The heart of Melawati
The first ‘ground up’ property for CapitaLand in Malaysia, Melawati Mall is a substantial retail development with 8 levels of retail, 250 retailers and 5 levels of parking. A joint venture with the Sime Darby Group, launched in 2017 as ‘The heart of Melawati’, it was Brandcourage’s mandate to bring this property to the marketplace, firstly to attract the interest of relevant retailers and secondly to the local KL catchment.
Melawati Mall was positioned as the ‘heart beat’ of the local community – this was an emotional campaign that drew on the heart strings of the people that live, work and play in Taman Melawati, and conveyed that it was to be a place that should be community focused; that they considered important, a shared space that was safe, modern and a placed that played a multi-functional role in their neighbourhood.
The approach while being colourful, current and community-centric, was also to reflect the offer as an integrated experience that was to be unique for this location.