Challenge

The Christmas season in Singapore’s retail scene is fiercely competitive, with brands and malls vying to capture shoppers through standout experiences. CapitaLand aimed to differentiate itself with a newsworthy, immersive activation featuring POP MART's Disney-themed toys. The challenge was to design an engaging environment that adhered to Disney’s strict guidelines while seamlessly integrating with the mall’s broader campaign and digital efforts. Our goal was to create a fresh, cohesive, and enduring experience that enhanced the narrative and position CapitaLand malls as the preferred retail and lifestyle destination.

Solution

Our strategy centered on the Enchanted Express, a 360-degree experience featuring POP MART Disney-themed toys. This immersive journey blended physical and digital elements, including a life-size music box train, animated characters, and interactive "train conductors." We integrated it with CapitaLand's digital engagement program, driving footfall and sales. The campaign also used social media contests and influencer collaborations to boost visibility, creating a memorable experience that attracted new customers and positioned CapitaLand at the forefront of innovative retail.

Execution

In eight weeks, we launched the Enchanted Express, featuring a 120-second 360-degree experience and a 16ft music box train. We meticulously remodeled POP MART Disney characters within strict IP guidelines. A specialised team was deployed to ensure a flawless, modular build across two venues. We also drove marketing efforts including "Train conductors" to engage shoppers with promotions via the CapitaStar app, plus a social media photo contest. This blend of immersive touchpoints, drove footfall and sales, creating an enchanting shopper journey.