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nex Mall Retail Advertising

Guthrie Consultancy Services

Client
Guthrie Consultancy Services

Type
Integrated Campaign
Consumer Campaign

Scope
Print Ads
Outdoor Ads
Interactive Direct Mailers
Mall Environmental Graphics
Bespoke Engagement Ideas

 

Background

nex is the largest shopping mall in the Singapore’s north-east with over 380 tenants that include Isetan, Cold Storage, FairPrice Xtra, Shaw Theatres and Studio Tangs.

Insights/Challenge

The challenge we faced was how are we going to annouce its grand opening without making it look like another heartlands shopping mall.

Ideas/Solutions

Given its strong tenant mix, we first position nex as ‘the suburban mall with Orcahrd Road pedigree’. We then bring the positioning to life with a campaign that showcases a classy mall that’s bursting with myraid dining, fashion, entertainment and lifestyle options for shoppers to choose from. The visual styling, brand feel and messaging were extended across all mall communications and festive, seasonal and retail promotions.