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BSC adds drama to its campaign

Bangsar Shopping Centre (BSC) has introduced its first social media campaign dubbed BSC 59000 to reaffirm BSC’s positioning as the ‘trendiest mall’ around and to drive  traffic to the shopping centre.

Predominantly executed on Facebook, the campaign is also aimed to help its tenants increase sales.

The campaign, which kicked off on 19 April and will last until 31 October 2013, comprises five fictional characters; Zack, the successful businessman and women magnet; Katrina, gym freak; Sam, single father of two teenagers; Elle, the fashionista and ; Maya, glamourous mum and trophy wife, whose lives revolve around BSC.

“The social media campaign is akin to a drama series where characters shop and discover new deals at BSC every day. By using the vast viral effect of Facebook, this project will be an opportunity for tenants to better promote their outlet and products with far-reaching possibilities,” said Elaine Leong, advertising and promotions manager of Bangsar Shopping Centre.

BSC 59000 is publicised via print ads, pillar wraps in BSC, radio ads and contests on social media.

To keep the target audience curious and involved on Facebook, a monthly contest is held, with questions posed to the public on what the five characters have been up to at BSC.

Weekly winners will be rewarded with RM1,000 shopping spree at BSC. Followers on Instagram and Twitter also stand a chance to win weekly freebies.

The grand prize winner will also be one of the faces of the next season of BSC 59000.

The BSC 59000 ads are advertised in The StarExpatriate Lifestyle and also Mix.fm.

For this campaign, Chimera was responsible for the creative.

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