Tuen Mun Town Plaza unveils NFT-enabled membership programme

With the increased popularity of non-fungible token (NFT), Tuen Mun Town Plaza (TMTP) under Sino Group has partnered with Articoin to incorporate NFT into its new beauty campaign to further engage with beauty consumers. The newly revamped “Beauty World” in TMTP will be bringing around 40 international beauty brands together where customers can easily shop everything they need to fit in different styles in Beauty World. The event will run from 22 June to 26 July 2022.

Moreover, the plaza has partnered with Articoin to develop the first NFT-enabled membership programme, aiming to attract 1,000 VIP customers, creativity and tech savvy to become the first batch of "Beauty Me" NFT beauty community members, especially targeting local young and trendy women, to create their own avatars with the one-stop functionality of styling their favourite beauty looks.

The first 1,000 NFTS are just a starting point in the first phase of the “beauty Me NFT Community” campaign, Sino Group is aiming to build up a long-term relationship and communication with the NFT owners, as well as exploring all the possibilities of expanding the community.

In terms of marketing strategies, TMTP has adopted a cross-media approach to promote "Beauty World & Beauty Me NFT” campaigns. The highlight of the campaign is to integrate virtual NFT with their membership. Customers upon redeeming the NFT can receive a bunch of exclusive and continuous privilege and offers.

The mediums used for promotion include celebrities endorsement, which the campaign has engaged with local artist Hillary Lau in a video ad, showcasing 4 styling looks to interpret beauty comes in many ways, just like everyone can find in “Beauty World”. The video will be screened in-mall, on TMTP’s facebook, Instagram, Youtube as well as Lau’s social media platforms. The video will also be broadcasted inside a mega 540” LED TV in the mall atrium as well as various popular media channels by advertising placement.

Chhoa Peck Lim, director of asset management of Sino Group said: “We realise the potential growth of adoption of NFTs in relation to CRM strategies and NFTs would have key future role to play in brands’ core CRM plan, thereforeTMTP considers the collaboration with Articoin a good opportunity to deploy the NFT project in building and retaining our ‘beauty community’.”

“Our customised ‘Beauty Me NFT’ enables customers to create their own avatar and turn it into an NFT, to echo how Beauty World can meet all the needs of different customers and to create different images here.” Chhoa added.

“Beauty Me NFT is an online-to-offline initiative combining NFT identification and real-life perk redemption as a win-win approach to enhance customer engagement and loyalty while drawing in footfall, sales and repeat customers. This NFT project is not a one-off event; rather, we aim to develop a long-term engagement with all NFT owners. tmtplaza will continue to grow this beauty-dedicated community, sustained via real-life membership offers and privileges and promoted through regular beauty campaigns,” she said.

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