MARKETING | CATEGORY ONE
2015 ASIA PACIFIC SHOPPING CENTER AWARDS
2015 Asia Pacific Shopping Center Awards
INTEGRATED DIGITAL
CAMPAIGNS
TOWNING AROUND
ALABANG TOWN CENTER
MUNTINLUPA, PHILIPPINES
MANAGEMENT COMPANY:
AYALA LAND, INC.
OWNER: ALABANG
COMMERCIAL CORPORATION
Attuned to Southern
Manila’s social savvy,
Alabang Town Center
drew up a plan to
harness online followers
and take them to the
next level: actual mall
engagement. The
multiplatform digital
campaign ‘Towning
Around’ connected with
online users, mining
valuable insight the
centre used to send
targeted messages
designed to increase
sales and visits.
KARRINYUP SWIM & RESORT
BEACH PARADES
KARRINYUP SHOPPING CENTRE
KARRINYUP, AUSTRALIA
MANAGEMENT COMPANY: AMP
CAPITAL INVESTORS
OWNER: UNI SUPER
To create viral exposure
Karrinyup created a
unique summertime
fashion event. By
taking 30 swimsuit-clad
models carrying retailer
lollipop signs to the
beach for an impromptu
fashion show, the
centre generated
significant social media
posts and viral video
footage whilst clearly
capturing the attention
of mainstream media
and beach goers
who witnessed the
spectacular event.
METRO CITY PLAZA X
POMPOMPURIN – CATCH PURIN
IF YOU CAN!
METRO CITY PLAZA
HONG KONG
MANAGEMENT COMPANY:
GOODWILL MANAGEMENT LTD.
OWNER: HENDERSON LAND
GROUP
Located in the heart
of Tseung Kwan O’s
urban district, Metro
City Plaza (MCP) is
a shopping complex
whose target audience
are young consumers
who pursue dynamic
lifestyles and live all
over Hong Kong. In an
effort to increase traffic,
sales and appeal to the
right target segment,
MCP launched a
campaign ‘Catch Purin
If You Can’, featuring an
amusing, easy-to-play
game available both
online and in-centre,
that gave players an
opportunity to win
PomPomPurin gifts.
LETTERLAND
NORTHLAND SHOPPING CENTRE
MELBOURNE, AUSTRALIA
OWNER/MANAGEMENT
COMPANY: FEDERATION
CENTRES
SHANGHAI JOY CITY CREATES
A MARKETING MIRACLE OF
SMART SOCIAL PLATFORM
WITH LOW INPUT AND HIGH
RETURNS
SHANGHAI JOY CITY
SHANGHAI, CHINA
OWNER/MANAGEMENT
COMPANY: COFCO LAND
LIMITED
In a bid to kick-start
early Christmas
spending and
encourage consumers
to choose Northland
over its competitors,
the centre launched
Letterland—an
interactive digital
application connecting
its shoppers directly
to the North Pole. In
a modern twist on
the traditional letter
to Santa, Letterland
delivered digital
initiatives that spoke to
the core market’s desire
for innovation, unique
shopping experiences
and love for digital.
Shanghai Joy City’s
smart social platform
innovatively combines
data from their official
website, WeChat
account, and App,
to produce instant
and synchronized
communications to
targeted audiences. The
smart social platform
realizes synchronous
and instant
communication of sales
data, tenant information
and membership
management system
through cross-platform
interaction both online
and offline with a Omnichannel marketing
platform.
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