Client : Hunza Properties

Campaign : Gurney Paragon Mall launch

Breaking the Conventions of Marketing a Shopping Mall

The Challenge

How to gain traction and recognition amidst the many established malls in Penang Island?

Cogent's Strategy

GPM was positioned as the premier shopping destination. As the first mall in the region to incorporate a heritage site into its design, GPM had to be imagined differently. The image of a feather, symbolising flight (a mall soaring high) and a striking appearance was reflected on shopping, dining and heritage.

Key Takeaway

Its distinctive visuals intrigued people to find out about Gurney Paragon Mall and landed it the opportunity to host Penang Fashion Week