- Co-creating with 'Painterbell', world-renowned young Thai artist to create more than experience by offering 'Immersive & Meaningful Moments' on online & offline platforms with landmark decoration throughout shopping centers, Mascot Roadshow as well as 'LINE Stickers' free downloads available from 17 November 2020; More than 1,000 events customized to target groups such as Gen Z and Young Old
- Targeting 'best deal hunters' seeking for the best valuable deals and promotions at the very first step of customer journey from going out; also joining hands with 'The 1' and Central Group's Dolfin Wallet application with exclusive privileges to enhance the 'cashless experience' nationwide.
- Welcoming the end of year with the BIG 4 SALE EVENTS including BLACK FRIDAY (27-29 November 2020), 12.12 Campaign (3-13 December 2020), BOXING WEEK (24-27 December 2020), FINAL CALL (4-10 January 2021) and GIFTMAS MARKET, where you can discover over 1,000 creative gifts and items and enjoy 'Shop Dee Mee Kuen', the government's tax deduction scheme with tax rebate amounts of up to 10,500 baht.
Central Pattana Plc., the operator of a total of 33 branches of centralwOrld, CentralPlaza, CentralFestival, Central Phuket, and Central Village, is joining hands with 13 business partners: App Dolfin Wallet , Grab, The 1 Credit Card, AEON, Bangkok Bank, Citibank, GSB, Kbank, Krungsri Credit Card, KTC, SCB, TMB Tbank and Mastercard to invest 400 million baht to organize 'The Magical Lights 2021' campaign highlighting its strength as 'Thailand's No.1 Center of Celebration' for consumers nationwide.
To complete 'Immersive & Meaningful Moments' on online & offline platforms, Central Pattana is partnering with a new-generation world-renowned Thai artist 'Painterbell', who has created Christmas characters that are adapted to Christmas landmarks across the shopping centers, Mascot Roadshow, and a special limited collection of LINE Stickers available for free download via LINE: 'CENTRAL LIFE'. Central Pattana will fully participate with its promotions and offers aiming to fulfil the needs of the new generation of customers and 'best deal hunters' to satisfy them throughout their shopping journey. It also joins hands with 'Tech Company' like 'The 1' and Dolfin Wallet application, offering a more convenient and safer payment experience that also includes discounts and privileges - simply scan, and there is no need to carry cash or credit cards. Ending this year with BIG 4 SALE EVENTS start from November 2020 to January 2021. It is expected that the campaign will help increase customer traffic by 20%.
Dr. Nattakit Tangpoonsinthana, Executive Vice President of Marketing of Central Pattana Plc., said: "The Covid-19 situation led to an economic slowdown in the first half of the year. After an easing of the lockdown in the second quarter, Central Pattana as a part of the private sector has responded to the government's policy to stimulate the economy and to help continuously support entrepreneurs. In the third quarter, consumer spending figures showed an improvement and during the final curve before the year end, we want to join in and help push the economy forward and bring more festive vibes to people's lives. That's why we are injecting a marketing budget of 400 million baht to offer promotions and to organize over 1,000 events nationwide throughout a period of three months in November and December 2020, and January 2021. To help spur the shopping mood and the spending vibes, we have started with the largest campaign of the year which is 'The Magical Lights 2021'. The main customer targets are Thais with spending power focusing on our strength of being 'Thailand's No.1 Center of Celebration'. The campaign also targets 'best deal hunters' by enhancing the shopping experience and meet the needs of younger consumers who always seek for the best valuable deals and promotions through every touchpoint. The campaign offers through three main strategies:
Strategy 1: Create more than experience by focusing on 'Immersive & Meaningful Moments' on online & offline platforms - co-creating with world-renowned Thai artist 'Painterbell'
- Joining hands with 'Painterbell' (Bell-Seatapron Korwanichakul), a passionate illustrator with a unique style, who make five characters come to life including Santa Claus Nicholas, Snowy Snowman, Jingle the Reindeer and the latest members such as John and Lulu, which will help create festive vibes and bring happiness back to the Thai people.
- Seamless integration through 'Decoration-Activation-Application', where everyone can enjoy the campaign stories more than ever. Do not miss 5 photogenic Christmas Landmarks: The Tree Tunnel of Wonders, The Star Ribbons, The Garden of Star Flake, The Starring Sky Waterfall, and The Wishing Walkway. Further to the work of Painterbell, we are creating the 'Mascot Road Show' across the country to ensure that customers can enjoy impressive moments and photo opportunities together with LINE stickers under the theme of 'The Magical Lights 2021' (available for free download on 17 November 2020 by simply connecting LINE 'CENTRAL LIFE' and 'The 1' application).
- Focusing on Customer Centric, creating gift festivals at every branch nationwide offering valuable deals as a gift to yourself, beloved ones or for the lucky draw occasion. Join GIFTMAS MARKET - a wonderful gift festival gathering over 1,000 creative items to find a perfect gift for everyone. The choices vary from lifestyle, eco & craft, food and 'DO-IT-YOUR GIFT', a gift-wrapping station that allows you to create the perfect gift package in your own creative style at CentralFestival East Ville (23-30 November 2020), CentralPlaza Lardprao (10-16 December 2020) and CentralPlaza Grand Rama 9 (22-28 December 2020).
Strategy 2: Targeting 'Best Deal Hunters' with a model of 'Discount at Every Step' across customer journey from going out, shopping and coming back home. Also joining forces with 'Tech Company' under Central Group like 'The 1' and 'Dolfin Wallet app' which is an online wallet that offers many special privileges and discounts when customers scan and make payments through the application which help increase customer engagement and truly enhance the cashless experience. The details of 'Discount at Every Step' model are as follows:
- Step 1: Journey to Shopping - exclusively when using Grab service to and from Central shopping centers: for existing users simply add discount code CPNMAGICAL to receive 80 baht in discounts up to two times when using GrabCar Premium; for new users, simply add discount code CPNNEWYEAR to enjoy a 50%* discount (up to 40 baht) four times when using JustGrab from 14 December 2020-10 January 2021.
- Step 2: The more you scan to pay, the better. For 'The 1' members who scan and make payments through the Dolfin Wallet app during the campaign, you are entitled to:
#1 Get free credit of 100 baht in the wallet instantly when signing up for the Dolfin Wallet app: limit to 160,000 prizes in total which can be spent at participating shops in the shopping centers.
#2 Cash back on every spending: when scanning to make a payment of specified amounts, get an E-Coupon worth up to 5,000 baht in your Dolfin Wallet account to be used on your next spending (without limitations) at participating shops. The details are as follows:
- Food spending: 1,000 baht and up, get 100-baht E-Coupon
- Food and Shopping: 10,000 baht and up, get 1,000-baht E-Coupon
- Fashion shopping: 50,000 baht and up, get 2,000-baht E-Coupon
- Fashion shopping: 100,000 baht and up, get 5,000-baht E-Coupon
# 3 Chance to travel: For spending every 1,000 baht payment through the app, get a chance to win a luxury POOL VILLA stay package at the SALA PHUKET MAI KHAO BEACH RESORT for three days, two nights.
- Step 3: Shop and get your tax refund, with maximum spending of 30,000 baht, receive a tax rebate of up to 10,500 baht under the government's 'Shop Dee Mee Kuen' tax reduction scheme (depends on taxable net income) along with additional 'on-top' promotions in the shopping centers.
- Step 4: Shop more, get more - receive a free gift, voucher or 'Santa Cashback' of up to 18% from credit cards and participating partners. Exclusively from the Dolfin Wallet app: when scanning to pay 200 baht and up, get a chance to open the lucky box to receive a 200-baht cash card for your next spending (max. 10 chances/month/user).
Strategy 3: Intensive booster with Big 4 Impact Sale Events & Countdown in 8 branches nationwide - we will also continually organize events and promotional campaigns throughout a period of three months i.e. BLACK FRIDAY (27-29 Nov 2021), 12.12 Campaign (3-13 Dec 2020), BOXING WEEK (24-27 Dec 2020) and FINAL CALL (4-10 Jan 2021)."
Meanwhile, overall customer traffic at the shopping centers under Central Pattana has now returned, with more than 85% of normal levels, and for some branches in Bangkok and other provinces, customer traffic has returned to almost 100%. However, the figures exclude those located in tourist locations such as Pattaya, Samui and Phuket. These branches have been adjusted to focus more on Thai customers and expats, which has resulted in customer traffic starting to pick up.
Be dazzled by the sparkling lights of happiness in 'The Magical Lights 2021' amid the festive Christmas vibes, share happy photos with amazing characters to create happy moments with our activities and enjoy the gift market. Create your happiness though shopping and enjoy all the promotions. We are ready to elevate Thailand into a cashless shopping society and these new lights of happiness will shine and create miracles for Thai people all over the country to be bright again at Central shopping centers: centralwOrld, CentralPlaza, CentralFestival, Central Phuket, and Central Village from 16 Nov 2020 until 10 Jan 2021.