tHe Spring Shopping Mall clinched the Gold Award for Malaysia Shopping Malls Association’s (PPK) Best Experiential Marketing Awards 2017 for the second time. Aida Azimah Mohd Abas, Advertising and Promotions Manager of The Spring Management Services represented the mall to receive the Gold Award at the Award Presentation Ceremony held at Sunway Resort Hotel & Spa, Petaling Jaya on 24th August, Thursday.
PPK Malaysia’s Best Experiential Marketing Awards 2017 serves to acknowledge and recognize Malaysian malls’ tremendous marketing efforts to enhance the shopping experience for the shoppers via creative marketing campaigns.The panel of judges included Chief Operating Officer (CEO) of Redberry Sdn. Bhd. and Group Editor-in-Chief of Malay Mail, Dato Wong Sai Wan, Managing Director of Supermal Karawachi from Jakarta, Mr. HeruNasution, Head of Ayala Malls Group from Philippines, Ms. Rowena Tomeldan and Co-founder and CEO of G.O.D. Lifestyle Brand, Benjamin Lau.
With a total of 35 entries submitted from 18 malls, tHe Spring came up on top as the winner for Category A (Malls below 500,000 sq ft nett lettable area) for its Christmas Campaign “Hey, Santa!” whereas IMAGO Shopping Mall from Kota Kinabalu picked up Gold for Category B (Malls with 500,001 to 999,999 sq ft nett lettable area)for its festive campaign “Once Upon a Dream” and Pavilion KL’s “Rise to Opulence” topped Category C (Malls above 1 million sq ft nett lettable area).
The Spring Management Services Sdn Bhd, Director, Mr. Andy Song said,"We are humble to be able to win this award for a second time to come out on top in our category in Malaysia and it is thanks to our talented team and loyal shoppers that we are able compete against the best and put Kuching on the map again.”
“As an infinite player in this market, we will continue to focus on our people, our product, create more jobs and business opportunities to be the leading market place in Kuching and Sarawak," he added.
tHe Spring celebrated Christmas last year with the experiential marketing campaign, “Hey, Santa!” which saw a +5% increase in traffic whereby December 2016 received a total footfall of 619,767 and achieved RM40.50mil in overall retail sales, improving by 9% over the 1-month campaign period.
The mall was given a wondrous festive makeover featuring the colourful life-sized displays of the characters and the elements of Santa’s Workshop, offering shoppers a chance to escape reality to a world of Christmas Magic in Santa’s Workshop. The shopping experience was further enhanced through multisensory marketing by being the first in Sarawak to introduce All Aboard Molly’s Train from MollyFantasy to Kuching; and prepared a quality Christmas performance lineup featuring an award-winning marching band, a magical firework display and even an outdoor Christmas Food Market to entertain the shoppers throughout the festive period.
Shoppers can expect more experiential festival celebrations in the coming months as the mall will once again be pulling out all the stops with its grand decors for Christmas and be hosting a series of performances and activities to celebrate tHe Spring’s 10th Anniversary from 1st January to 14th January 2018.