Suria KLCC "Suria 100 Days Wide Sale" Campaign

Campaign title - Suria 100 days wide sale.

Client - Suria KLCC

Product - Suria KLCC Shopping Mall

Summary Statement

Suria KLCC opened its doors 10 years ago and since then, Suria KLCC has been known as the premier shopping destination housing many exclusive high-end retailers. But in the past few year, loyal shoppers from Suria KLCC have been seen flocking other new malls because of their novelty offerings.

The Suria 100 days wide sale campaign was developed to attract consumers to shop in the mall and the results was encouraging, with an increase of 40% average spend compared to the same period the previous year.

Background and Marketing Objectives

The retail industry in Kuala Lumpur, Malaysia was booming with the opening of new shopping malls like Pavilion The Gardens over the past year. Some of these new malls offered “first-time in Malaysia” retailers that were exclusive and some with bigger and more variety of retailers. As a mall that has 10 years history, KLCC is loosing its appeal to shoppers for spend their money in this mall as opposed to other sub-urban malls and newer malls.2008 was also the year when the economy spiraled  downwards. Shoppers started to tighten their belts. 

Despite the challenges of  the mushrooming of new shopping malls in housing areas and new mega malls who are  all fighting for the same share of wallet, how do we get shoppers to increase spend in KLCC?

The brief to us was to increase 15% in  average spend compared to the same period the previous year

Campaign Strategy

Understanding the shoppers was an important factor of success to this campaign:

• Shoppers love immediate redemptions
• Shoppers will shop more when motivated by a reward target
• Shoppers love simple promotions & contests that offer BIG prizes

The strategy was to apply 3 tactics that would hit the sweet spot of the consumers. Firstly, we designed a tiered reward system to keep consumers coming back to shop for more. Secondly, we started the sale carnival earlier than other malls to keep the momentum started and to occupy our position in the consumers mind. Lastly, we organized a contest that would excite the shoppers further.

During the 100 days, shoppers  who spent a minimum of RM100 at specialty outlets were entitled to redeem their very own Passport to Privileges. The Passport highlighted special offers from participating retailers  throughout the 100 days.  Every RM100 spent entitled a passport holder to 1 stamp. Shoppers were then rewarded when they accumulated:

• 5 stamps = to receive a Passport Holder
• An additional 10  stamps  = to receive a Premier Travel Bag worth RM300

Shoppers were also eligible to participate in the ‘Shop and Win a Getaway at the Four Seasons Resort Langkawi’ competition with a minimum spent of RM500 and by answering a simple question on the entry form.

Campaign Concept

It was a time when every other shopping  mall was also offering shoppers discount, and bargains.  To differentiate ourselves, we focused on our most attractive offer – the grand prize of a luxurious beach holiday at the Four Seasons Resort Langkawi. In order to generate interest, we developed a unique redemption booklet in a form of a passport. True to its purpose, the passport contained stamps which featured each of the participating retailers and the promotions offered. Hence, it worked both as an information tool as well as a redemption device. 

The campaign was supported by print ads which highlighted the campaign period of 100 days, and ultimately with such great discounts, how much one could buy within that time frame. 

Blurbs were also developed to act as a reminder and create a sense of urgency. This was done through a ‘countdown’ creative execution which featured simple messages. 

To encourage redemption, passports and contest forms were also distributed to retailers. Retailers involvement was key in pushing the redemption to shoppers

Campaign Execution

In the mall

- Banners, Buntings and posters around the mall 

- Tent cards at participating retailers 

Mass medium

- Full page print ads in major English and Chinese press and magazine titles

- Blurbs in The Sun in the form of a countdown as a reminder

Suria KLCC website

Results

• The promotion recorded very high number of redemptions – 47% more than the previous year
• Even the number of contest forms received was encouraging –16.75%  more than the previous year
• Majority of the redemptions and participants came from the high-end shoppers where there was an increase of 40% in average spend

(Source: Suria KLCC Internal Tracking)

Proton Exora "What's The Nation's Next MPV Called?" Campaign

Campaign Title: Proton - What’ the nation’s next MPV called? 

Brand Name: Proton Exora

Campaign Duration: September 9 2008 to 30 September 2008

Advertiser (Company Name): Proton Holdings Berhad

Type of Product or Service: MPV

Campaign Summary

PROTON, Malaysia’s national car manufacturer was planning to launch its first multi-purpose vehicle (MPV) by 2nd quarter of 2009. Proton knew that the competition is fierce as there were various foreign car brands offering Multi-purpose vehicle in different price range. The most shocking news for Proton came in July 2008 when Perodua, Malaysia’s leading car seller and Proton’s direct competitor in terms of pricing announced that it is launching a multi-purpose vehicle sometime in 2009. 

Proton needed to react fast to ensure that Perodua doesn’t benefit from launching the car first. With a USD40, 000 budget and with limitations of not being able to reveal the MPV or any of its selling proposition, a campaign was developed to create noise to occupy consumers mind in the MPV segment before Perodua does.

The campaign was such a success that within 6 days, 728 bookings were made despite not revealing any pictures and specs of the MPV.

Marketing Challenge and Objectives

Proton’s plan to launch its first multi-purpose vehicle (MPV) by 2nd quarter of 2009 was already in the pipeline when Perodua, the market leader and Proton’s closest competitor in terms of pricing and volume, announced that it is also launching its first MPV in early 2009. In a highly competitive mid range car market, a late entry into the market means that half the battle is already lost. 

The brief came from the client as early as August 2008. The objectives of the campaign were:

• To build awareness that Proton will be launching its MPV soon. 
• To delay consumers purchase until Proton’s launch.

Since the MPV was still under development, the biggest challenge was to introduce the MPV to Malaysians without any product image or information. Also, this campaign was not in the client’s marketing plan earlier and hence the budget was only less than USD40,000.

Target Markets

Malaysians have been in a progressive mood since the launch of the “2020 Vision to become a developed country” by the nation’s 4th Prime Minister Datuk Seri Mahathir Mohamad. Currently still a developing nation; Malaysians are patriotic when it comes to participating in the nations achievements. Malaysians are proud to be in this train where the nation is in full gear to become fully developed.

When the campaign was launched, it was targeted at the mass Malaysians from the age of 18 onwards. Even though the MPV is targeted at replacement car buyers with families, we wanted all Malaysian to be part of this history. 

Strategy

Without any product information in hand, it was impossible to develop a campaign that communicates through the product; a different route that does not involve any selling proposition was taken.

We saw an opportunity as none of the Malaysian car makers have developed an MPV before

The strategy was to involve and mobilize Malaysians to be part of Malaysian history and its latest achievement– producing its first home grown MPV. The campaign aims to occupy a space in consumers mind by getting Malaysians involved in the process of the achievement

Up till the date of the campaign, the MPV’s name has not been confirmed. We saw an opportunity to get Malaysians involved in the process right from the start of this achievement by aptly inviting them to name the MPV.

With a limited budget, a contest called“Naming Malaysia’s first homegrown MPV” was born. 

A call-for-entry campaign was launched, inviting fellow Malaysians to name Malaysia’s first homegrown MPV. Due to limited media budget and to make it easy for Malaysians to participate, the contest submission was conducted via SMS and online entry.

The execution was focused only on press ads, web banners and a microsite.

The best name with the best rationale selected becomes the first Malaysian to own this brand new MPV from PROTON.

Campaign Results and Measurements

The nation’s first MPV created much noise in the market:

• One  unique name for PROTON’s first MPV was chosen – Proton Exora
• An extremely successful campaign with a total of 251,763 entries received (210,724 via online submission; 41,039 SMS entries). This is 151% more than the target of 100,000 entries.
• 728 bookings within 6 days it was opened for bookings without revealing any product image or info and with a RM1000 booking fee.

(Source: Proton Holdings Berhad Internal Tracking)