Agency: PHD Media, Malaysia

The Summary Statement

After some 6 months of downtime for IPC mall due to redevelopment work; IPC was faced with the challenge to re-open its mall that was not entirely completed yet without an official brand launch and new brand campaign during month of December – the peak period for shopping malls.

Against the challenges; IPC rose up to differentiate and took a bold stand during Christmas by dimming down its Christmas décor (against category norm) and made a pledge to donate its savings from décor and to rally Malaysians to come together to give back. Against a small media budget too, we needed to ensure the campaign would have maximum reach and engagement to ensure that we achieve our mission of raising RM 100,000 for Malaysian orphanage kids. The strategy to launch the campaign was focused on 3 key areas (i) thought-provoking creatives that breaks out of clutter and capture attention (ii) data harnessing of media channels that allows for maximized targeted reach with good efficiency and (iii) multi-level influencer approach to get our audience buy-in.