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CapitaLand Mall Trust
Annual Report 2015
Marketing & Promotions
at the three malls through articles such as ‘5 Must-Shop
flagship stores you never knew existed outside
of town’, ‘5 Must-Try hotpot restaurants to whet
your appetite’ and ‘7 attractions that will make kids
(& adults) go gaga’.
IMM, Singapore’s Largest Outlet Mall Integrated
Marketing Campaign
With an increase in branded outlet offerings to over
80 outlet stores, IMM reinforced its positioning as
Singapore’s largest outlet mall. In December 2015,
IMM embarked on an integrated marketing campaign
to publicise the enhanced outlet offerings through radio
commercials, print advertorials, train advertisements
and social media activation.
JCUBE
Seoul Spicy Noodle Challenge
The Seoul Spicy Noodle Challenge was held in JCube
as part of the ‘Celebrate Korea’ campaign from May
to July 2015, in search of the spiciest noodle eater in
Singapore. The challenge was to finish three bowls
of Korean Samyang spicy noodles of different level
of spiciness. The contest garnered more than 250
participants, with the youngest contestant being only
10 years old. The winner was a 37-year-old freelance
photographer who won a pair of tickets to Seoul and
a LANEIGE hamper. He also set a new record of
19.26 seconds in the Singapore Book of Records for
the fastest time to complete eating a packet of spicy
noodles.
Scream Fest – The Toy Maker’s Maze 2015
Following the success of the first edition of JCube’s
Halloween maze event, the mall held the second
edition of the haunted maze called the Toy Maker’s
Maze. The maze was very well received with about
300 people walking through it every day, about 20.0%
higher than the previous year.
Sub-Zero Party On Ice
In celebration of Singapore’s jubilee year, JCube and
The Rink came together to organise a three-night
party on the Olympic-size ice rink in August 2015.
A third of the ice rink was carpeted and converted into
a dance floor where skaters and non-skaters danced
and partied on ice until the wee hours of the night.
FUNAN DIGITALIFE MALL
Funan Anime Matsuri
Funan Anime Matsuri (FAM), an iconic cosplay event
where shoppers experience Japanese pop culture,
was held in Funan DigitaLife Mall for the third year
running. Cosplay fans met their favourite celebrity
cosplayers from the region including Neneko & Shimo
(Taiwan), Baozi & Hana (China), DD Tenka (China) &
Fuyuu-Kaji (China) and Angie & Ying Tze (Malaysia).
Attendees at FAM were also treated to workshops by
top illustrators, a character bento making workshop as
well as cosplay photography workshops. Headlining
the event’s artiste showcase was Bless4, a Japanese
vocal and dance group comprising four siblings
who wowed fans with their anime theme songs,
such as Stitch is Coming and Hitori Jyanai from
Disney’s animated series Stitch.
Armaggeddon Gaming Festival 2015
Armaggeddon hosted its first ever gaming event at
Funan DigitaLife Mall in August 2015. The gaming
event was organised to promote e-spor ts and
encourage healthy gaming. Mr K Shanmugam,
Minister for Home Affairs and Minister for Law,
was the Guest of Honour. Shoppers pit their
gaming skills at a range of gaming booths from
arcade, computer, console, mobile to board games.
The highlight of the event was the DOTA 2 Singapore
Finals where the winners were sent to Jakarta to
represent Singapore in the DOTA 2 Regional Finals.
IMM BUILDING
Just Bid It
IMM Building (IMM) held its ‘Just Bid It!’ auction event
in August 2015 for the second consecutive year. More
than S$30,000 worth of items, including an OSIM
uDivine S massage chair and a LG Ultra HD 55-inch
television, were auctioned away. A silent auction
element was also added to the event to give shoppers
more bidding opportunities.
Singaporewest.sg
IMM, JCube and Westgate launched a lifestyle web
portal - Singaporewest.sg - in June 2015, that brands
the west of Singapore as a precinct and a destination
for shopping, dining and leisure for both locals and
tourists. The website highlights the hidden gems of the
west such as Little Guilin, while also drawing attention
to the comprehensive offerings of dining and shopping
