Why is this work relevant for Brand Experience & Activation?

Megaworld Lifestyle Malls was able to position itself as a safe destination that addresses the functional requirements of customers and their need to be social. Devising a strategic, multi-platform approach anchored on Assurance, Assistance and Action, the Safer and Happier campaign highlighted safety innovation, digital marketing and industry partnership as the branding core. Safer and Happier was able to position Megaworld Lifestyle Malls as safe destinations for shopping, dining and essentials while building consumer confidence and inculcating a sense of responsibility and positivity among the mall-going public.

Background

Since its establishment as the retail and lifestyle development arm of Megaworld Corporation, Megaworld Lifestyle Malls has been at the forefront of the company’s endeavor of uplifting the lives of Filipinos through job generation and providing platforms for businesses to succeed. Coming off a stellar performance in 2019, Megaworld Lifestyle looked on the verge of enjoying yet another banner year in 2020. Until COVID-19 pandemic wreaked havoc. As it looked to confront the pandemic head-on, Megaworld Lifestyle Malls has been beset by the prevailing uneasiness and anxiety from the mall-going public. Megaworld Lifestyle Malls knew the only way is to negate the predominant customer resistance to the idea of going out. The company realized it has to rethink its operational and communication strategies by finding the right balance when it comes to its messaging and enterprise so as to avoid possible backlash and getting penalized by the government.

Describe the creative idea (20% of vote)

Looking to provide timely solutions that take into account existing sensitivities and balances the customer’s need for a safe and convenient shopping experience and their desire for social interaction, the company rolled out the #SaferandHappier initiative, which aims to promote Megaworld Lifestyle Malls as destinations where people can shop, dine and socialize safely, conveniently and responsibly. Safer and Happier seeks to reposition Megaworld Lifestyle Malls from mere places for buying essentials to safe destinations where one can enjoy and find happiness. By focusing strongly on the malls’ stringent safety measures, innovations and conveniences, the initiative seeks to reassure customers and boost their confidence, and effectively counterbalance the prevailing uneasiness and reservations among the mall-going public.

Describe the strategy (20% of vote)

Megaworld has 20 lifestyle malls all over the Philippines, all located at townships, an integration of residential spaces with offices and essential establishments in a secured and walkable community. Leveraging this distinction, Megaworld Lifestyle Malls considered residents and employees in its townships and as its immediate captive market for the Safer and Happier campaign It also sought to make its brand relevant to the mall-going public in the socioeconomic classes A, B, and upper C and those aged 21-60 years old, in line with government restrictions under the community quarantine. Realizing the need to earn people’s trust during the challenging and uncertain times, Megaworld Lifestyle Malls adapted a three-pronged approach. Assurance - Instilling positivity and confidence among its mall patrons Assistance - Providing timely and accessible support and alternatives Action - Bringing the mall experience to customers at home through a multi-platform approach

Describe the execution (30% of vote)

Megaworld Lifestyle Malls employed a strategic and cost-effective way to communicate and expand its reach among its target audience. Through partnerships with media entities and by fully utilizing its digital assets, the company managed to achieve its communication objectives despite its minimal budget. It partnered with various news outfits and media channels in showcasing its intensified mall safety protocols. Megaworld Lifestyle Malls also capitalized on the power of digital technology to ensure that all touchpoints are covered all throughout the consumer journey from driving awareness to going to the mall and transacting with retail partners. It engaged customers at home, provided an alternative and contactless customer experience and implemented intensified screening and crowd control. Looking to boost its capability and credibility in safety, sanitation and infection control, Megaworld Lifestyle Malls also partnered with leading healthcare, personal care and sanitation companies in the Philippines.

List the results (30% of vote)

Sales and Foot Traffic - From March 2020 to Sept. 15, 2020, total sales across Megaworld Lifestyle Malls totaled Php 11.1 billion. Total foot traffic to Megaworld Lifestyle Malls from May 16, 2020 to Sept. 15, 2020 reached 6,427,830, registering an 87% average monthly increase for the five-month period. Mall Occupancy Rate - With the campaign instilling confidence among business owners, mall occupancy increased to 85% in September 15, up from 27% in March 15. Media Values - From the reopening of malls on May 16, 2020 to Sept. 15, 2020, Megaworld Lifestyle Malls generated total media values worth Php97.2 million. The comprehensive media coverage provided the needed awareness and nationwide reach that contributed significantly in reinforcing Megaworld Lifestyle Malls positioning as safe destinations even without spending money on advertising. Audience Reach - The Safer and Happier campaign gained a 7.9M reach through social media.