Toppen: Don't be #Jealous! See you at Toppen!

Toppen, a shopping centre in Johor Bahru, Malaysia, leveraged regional pride to promote its brand.

Campaign details

Brand: Toppen Shopping CentreBrand owner: Ikano GroupEntrant company: UM Malaysia, Petaling JayaIdea creation: Ensemble Worldwide, Petaling JayaMarket: MalaysiaSector: Shopping centres, mallsMedia channels: Events & experiential, Merchandise & free gifts, Mobile & apps, Newspapers, Online video, Outdoor, out-of-home, Radio & audio, Sales promotion, Search marketing, Social media, Television, Virtual & augmented reality, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

To successfully launch Toppen Shopping Centre in Johor Bahru, we strategically differentiated ourselves from the typical promotion heavy and deep discounting tactics...

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