Marina Central is a collective of shopping malls in the Marina area. It wanted to attract higher footfall to its malls and engage its shoppers more deeply during its year-end festive campaign.
HOL strategised an experiential marketing campaign, Season of Dreams, for its 4 malls, focusing on novel activations, gamification and real human stories.
Malls were facing the challenges of decreasing footfall, less dwell time and less engaged shoppers due to reasons such as:
Consumers increasingly preferred to spend on experiences than on material things. More Singaporeans were returning to pre-pandemic social activities. More tourists were arriving too.
To capture the opportunities, malls would have to provide offerings that could not be bought online or experienced digitally, that would engage and delight shoppers.
Season of Dreams Experiential Marketing Campaign
The festive period is the season of giving. But there are also those who have been left behind. This campaign brought shoppers on site and galvanised them to help uplift the hopes and dreams of the children at CampusImpact (CI), a social service agency that supports disadvantaged kids and their families.
Novel, experiential and gamified activations
Interactive elements centred on themed feature walls encouraged higher footfall, dwell time and higher sales as shoppers engaged with these activations. The campaign also featured novel activations such as blind boxes, robot Santas and vending machines, coupled with real human stories.
Doing good together
The campaign gave shoppers the opportunity to pay it forward amid the festivities by making it easy for them to make donations on site to help CI’s beneficiaries.
Giveaway for lead generation
Shoppers scanned a QR code to receive a surprise message and to enter a giveaway that needed them to submit their details. The malls would be able to use the leads for future shopper engagement.
A common theme and similar activations across all 4 malls provided a cohesive identity and unite the district for a common good.
This campaign aligned with Marina’s theme for 2022, “A Happy District”, engaging shoppers, tenants and the community with experiences that could not be had digitally. It led to higher footfall and dwell time and increased leads and sales, while differentiating the district from its competition.
The campaign also contributed to raising awareness of CI’s “Strengthen Children from Lower Income Families” campaign.
