Campaign details

Brand: IPC Shopping Centre
Brand owner: IKEA Southeast Asia
Lead agency: Bonsey Jaden
Contributing agencies: PHD Media Malaysia, Spotify Asia, Cornell University (NY)
Country: Malaysia
Industries: Shopping centres, malls
Media channels: Mobile & apps, Online display, Online video, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

IPC Shopping Centre, in Petaling Jaya, Malaysia, is owned and managed by Swedish giant IKEA, and recently went through a much-needed brand refresh in the face of stiff competition from shopping malls in the vicinity. The brief was to develop a mobile app that showed a shopping centre that is connected to its community.

Our challenge was to develop a mobile app that goes beyond the standard mall retailers' directory. We wanted an app that connected with shoppers on the most instinctive level.