Marketing Trendz Volume 23 Spring 2018 Edition | Page 19

At the center of the “So Much More” campaign is a series consisting of
one promotional video and three supporting 15-second clips.
With the title “Arsham’s Story: Once Upon a Sight”, the feature video
brings to life the creative idea of the campaign by following a young boy’s
first love story and showcasing all of the products and services available
at IPC. Taking place in the shopping center, the love story includes
browsing and buying for food and drinks, flowers, books, groceries,
glasses, and both casual and formal wear. Ashram ends his prep with
a haircut and a shoeshine. Cleverly depicting the center as a one-stop-
shop, the video presents Ashram’s stylish makeover from t-shirt to tux
and a charming twist at the end.
In addition to “Once Upon a Sight,” IPC delivered a series of short
scenes: So Much More fashion, So Much More Food and So Much More
(family-style) Fun. Keeping with the same sweet and funny tone, each
clip shared a memorable in-center moment: a mother-daughter bonding
session, a mealtime (and mouthful) meeting, and play-area shenanigans.
Based on public comments, general feedback, and comparisons to work by
Malaysian film director, Yasmin Ahamd, the video series was a great success.
Partnering with global digital agency, Bonsey Jaden, and production company, Directors Think Tank, “Once Upon a Sight” was published on
January 7, 2018, and garnered 800,000-plus views within one week. With
more than three million views via Facebook and YouTube, the campaign
video remains the most viewed shopping center video in the region to date.
With a PR value of approximately US$160,000, the brand launch revealed an
investment ratio of 70/30 (digital media vs. traditional media) and achieved
83 mentions in the press and on social media.
"So Much More Fun" "So Much More Fashion"
...the family-friendly space was for so
much more than just shopping and
dining.
“We have seen strong positive impact on our brand awareness and
visitation since the first two months of the campaign launch. As of now,
we are on track to surpass our ambitious targets post-redevelopment,”
concludes Yeoh.
Generating a positive ROI on its media investment, the team benefitted
most from its organic, earned media coverage.
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