Sunway Malls is one of the largest mall operators in Malaysia, with properties in various states. For this Chinese New Year campaign, the challenge was to develop a concept that could break through the clutter using the same theme but executed differently for each mall under the Group, creating a unified experience across all locations. Instead of the usual Chinese New Year fanfare, we created a campaign focused on promoting the learning of Chinese heritage. This initiative benefits the Chinese community by helping them learn more about their lineage and background, while also providing an opportunity for other ethnic groups in the country to get to know and appreciate the Chinese culture.
A celebration of the Chinese heritage showcased the unique cultures and traditions of some of the larger Chinese clans or dialect groups in the country. The Sunway Carnival Mall in Penang paid homage to the largest Chinese subgroup, ie the Hokkien who originated from Southern Fujian in China. Sunway Velocity Mall showcased the heritage of the second largest subgroup, the Cantonese; Sunway Pyramid the Hakka and Sunway Putra Mall, the Teochew.
The result was overwhelmingly successful. The malls had record footfalls. There were a lot of press coverage and Sunway Pyramid even garnered three prestigious awards at The Marketing Events Awards for Best Shopper/ Retail Event, Best Venue Exhibition/ Festival and Best Event Ambience.
