Agency: PHD Media, Malaysia
The Summary Statement
In 2017, IPC underwent a major redevelopment to address issues of negative perception from shoppers. Hence, behind the relaunch we were task to raise awareness of the new brand identity to but also renew IPC's affinity and engagement with the shoppers. Behind the brand relaunch and IPC's new brand identity; the strategy was to create a platform that shoppers could experience IPC even before or after they visited the shopping center, giving them more reasons to be loyal and visit IPC again and again.
Hence birthed, IPC shopping centre app – The Mood Menu. In partnership with Spotify and we leveraged an API plug-in to the IPC app and created a cool feature in our app – The Mood Menu that helps offer suggestions on where to eat based on a person's mood. The Mood Menu analyzes an individual's recent playback history to track their current mood. Then the IPC app matches food to your mood. The food recommendations are paired to the menu of the F&B outlets in IPC mall, and special promotions for those who use the app gives them further reason to go to IPC. It was a fun way to gamify and bring to life IPC's brand DNA and yet give people reasons to visit and explore IPC.