CapitaLand Westgate mall has created "Halloween Monsters" GIF stickers for its annual Westgate Wonderland Halloween Party. The Westgate Wonderland Halloween Party is organised annually in the month of October and encourages visitors use the hashtag #WestgateSGHalloween and tag @WestgateSG in their Instagram stories.
CapitaLand Westgate's centre manager Sabrina Lai told Marketing that the team aims to explore the use of interactive digital platforms such as GIF stickers and Instagram stories for its events, to ultimately create experiential moments at the mall. The event will be marketed through in-mall collaterals, programmatic banners and on social media platforms.
In addition, the mall will also be decked out during the month of October with pirate monsters, in a bid to thrill shoppers with a slew of "spooky" adventures. Creative agency Graphikate designed campaign visuals as well as the Westgate Halloween Monster stickers on Instagram, while Actstitude handles Westgate’s Facebook and Instagram pages to further promote the event. The mall also worked with GroupM's m/Six for media duties.
On its Facebook page, several posts were put up prior to the event to generate buzz and raise awareness. According to these posts, the Halloween Monsters are pirates in the sea, and speak in pirate terms and phrases. A post on Facebook also educated users on conversational pirate terms, to aid visitors in getting into their Halloween characters.
The roll-out of stickers and GIFs is currently a trend among brands and even spurred Jewel Changi to unveil its own. Showcasing the various offerings at Jewel, the stickers were launched in June this year and was made available on GIPHY, Instagram Stories and other social media platforms. Meanwhile, brands such as GOJEK, Life Buoy, Lazada, Heineken, Singtel, Pepsi and Warner Bros. also worked with social media platforms Facebook Messenger, Twitter, TikTok and LINE Friends to curate dedicated GIFs and stickers to generate brand engagement.
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