With the rapid growth of malls in Malaysia, competition amongst malls is keen and all vying to attract shoppers by offering “experiential shopping”, with Malaysian malls becoming well-known for their festive ambience and events. We are proud to acknowledge and recognize our malls’ tremendous marketing efforts for shoppers to enjoy a great experiential time throughout the year and to recognize these innovative efforts by member Malaysia malls, PPK Malaysia has organised Awards for Best Experiental Marketing 2022-2023 which was started since 2016.
This year, the Awards attracted a total of 63 submissions from 34 shopping malls. Based on the malls’ marketing campaigns held from 1 August 2022 to 31 July 2023, these programmes covered the whole gamut of festival celebrations, themed events, sales promotions, public relations, advertising, new and social media, community projects etc. The entries were shortlisted to 29 finalists from 18 malls, with 3 winners in each category.
CONGRATULATIONS TO ALL WINNERS !
Category A
(500,000 sq ft nett lettable area (NLA) and below)
PLATINUM WINNER
Da Men Mall
Hundreds of Flourish Drums
Executive Summary
CNY 2023 was welcomed with the thunderous 'BEATS OF
PROSPERITY' celebration from January 7th to February 15th,
2023. Harnessing the power of the oriental art of drumming, Da
Men Mall delivered a strong festive experience, clinched
the Malaysia Book of Record for ‘The Most Seasonal Drums
in a CNY Theme Decoration’. The event garnered coverage on
Prime-time TV and social-media, reaching 28 million audience;
uniting people regardless of race and age group through their
shared love for drumming. As a neighbourhood mall in Subang
Jaya, the campaign achieved strong community participation,
instilling inclusivity and delivering great ROI for the mall.
Photo Gallery
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GOLD WINNER
The Linc KL
"Build A Malaysian" Merdeka & Malaysia Day Campaign 2022
Executive Summary
"Build A Malaysian" was organised by The LINC KL in
collaboration with Loka Made and Yoodo to celebrate the
differences of each and every one of us that make us uniquely
Malaysian. Held in conjunction with Merdeka and Malaysia Day
from 15th August to 18th September 2022, one of the campaign
highlights was having an exhibition featuring 16 everyday
Malaysians alongside 65 iconic Malaysians who have made the
country proud with their outstanding achievements. Visitors also
got to join the fun by expressing their own identity as Malaysians
through art and craft workshops, interactive activities,
merchandise and social media activities.
Photo Gallery
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SILVER WINNER
Angsana Johor Bahru Mall
Glitz & Glam Raya!
Executive Summary
Angsana Johor Bahru Mall (owned by UDA Holdings Bhd)
celebrated Eid al-Fitr with the Glitz & Glam Raya! theme, allowing
the underprivileged to ‘Experience Life’ – by making shopping
charitable. Aligned with UDA’s corporate motto, Legacy,
Integrated, Finesse, Enrich that’s LIFE with UDA. In the spirit of
giving, Angsana is humbled to contribute and give back to those
in need through our charity drive – “UDA Cares” and also
recognized as “The Biggest Bazaar Juadah Ramadhan in JB
Town” with all the varieties of delicacies from all states in
Malaysia.
Photo Gallery
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Category B
(500,001 to 999,999 sq.ft. nett lettable area (NLA))
PLATINUM WINNER
Sunway Carnival Mall
Cahaya Raya x Autsome 2023
Executive Summary
The Hari Raya celebration theme, Cahaya Raya, is a beautiful
representation of core values like unity, togetherness and
forgiveness, embraced by a diverse and inclusive
community. The campaign's launch during World Autism Month
in April reflects the spirit of compassion, promoting empathy
and understanding during the festive season. By fostering inclusivity in the celebration, the focus is on creating
memorable and meaningful shopping experiences for everyone.
The initiative also aligns with Sunway Group's commitment to
the Sustainable Development Goals, aiming to contribute
towards building a more inclusive society that embraces diversity
and promotes a sense of belonging for all.
Photo Gallery
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GOLD WINNER
The Gardens Mall
A Gilded Christmas at The Gardens Mall
Executive Summary
In 2022, The Gardens Mall set out to give shoppers the
opportunity to immerse themselves into the experience of
being in a 17th century European manor. The mall worked
to incorporate the theme into all the facets of its festive
campaign, such as decorations in the mall, on-ground
performances, gift-with-purchase, online advertising creative,
social media content and an interactive contest. At the end of the
campaign, the mall saw an overall increase in mall traffic, in social
media engagement, as well as an average of 30% increase in
spending by shoppers during the year-end holiday season when
compared to 2021.
Photo Gallery
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SILVER WINNER
AEON MALL Shah Alam
Battleground Road to Gold
Executive Summary
AEON Mall Shah Alam's "Battleground Malaysia Road to Gold"
campaign, a collaboration with ASTRO for the nation's largest
street dance competition, effectively celebrated local talent
and cultural expression. Our campaign aimed to foster unity,
promote breaking as a trending sport, and create excitement
around its potential inclusion in the 2024 Olympics. By
partnering with ASTRO and various media outlets, we ensured
extensive coverage and visibility. The event attracted diverse
talent, including a 9-year-old participant, and featured
renowned artists, fostering a sense of inclusivity and
aspiration. Our campaign's success led to increased footfall,
tenant sales, and community engagement
Photo Gallery
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Category C
(1 mil. sq ft nett lettable area (NLA) and above)
PLATINUM WINNER
Suria KLCC
Picnic in the Park
Executive Summary
As an iconic and integral part of Kuala Lumpur, Suria
KLCC's 'Picnic in the Park' offers its loyal shoppers a
priceless experience while showcasing the KLCC
Park. With a mere 2% of the annual marketing budget, the
campaign achieved an astounding 30% savings,
surpassing sales targets by 160%, and boosting footfall by
nearly 80%. Online engagement soared to an astonishing
180% above the monthly average. This remarkable, first-
of-its-kind campaign truly lives up to the mall's
'Always Something New' tagline, solidifying its position
as an Iconic Experiential Shopping Destination.
Photo Gallery
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GOLD WINNER
Pavilion Kuala Lumpur
MICHELLE YEOH 'The Pride of Malaysia'
Executive Summary
Pavilion Kuala Lumpur presented one of the greatest
Malaysia celebrations when it hosted the Oscar viewing
party and Homecoming FanMeet for Best Actress
Winner Michelle Yeoh. The movie ‘Everything
Everywhere All at Once’ rewrote history with seven wins,
making the live viewing party on 13 March a proud moment
for Malaysia. Thousands of fans turned up for the
Homecoming Fanmeet while millions tuned in for the live
crossovers and streaming on 18 April. Both events
made global news with RM15million publicity value
and trended on social media with 30 million reach and
engagement, achieving an impressive 10,000% ROI.
Photo Gallery
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SILVER WINNER
Queensbay Mall
Senandung Aidilfitri
Executive Summary
Senandung Aildilfitri at Queensbay Mall brought our
customers into rich cultural festivity mode via a musical
feast with a grandeur ambiance through a golden touch
of ‘Malay Royal Palace Courtyard’ and
fruitful edutainment collaboration with Dewan Budaya,
Universiti Sains Malaysia (USM). The successful creative campaign presented a cultural
outlook while focusing on core business objectives, and
garnered vast media coverage on legacy and social media
platforms. While CSR shares the joy with
underprivileged children, it compliments the entire
marketing campaign as wholesome this Raya.
Recorded GTO at 12% up for the month via increase in
overall shopper footfall compare to 2022.
Photo Gallery
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Judge's Choice Award
JUDGES’ CHOICE AWARD
Design Village Outlet Mall
Penang International Food Festival 2022: Street Food Festival
Executive Summary
In August 2022, amidst relaxed pandemic policies, Design
Village Penang Outlet Mall, alongside state partners,
unveiled the Penang International Food Festival (PIFF)
- Street Food Festival. This marked the first major food
fest post two-year MCO, attracting 152,345 shoppers
over two days. A total of 80 hawkers showcased Penang's
culinary diversity. Beyond food, shoppers explored
Penang's rich culinary history through interactive
sessions and live demos. Earning media and blogger
attention, the event highlighted Design Village’s dedication
to hosting standout, immersive events that leave a lasting
impression on participants.
