In addition to the array of loyalty programmes, we also organised key portfolio-wide campaigns such
as:
CapitaMalls Half-Time and Full-Time Draws
Kicking off the excitement of FIFA World Cup 2014, two portfolio-wide campaigns, ‘CapitaMalls
Half-Time Draw’ and ‘CapitaMalls Full-Time Draw’ were organised. The grand prize winner of the
CapitaMalls Half-Time Draw was a 67 year-old nurse, who was rewarded with an all-expenses paid
holiday to watch the World Cup semi-final match between Netherlands and Argentina in Sao Paulo,
Brazil.
CapitaMalls Dream Draw 2014
From July to December 2014, shoppers who spent at participating CMT’s malls and two other
CapitaLand’s malls in Singapore stood a chance to win a Volvo S60 D2 sedan car. Eight lucky
shoppers every month also walked away with S$500 worth of CapitaVouchers. The grand prize was
won by a 23 year-old cabin crew member who spent slightly more than S$500 at Bukit Panjang Plaza
in November.
MALL-CENTRIC ACTIVITIES
Besides implementing our portfolio-wide marketing activities, each mall also contributed individually
to enhance its unique positioning and brand identity by creating memorable brand experiences for
shoppers through various promotional activities.
BUGIS JUNCTION
ONE Fighting Championship Fan Engagement
Bugis Junction worked with ONE Fighting Championship and FHM magazine to host the biggest
fighting competition ever seen in Singapore – ‘Fight Night’ – at the Singapore Indoor Stadium. The
world’s best fighters converged for a battle of unprecedented proportions. The mall hosted a four-day
event that treated shoppers to mixed martial arts demonstrations, fitness challenges and a ‘Scissors,
Paper, Stone’ game, where shoppers stood to win over S$1,000 in cash prizes.
BUGIS+
Doraemon Pop-Up Store
For the first time, Bugis+ set up the ‘100 Doraemon Secret Gadgets Expo’ pop-up store at its civic
plaza area, making it easier for shoppers to get their hands on a piece of the merchandise featuring
the world’s most popular robotic cat.
BUKIT PANJANG PLAZA
March Much More
Shoppers at Bukit Panjang Plaza were delighted with rewards when they shopped in the mall from
March to April 2014. Each week, the first 300 CAPITASTAR members walked away with bonus
STAR$
®
with a minimum spend. During the March school holidays, the mall organised a day of fun
activities, such as Kampong Play and Cardboard Sculpting Workshop, hosted in partnership with
Ground-Up Initiative to promote family bonding through unique hand-crafted games. In the evening,
shoppers were treated to an outdoor movie screening.
Marketing & Promotions
86 | CapitaMall Trust Annual Report 2014
