TBWA takes 'blockbuster' approach to VivoCity ads

Singapore's largest mall is hoping its positioning as the ultimate entertainment destination will help it rise above the fierce competition that characterises the country's shopping centre sector.

VivoCity's new TBWA-developed launch campaign is positioning the mall as a blockbuster movie, using staff and customers as the stars of the show, along with the tagline 'Where entertainment comes alive'. Outdoor and print work feature 10 types of staff and customers found at VivoCity, in movie-style posters. For example, 'Gourmando' introduces the mall's F&B offerings. Similarly, fashionista 'Stiletto', who 'loves to shop' is used for the more than 100 fashion boutiques situated at VivoCity.

"When TBWA presented the entertainment concept and the blockbuster treatment of the creative to us, we loved it. It was different from what you would normally expect of a mall," said Shae Hung Yee, corporate communications VP at VivoCity developer Mapletree Investments.

"VivoCity is not positioned as a mall, but a destination place, where people can come and have fun and be entertained whether they are shopping, dining or just plain relaxing."

The launch campaign included a teaser component featuring five of the VivoCity characters — Usher, Logo, Vogue, Flash and Gourmando. A 30-second 'Blockbuster' TVC has also rolled out, which positions the launch as a movie trailer, and introduces the various attractions on offer at the mall.

"The positioning — entertainment — perfectly sums up what VivoCity stands for and offers," explained TBWA regional account director Frances Kong. "It is broad enough to encompass all of the different tenant-types; robust enough to be highly campaignable and deliverable in many different ways; widely understood and can work at different levels to target different consumer groups."

VivoCity is part of Mapletree's new Harbourfront Precinct development, which spans 24 hectares along Singapore's Southern waterfront.