Building Impactful Brand Experiences in Singapore’s Retail Landscape
In Singapore’s competitive retail scene, marketing teams face the challenge of delivering fresh, culturally relevant, and commercially viable brand experiences at scale. For CapitaLand Investment, this meant innovating across a portfolio of 17 malls and various workspace properties.
Key Campaign Activations
- Mofusand Holidays
- Cinematic Odyssey
- Chinese New Year Weaving Prosperity
These campaigns were designed to transform creative ideas into measurable brand and commercial impacts.
Challenges Faced
Running large-scale campaigns across diverse properties is inherently complex. The marketing team needed to synchronize creative ambitions with cross-departmental execution and commercial responsibility. Collaboration with various agency partners (advertising, PR, social media, etc.) while maintaining a cohesive creative direction was crucial.
Cultivating a Collaborative Culture
The marketing team’s approach is characterized by:
- Active Cross-Functional Collaboration: Treating collaboration as an ongoing practice rather than a mere formality.
- Shared Briefing Frameworks: Ensuring every stakeholder, including in-house teams and external agencies, participates from the ideation stage.
- Talent Development: Junior team members engage in high-stakes projects, gaining exposure to brand stewardship and partner relationships.
Innovative Strategies
The marketing team emphasizes “phygital storytelling” — creating campaigns where physical and digital touchpoints enhance each other. Key innovation strategies included:
- Augmented Reality (AR): For Mofusand Holidays, AI-powered AR filters amplified engagement with over 130,000 sessions and a significant increase in app participation and sales.
- Touring Model: Deploying unique 3D installations across malls and organizing immersive workshops to boost physical presence.
- Narrative Pacing: Using a multi-stage “Surprise and Delight” framework to sustain media interest and campaign engagement.
Results Achieved
Across the three flagship campaigns, measurable gains in brand visibility and commercial performance included:
-
Mofusand Holidays:
- 1,400 organic media features
- $14.5 million in PR value
- 34 million impressions and 15 million video views
- 23% increase in mall sales
-
Cinematic Odyssey:
- $4.66 million in PR value
- 15.2 million impressions
- 8% sales growth in targeted malls
-
Chinese New Year Weaving Prosperity:
- $6 million in PR value (up 147%)
- 11% sales growth
Recognition
The team’s efforts garnered 29 awards, including accolades at the MARKETECH APAC’s Advertising Awards Asia-Pacific 2026. This evolution reflects a marketing team that has established a repeatable model, integrating creative ambition with cross-functional culture and commercial discipline across their property portfolio.
