Marketing Trendz Volume 23 Spring 2018 Edition | Page 18

advertising campaigns
SO MUCH MORE:
FOOD, FASHION,
AND FUN
IPC Shopping Centre launches its redevelopment and
advertising campaign with a clear focus on family
After reaching out to its community to learn what members wanted
in a retail destination, IPC Shopping Centre (Petaling Jaya, Malaysia)
planned and executed a redevelopment based on the listening to and
observing of those coming and going. At the top of the list: convenience,
a multi-purpose offering, and a place for the whole family.
One of the largest shopping redevelopments in the region, the US$51m
transformation reflected the prioritization of use of space, community
infrastructure, sustainable living, surrounding landscape, and overall
branding. To support its renewed brand mission, IPC recently launched
the “So Much More” campaign to inform shoppers that the family-
friendly space was for so much more than just shopping and dining.
Adding to its amenities, IPC considered the complete customer
experience and included easy navigation, improved security, greater
accessibility, increased comfort, and play activation for kids in its
renovation. By focusing on details such as a guided parking system,
additional seating, wider walkways, and the Funland designated area for
little ones, the center enhanced its presentation and function. To mark
the brand’s 15th anniversary and creatively tie the whole redevelopment
together, the center re-designed its logo, too. “The new logo is based on the concept of connecting positivity, where
IPC is at the heart of the community, fostering and facilitating positive
connections for all. It plays in an emotional and aspirational space, rather
than just functional, transactional shopping,” noted Andrew Yeoh, head
of marketing, IPC Shopping Centre, IKEA Southeast Asia.
The primary marketing goals for the redevelopment and campaign:
• Retain the most loyal segment, families, and increase their frequency
of visits and satisfaction per shopping trip
• Reach out to a new and more youthful consumer segment that has
never put IPC in its consideration set
• Build a more sustainable center in line with the company’s vision of
caring for people and the planet
• Refresh the retail mix to keep in line with the current increased
demand for F&B and fashion
• Re-define the customer experience, both online and offline, to stay
ahead of the competition
• Build greater connectivity and accessibility via seamless integration
with IPC retail partners (e.g., anshors The Curve and IKEA) and the
public rail transport system
"Once Upon a Sight" "So Much More Food"
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