In Singapore’s highly competitive retail landscape, shoppers are inundated with choices especially during the festive season. SingPost Centre needed a way to cut through the noise and deliver a memorable, engaging experience that would both delight visitors and drive real shopper engagement.
The goal: create an innovative campaign in partnership with KITKAT that would turn foot traffic into lasting emotional connection.
We reimagined what a mall activation could look like by translating KITKAT’s iconic “Have a break” tagline into a festive, story-driven adventure.
By blending physical installations with cutting-edge Augmented Reality, we designed a shopper journey that was immersive, interactive, and emotionally resonant, encouraging mallgoers to take a break from the bustle of the season and step into a magical world.
Activate: To kick off the experience, we brought the festive world to life through a multi-sensory setup. At the heart of the campaign was the KITKAT Kabin, a life-sized Christmas cabin built as a visual centrepiece, inspired by KITKAT’s holiday packaging. Inside, shoppers were immersed in a heartwarming projection-mapped story, transporting them from a cozy living room to a snowy AR village.
As part of the gamified experience, visitors activated the Augmented Reality treasure hunt, collecting power-ups, maps, and clues using their smartphones, which transformed everyday mall spaces into an enchanted quest.
Capture: We designed the campaign to capture valuable shopper insights while keeping the experience seamless. Participants were required to spend a minimum of $50 to join, driving immediate retail uplift.
Upon registration, shoppers entered their PII data (Name, Mobile, Email) and promo codes, unlocking access to the AR journey.
Along the way, the system tracked interaction points, such as in-game behavior, time spent in each zone, and game completion, which provided a wealth of actionable data for future engagement and remarketing efforts.
Engage: Engagement peaked during the Golden Key Hunt, the final chapter of the campaign. Shoppers who completed the treasure hunt unlocked a mystery map that led them into the mall’s garden to search for hidden golden keys.
This interactive finale brought participants full circle, physically moving through the space to solve clues and claim exclusive rewards. The game mechanics, collecting virtual items, earning STAR$®, and chasing hidden keys, kept shoppers deeply engaged, reinforcing emotional connection and encouraging repeat visits.
To amplify reach and drive deeper engagement, the campaign was powered by GrowthDesk Studios, SKALE’s in-house creative and digital marketing agency. From concept to conversion, GrowthDesk delivered end-to-end execution: campaign creatives, targeted media, and a 360-marketing strategy.
