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IPC's 'Genius' Marketing
Launches Revamped Centre
We refurbished our longest-running shopping centre inside and out, adding
alfresco eating areas, vertical gardens, a playground and dozens of new tenants.
When it came time to re-launch the centre in January, IPC took a fresh
approach to marketing. We released a short, heart-warming film that tells
the story of a boy’s first love (and his journey through IPC.) With a surprise
ending, the film attracted almost three million views. Personalised follow-up
spots were viewed 23 million times on YouTube.
Next, IPC launched a one-of-a-kind Mood Menu app that
recommends meals to shoppers based on musical choices
on their Spotify playlists. More than 40,000 people downloaded
the app and thousands used coupons for IPC food outlets. Hailed
as “genius” by one reviewer, media coverage generated the equivalent
of SGD 714,000 in positive publicity. Brand recognition jumped to 36%,
more than three times the industry benchmark.
IPC has engaged customers in good causes, too. During Christmas, we
dimmed down our decorations to focus instead a crowdfunding campaign that
Increase in brand recognition
Downloads of The Mood Menu app
3 Marketing Awards
International Council of Shopping Centres
Gold - Emerging Digital Technology
Dragons of Malaysia Awards
Gold - Best Mobile Marketing Campaign
Silver - Best Cause Charity Marketing
supported 100 underprivileged families with gifts of school items and toys.
Another campaign raised awareness of our revamped Recycling & Buy Back
Centre. We pay people cash for old newspapers, used plastics and more and,
over three months last year, collected 4.3 tons of waste.
IPC itself recycled 31% of the waste generated by its operations – 9% more
than the year before and far above the industry norm. With solar panels,
rainwater harvesting and a sustainable dishwashing system for tenants,
IPC is living up to its name as ‘the greenest shopping centre in town.’