- Strengthen its “Best Interactive Lifestyle Shopping Complex in Bangkok” position with the largest ever exhibition of a wide variety of robots from all over Asia – first time in Thailand!
- Meet with Actroid Der 3, the most humanoid & most beautiful robot first seen in public at the opening of CentralPlaza Chaengwattana
- Use synergy strategy – join force with alliances including Central Department Store, Tops Marketplace, B2S, Power Buy, SuperSports, Office Depot, SF Cinema, Fitness First to offer best value promotions for customers
Central Pattana (Public) Company Limited, or CPN, the leading retail property developer in Thailand, joined its business alliances; Central Department Store, Tops Marketplace, B2S, Power Buy, SuperSports, Office Depot, SF Cinema, and Fitness First, to hold a press conference announcing their readiness for the Central Plaza Chaengwattana, “The Best Interactive Lifestyle Shopping Complex in Bangkok” on 27 November. The launch of CentralPlaza Chaengwattana coupled with its “first happening in Thailand” launching events under the theme “Imaginations Come Alive” will help stimulate spending at the end of the year. Khun Wallaya Chirathivat, CPN’s Executive Vice President - Business Development & Construction Management, said, “We think the timing is very good for the grand opening of Central Chaengwattana on 27 November because it’s the time when people want to celebrate. We would like to make this launch event as a gift for Thai people. Our customers can enjoy the interactive features at our new shopping centre and have fun with our creative events. We plan this big event to create a mood for spending at the end of the year. All of our allies are giving their full promotion and they have prepared some exciting promotions especially for this event.”
She continued, “This year there have been several negative factors, such as oil prices and the political situation, that have had a direct effect on consumer spending. However, CPN’s performance is still up to target. In today’s society people are attached to shopping malls as the ‘Third Place’ that is important in their lives. Shopping malls are meeting places, community centers and places where people go to get updated on the latest news and trends. They can do many activities there besides just shopping. CPN’s intention is to give a ‘Rewarding Experience’ to our customers. We work hard to find the right shops and products to match our customers’ lifestyle. We join our allies to plan special events and promotions all year long so that people will have a good reason to come to our shopping centers all the time.”
Shoppers will certainly be excited about CentralPlaza Chaengwattana because it will be “The Best Interactive Lifestyle Complex in Bangkok” and the largest and most modern shopping center in upper Bangkok. It has a selling point that differentiates it from other shopping centers because it has the best and the most in many categories. It has a complete range of options for shoppers with more than 300 vendors of different sorts. It is a center for finding famous brand name goods and services. The design is modern and cosmopolitan. The 7.5-m LED Light Box in front of the complex is the longest one in Southeast Asia and it is the first one in Thailand with a computer-controlled interactive feature that lets it change shape in a variety of ways.
As for marketing strategy, Dr. Nattakit Tangpoonsinthana, Executive Vice President for Marketing, said, “We are pouring over 200 million baht into this launch event. The main focus is to present new innovations to create the “First Happening in Thailand” so that more people will be interested and will come to see. For the first day of the grand opening we have some extraordinary entertainment planned, including a full-scale light and sound show with the main aim of creating an emotional connection with our customers. I am sure this event will be the talk of the town. Everyone who sees it will surely be impressed. The theme of all our marketing communications is ‘Imaginations Come Alive at CentralPlaza Chaengwattana’.”
Since CentralPlaza Chaengwattana is set as “The Best Interactive Lifestyle Shopping Complex,” the communication to the target customer groups will emphasize Digital Hi-tech, Creative Imagination and Play Interact. A show of interesting new robots, which is a first for Thailand, will be one of the highlights of the CentralPlaza Chaengwattana grand opening. The theme of the marketing activities will be Bringing Robots to be Alive!
Dr. Nattakit added, “We began publicizing this since September so that we could create awareness and expectations among our target customer groups. We put up the billboards that say ‘You’ll be jealous of people who live in Chaengwattana’ all around town. We made T-shirts with the same slogan and had our team wear them to create a buzz. We have the LED Van Troop to show off Transformer robots from the US as well as some Thai-made Transformers to create excitement at various spots around the city. We employed interactive media as a teaser. We set up the ‘Find my Benny’ game at www.findmybenny.com, where customers can play a game to try to win prizes. Customers have to join in teams and register for the game; then they are given an assignment where they have to look for clues. If they can do it, they upload their solutions to get a chance to play in the finals. The final answer will only be announced on 27 November at CentralPlaza Chaengwattana.”
As for the grand opening event, Dr. Nattakit said, “We have prepared three months full of fun activities and promotions. On the launch day customers will be surprised with a light and sound show that is a First Happening in Thailand. People will also be thrilled with all the robots on display from all over Asia in the Interactive Robot Landmark and demonstration of the first LED robot in Thailand, which is over 9 meters tall. It can even communicate in real time. There will also be the Robo Bar, a bartender robot that can really mix drinks, Pleo, the most pet-like dinosaur robot in the world, and Thai dancer robots, of which there are only 2 prototypes in the world. In short, it will be the largest robot show ever to take place in Thailand. The star of the show will be the very latest version of Actroid Der 3 from Japan, which has been described as the most human-like robot on earth. It will make its first appearance in the world at CentralPlaza Chaengwattana.”
CentralPlaza Chaengwattana also joined the Ministry of Science and Technology to organize the BIT: Bangkok Interactive Technology exhibition, showcasing the latest work of Thai researchers. Also on display will be new technological innovations from some of the leading corporations of the world, such as Toyota Motors’ Toyota-i-unit—the safest personal robot in the world; Panasonic’s 103" Plasma TV—the largest in the world; and the Interactive Playground, a first for Thailand. Shoppers will be able to learn about all the latest technological gadgets and see an enchanting Light Fountain Show made with more than 24 moving lights, another first for Thailand. Fashion aficionados will not want to miss “The Futuristic Fashion Experiment”—a fashion show on a 3D catwalk decorated with the most LED lights ever used in Thailand, as well as a 15-m vertical fashion show—the tallest ever in Thailand. Besides this, music fans will be able to enjoy innovative digital live performances of some of their favorite stars in concert!
Dr. Nattakit added, “we are sure that this grand opening event will be the Talk of the Town that will attract many shoppers to catch some of the excitement. The managers are planning many more interesting campaigns and activities and using fresh new marketing ideas to match the lifestyle choices of their target customers. All kinds of sales promotions will be going on continuously from the grand opening through until Christmas, New Years and Chinese New Years.”
Don’t miss the First Happening in Thailand—the launch of CentralPlaza Chaengwattana on 27 November!
For more information, please contact CPN Public Relations Department:
Tel. 0-2667-5555 Preeti Prapandvidya ext 4306, Sirirat Wacharuglert ext 4101
Fax. 02 264-5575 Email:
[email protected] Website: www.cpn.co.th
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