Pavilion Kuala Lumpur has won the platinum award for its ‘3D Tigers Roar’ campaign in conjunction with Chinese New Year 2022 that celebrated the Year of the Tiger at this year’s Best Experiential Marketing Awards.
Organized by the Malaysia Shopping Malls Association (PPK), the Best Experiential Marketing Awards recognises the nation’s most innovative shopping centres for outstanding achievement in experiential marketing.
The premier shopping mall, situated right in the heart of Kuala Lumpur city in Bukit Bintang, 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, Petaling Jaya on October 27.
The award-winning campaign harnessed the strength of the tiger to create a roaringly experiential 3D animation experience 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 that bring memorable and immersive Chinese New Year celebration for shoppers.
This year’s Best Experiential Marketing Awards accepted submissions based on the malls’ marketing programs held from Jan 1, 2020 to July 31, 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.
