CapitaLand goes hard into digital festivities with metaverse and virtual influencer

CapitaLand has partnered with Southeast Asia’s virtual personality Rae for its Jolly Merry Christmas campaign, breaking the fourth wall in Rae's first-ever phygital appearance at CapitaLand malls with Molly themed décor sets. The campaign is part of CapitaLand and POP MART’s 15th-anniversary celebration in Southeast Asia for the latter's top IP character, Molly.

Chris Chong, CEO of retail and workspace (Singapore and Malaysia), CapitaLand Investment, said that the campaign is the company's first take at introducing shoppers to innovative and eye-opening experiences in the metaverse, and anchoring its malls as experiential lifestyle destinations. 

 
"We are thrilled to push the boundaries by seamlessly blending the physical and virtual shopping experience at CapitaLand malls for shoppers and retailers alike. We welcome everyone to our malls this festive season to explore this exciting phygital world, create new memories and expand the wonders of your imagination like never before," he added. MARKETING-INTERACTIVE has reached out to CapitaLand for additional information.

CapitaLand is also giving away a limited edition Christmas-exclusive "MEGA COLLECTION 1000% SPACE MOLLY Christmas", worth SG$1,199.90 to one lucky winner. Players are required to venture into the metaverse in an islandwide hide-and-seek game with Rae, as they try to find out where she is hiding based on the clues given. They will then be required to take a selfie with Rae, post it on Instagram and tag CapitaLand and Rae in the picture. This is part of Capitaland's bid to offer an omnichannel experience for shoppers.

Rae said that the collaboration will showcase her CGI and deep learning AI technology, as well as her machine-generated text-to-speech voice. "Check out how I break the fourth wall to interact with shoppers and toy collectors in a hybrid reality, not just through social media, but also right here in the malls. As a digital native living in both the physical and virtual realms, I want to let both shoppers and my fans enjoy this magical experience of bridging the digital-physical divide," she added. Meanwhile, AR filters are also available at the Molly 15: Into The Future exhibition to draw fans of Molly, as well as its larger-than-life installations at CapitaLand malls.