“Positioned as ‘Live out loud’, the communications campaign needed to differentiate the destination in a unique and sustainable way.”
The old Sungei Wang Plaza was one of the first retail malls in the Bukit Bintang area. Over the decades, it had lost its appeal with KL shoppers, who had migrated to the bigger and more modern malls in the same vicinity. Acquired as a distressed asset by CapitaLand, there was an opportunity to reposition the mall through the repurposing of the space left by the vacating anchor tenant — some 300,000 square foot of space across four floors. The brief was to name, identify and promote this “new” space and in doing so, start the process of transformation for all the mall.
Working closely with the CapitaLand team, Brandcourage came up with the new name — Jumpa — that translated in Malay to “Meet Up” (even the logo looked deliberately like a smile) which mean the criteria of attracting a younger and more trendy audience back to the mall. This was done in conjunction with a full retrofit of both the space and the exterior, transforming an eyesore into the perfect place for niche retail and F&B to create an entirely new experience — the communications line “Live Out Loud” was aimed to build a youthful and vibrant ambience to the campaign.