MARKETING | CATEGORY ONE
2015 Asia Pacific Shopping Center Awards
INTEGRATED DIGITAL
CAMPAIGNS
THE MINES SHORT FILM
COMPETITION
THE MINES SHOPPING MALL
DARUL EHSAN, MALAYSIA
MANAGEMENT COMPANY:
CAPITAMALLS MALAYSIA REIT
MANAGEMENT SDN. BHD.
OWNER: CAPITAMALLS
MALAYSIA TRUST
The Mines Short Film
Competition was
organised by The
Mines in collaboration
with National Film
Development
Corporation Malaysia
(FINAS), Malaysia’s
leading film agency
and authority. The
competition aimed to
strengthen the mall’s
branding by reaching
a wider audience, in
particular avid social
media users. Via the
online submission of
an original short film,
road shows at targeted
market areas, online
voting and a prize
presentation ceremony
this unique initative met
all objectives.
12
BRIDE-TO-BE CONTEST
VIVIANA MALL
THANE WEST, INDIA
OWNER/MANAGEMENT
COMPANY: SHETH DEVELOPERS
& REALTORS I LTD
With over 600 entries,
Viviana Mall’s ‘Bride-toBe’ featured 20 finalists
competing to win
the ultimate wedding
experience. With online
being the only method
of entry, the competition
offered to pay for a total
wedding for 1 lucky
couple. Social media
sites captured the
journey from the point
of entry to the selection
of the lucky bride-to-be.
YANTAI JOY CITY SPRING
FESTIVAL RED ENVELOPES
YANTAI JOY CITY
YANTAI, CHINA
MANAGEMENT COMPANY:
YANTAI JOY CITY CO. LTD.
OWNER: COFCO JOY CITY
PROPERTY LIMITED
Joy City’s Spring
Festival campaign used
a combined strategy
of traditional media,
social media, and
technology, to promote
their WeChat red
envelope and coupon
initiative to their desired
demographic. During
the Spring Festival,
nearly 100,000 people
participated in getting
red envelopes and over
40,000 people joined
getting card coupons.