Pavilion KL celebrates victory at Best Experiential Marketing Awards!

Malaysia’s premier shopping destination, Pavilion Kuala Lumpur, celebrated a roaring win at this year’s Malaysia Shopping Malls Association (PPK) Best Experiential Marketing Awards, taking home the top honour for their ‘3D Tigers Roar’ campaign in conjunction with their 2022 ‘Blooms of Prosperity’ Chinese New Year campaign that celebrated the Year of the Tiger. 

Pavilion KL was declared as the Platinum Winner for Category C – malls with a nett lettable area of 1,000,000 square feet and above – at the Awards Gala Dinner held at One World Hotel on Thursday, 27 October. 

The award-winning campaign harnessed the strength of the tiger to create a roaringly experiential 3D animation experience in the heart of Bukit Bintang. 

Riding off the viral success of the mall’s 3D golden bull campaign the year before, Pavilion KL was determined to go above and beyond with not just one, but seven 3D Tiger animations in conjunction with Chinese New Year with contributions from partners Maybank, Tiger Beer, Samsung, Onitsuka Tiger, Coca-Cola, and Dior. 

The animations not only showcase the power and energy of the tiger, but also set the tone for the mall’s wider festive campaign with experiential on-ground activations, spectacular decorations, and unique pop-up stalls to make it a memorable and immersive Chinese New Year celebration for all shoppers. 

Since opening its doors to shoppers in 2007, Pavilion KL has received 51 local and international accolades to date, including the Platinum Award at the Malaysia Tourism Quality Assurance (MyTQA) Program earlier this year. 

Organised by the Malaysia Shopping Malls Association, the Best Experiential Marketing Awards recognises the nation’s most innovative shopping centres for outstanding achievement in experiential marketing. 

This year’s Awards accepted submissions based on the malls’ marketing programs held from 1 January 2020 to 31 July 2022. 

A total of 58 entries from 27 shopping malls were shortlisted to 30 finalists, with three winners in each category (Platinum, Gold and Silver), as well as a Judges’ Choice Award. 

Marketing Director of Pavilion Kuala Lumpur Kung Suan Ai (centre) receiving the Platinum Award from Deputy Caretaker Minister of the Ministry of Trade and Consumer Affairs Datuk Rosso Warsey (left) and Malaysia Shopping Malls Association President Tan Sri Teo Chiang Kok (right).

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


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