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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
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