ festival from 25-26 June 2022. The objective was to attract shoppers to be part of the Japanese culture. This campaign was part of the ‘Quay to the World’ series, a programme that was initiated due to the imposed travel restrictions due to COVID-19, giving opportunity to shoppers to relish moments of travelling.
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Category B
(500,001 to 999,999 sq.ft. nett lettable area (NLA))
PLATINUM WINNER
SUNWAY VELOCITY MALL
Chinese New Year 100 Blessings
Executive Summary
Despite high 80% vaccination rate, Malaysia had not transited into COVID-19 endemicity with all economic sectors reopened fully and lives back to normal. Communities continued to be displaced by the ongoing pandemic. Worse still, Malaysia suffered severe flood in December 2021. We deployed our ‘#100Blessings’ campaign both to help and wish the community that better days are coming. This include reaching out to the flood victims and marginalized communities during this festive. The Chinese character “福“(Fú) was specially chosen as a theme for this CNY to symbolize all-round good blessings and well wishes.
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GOLD WINNER
GURNEY PLAZA
Gurney Food Hall : The Journey
Executive Summary
Planting the seed of Gurney Food Hall strategically came at the right time. Located on the fourth floor of Gurney Plaza’s Main Wing, the area was a challenge to lease for its low visibility. To improve the traffic on the quieter side of the mall, the management decided it would be better to transform the 33,000sqft into a food haven. While the opening was a success, tackling the MCO movement was a difficult journey due to the new norm and SOPs that were implemented. In overcoming the challenges, experiential marketing campaigns were curated to serve the community throughout the lockdown.
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SILVER WINNER
SUNWAY PUTRA MALL
Ikatan Mesra Raya 2021
Executive Summary
Sunway Putra Mall teleported its shoppers back in time to a classic Malaysian railway setting, themed ‘Ikatan Mesra Raya’. Boasting a train station with a life-sized train and a clock tower standing 30 feet tall, shoppers were able to shop at the train station, snap selfies and got to reminisce what it was like to send off, welcome and meet relatives at the station.
This Raya, the mall initiated a CSR – titled “Keceriaan Bersama” with YB Hannah Yeoh, Member of Parliament of Segambut and other Sunway business units to bring comfort to an underprivileged family in Kuala Lumpur.
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Category C
(1 mil. sq ft nett lettable area (NLA) and above)
PLATINUM WINNER
PAVILION KUALA LUMPUR
3D Tigers Roar
Executive Summary
With the global viral success of CNY’21 Golden Bull campaign, we harnessed the strength of the Tiger to create an experiential CNY Tiger Roars celebration to dominate 3D Tiger animation experience, strong ground activations, creative décor & increased partnerships. It was a success - footfall higher than pre-pandemic & nett expense at 8% of annual marketing budget and worth USD455,000 (RM2million). Shopper spend increased; as did PR & social media value by 25% & 57% compared to CNY’21, reinforcing the mall as a destination for festive celebrations and leader in 3D animation content.
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GOLD WINNER
SURIA KLCC
We Are With You – A Mental Health Awareness Campaign
Executive Summary
Even before COVID-19 struck the country, Malaysia was already known to have problems addressing mental health as the subject is not only not so well understood, but there are various taboos surrounding it too. Suria KLCC chose the unconventional route by setting aside space for dialogue on the subject of mental health, rather than just having a typical static display to champion this sorely needed cause. In the end, we managed to get the conversation going on mental health, even if it is in baby steps.
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SILVER WINNER
QUEENSBAY MALL
Vogue for Virtue 2022 – Athleisure : InStyle
Executive Summary
Queensbay Mall celebrated fashion with Vogue for Virtue, living up to the core - making fashion charitable. The 1st Vogue of Virtue was rolled out in 2008. To date, it has benefitted 25 homes with an accumulated amount of RM140,000. Vogue for Virtue is comprised of 2 major elements – the month-long Model Search and Charity Fashion Show aside from other fringe events. 100% of the monies collected from the participants were channeled to the official beneficiaries. For 2022, 2 underprivileged children's homes were the beneficiaries. We are committed to building a better future for underprivileged children.
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Judge's Choice Award
JUDGES’ CHOICE AWARD
1 UTAMA SHOPPING CENTRE
Chinese New Year - A Magnificent Celebration of Spring
Executive Summary
Revel in the season of splendour together & be charmed by the great fortune that awaits you in an unparalleled opulent setting! 1 Utama Shopping Centre ushers in Chinese New Year 2021 with a majestic replica of Beijing’s Summer Palace! Travel back in time to the imperial dynasties of captivating folklore and artistic heritage where good fortune awaits all!
