Malaysia’s premier shopping destination, Pavilion Kuala Lumpur, celebrated a roaring win at this year’s Malaysia Shopping Malls Association (PPK) Best Experiential Marketing Awards, taking home the top honour for their ‘3D Tigers Roar’ campaign in conjunction with their 2022 ‘Blooms of Prosperity’ Chinese New Year campaign that celebrated the Year of the Tiger.
Pavilion KL was declared as the Platinum Winner for Category C – malls with a nett lettable area of 1,000,000 square feet and above – at the Awards Gala Dinner held at One World Hotel on Thursday, 27 October.
The award-winning campaign harnessed the strength of the tiger to create a roaringly experiential 3D animation experience in the heart of Bukit Bintang. Riding off the viral success of the mall’s 3D golden bull campaign the year before, Pavilion KL was determined to go above and beyond with not just one, but seven 3D Tiger animations in conjunction with Chinese New Year with contributions from partners Maybank, Tiger Beer, Samsung, Onitsuka Tiger, Coca-Cola, and Dior. The animations not only showcase the power and energy of the tiger, but also set the tone for the mall’s wider festive campaign with experiential on-ground activations, spectacular decorations, and unique pop-up stalls to make it a memorable and immersive Chinese New Year celebration for all shoppers.
Since opening its doors to shoppers in 2007, Pavilion KL has received 51 local and international accolades to date, including the Platinum Award at the Malaysia Tourism Quality Assurance (MyTQA) Program earlier this year.
Organised by the Malaysia Shopping Malls Association, the Best Experiential Marketing Awards recognises the nation’s most innovative shopping centres for outstanding achievement in experiential marketing. This year’s Awards accepted submissions based on the malls’ marketing programs held from 1 January 2020 to 31 July 2022. A total of 58 entries from 27 shopping malls were shortlisted to 30 finalists, with three winners in each category (Platinum, Gold and Silver), as well as a Judges’ Choice Award.