Christmas in Singapore is a magical time with hundreds of malls all vying for the attention of shoppers, putting on stunning festive displays and doing anything to entice people through their doors. But cultural traditions don’t always translate well in communities where Christmas isn’t the main religious festival and the sun is blazing outside.
Coined “the social heart of the East”, PLQ Mall plays host to a diverse community with a large Muslim population, so our challenge was to create an unforgettable festive experience that would bring shoppers to the mall and showcase Christmas in an inclusive yet authentic manner.
For the month of December, we built a varied schedule of live entertainment including acapella carollers, choreographed toy soldiers, stunning angels on stilts and of course Santa Claus himself, together with a complimentary gift-wrapping service for 1500 purchases over a value of $50. All of this was managed by our dedicated crew of 40 Brand Ambassadors who made sure thousands of PLQ Mall customers had a magical Christmas.