Food
Sunway Malls picked up two Gold Awards in front of 700 malls professionals, retailers and affiliated industries players at the inaugural Malaysia Shopping Malls Association’s (PPK) Best Experiential Marketing Awards 2016.
Sunway Malls emerged as winners in two out of the three categories that saw 37 entries from 21 malls. The group beat competition from Mid Valley Megamall, Pavilion KL, Gurney Plaza and Gurney Paragon to clinch top spots.
Sunway Pyramid picked up gold in Category C (malls above 1 million sq ft nett lettable area) for its marketing campaign “Captain America: Civil War” while Sunway Putra Mall’s “Kung Fu Panda Pawsome March” top Category B (malls with 500,001 to 999,999 sq ft nett lettable area).
Both malls had teamed up with Disney’s Marvel and 20th Century Fox respectively to create various themed attractions that included out-of-mall activation, character appearances, life-size characters display, movie set inspired decorations and interactive sessions in their experiential marketing campaigns.
“As malls become increasingly a focal place for the public, it’s imperative that they resonate and connect with shoppers at emotive and experiential levels,” said H.C Chan, CEO of Sunway Malls and Theme Parks.
Malaysia mall industry is already facing intense competition as additional 27.28 mil sq ft retail space is being built to the existing 148.85 mil sq ft, bringing up the total retail space of 178.13 mil sq ft. in the country, according to National Property Information Center (NAPIC) data. This has resulted malls to adopt experiential marketing to stay competitive.
For Sunway Pyramid, the campaign saw a 9.7% increase in traffic with 1.2 million shoppers interaction over the 24-day campaign period. Social engagement metrics scored 27.6 million reach with RM250,000 worth of publicity generated.
Sunway Putra Mall’s footfall reached 800,000 during the campaign with RM200,000 worth of publicity generated while social media reach stood at 2 million.
COO Kevin Tan said the Gold awards are a testament of the team’s hard work in the last few years. “The awards give us confidence that we are on the right path and doing the right things and we will forge forward with more confidence,” he added.
The panel of judges included professionals from Branding Association from Malaysia, Tourism Malaysia, Focus Malaysia, Malaysia Institute of Architects and Lion & Lion.
Judge Meredith Wallace, the Social Media Head of Lion & Lion commented “The entries were creative, inspired and showed a true understanding of today’s modern shoppers.”
Malaysian malls over the years had gained recognition for their grand decorations and creative marketing campaigns that enhance shoppers’ shopping experience. PPK Malaysia’s inaugural AWARDS 2016 for BEST EXPERIENTIAL MARKETING were to honour these efforts for the best marketing programmes held in the past year.
Qualified entries based on the malls’ marketing programmes held from 1 July 2015 to 30 June 2016 comprising experiential festival celebrations, themed events, sales promotions, public relations, advertising, new and social media, community etc. Judging were based on objectives and strategies, creativity, action plan, results, budget and cost effectiveness.
