CapitaLand Investment clinches two wins at Retail Asia Awards 2025

The company won the Integrated Campaign of the Year - Singapore and the Marketing Team of the Year - Singapore categories.

Global real asset manager CapitaLand Investment brought home two wins at the prestigious Retail Asia Awards 2025 for offering fresh and innovative activations for its shoppers through three immersive “retail-tainment” experiences.

Amongst these experiences is the Balloon Shower spectacles , which aimed to delight shoppers whilst ensuring the key messaging about igniting joy and strategic brand alignment with Disney Pixar’s Puffy Happiness shone through.

The balloon showers focussed on creating emotionally resonant experiences that aligned with CapitaLand’s vision of delivering joyful lifestyle experiences. By centering the Balloon Shower around playfulness using Disney characters, the campaign effectively connected with both young families and nostalgic Disney fans.

The immersive, Instagram-worthy activation catered to the digital habits of tech-savvy shoppers, enhancing shareability and brand engagement. Integration of CapitaStar reward codes seamlessly linked the experience with the loyalty programme, driving app usage and reinforcing brand loyalty.

Meanwhile, CapitaLand’s CapitaVerse campaign redefines the retail landscape by blending physical and digital worlds to deliver innovative “retail-tainment,” allowing audiences to participate in gameplay to discover brand stories through shophouses designed to represent each brand partner whilst engaging players in game quests that allow them to collect exclusive virtual wearables and win real-world deals and rewards.

CapitaVerse saw more than 312,000 unique players visiting, with over 462,000 gameplays. More than 138,000 attendance badges were also claimed, which entitled players to real-world privileges at CapitaLand malls. The campaign successfully achieved strong social media performance with 29.2 million impressions, 27.2 million reach and 1.2 million video views with 630,000 engagements.

Amongst the main highlights of CapitaLand’s activities was the Carnival of Festive Cheer, which was launched in partnership with Nestlé, a brand synonymous with aromatic coffee and delightful chocolates. The campaign delighted shoppers with an immersive sensory experience that deepened brand exploration and engagement.

17 CapitaLand malls were transformed into a dazzling chocolate and coffee carnival-themed wonderland, offering unparalleled rich, multisensory “retail-tainment” experiences. A diverse array of magical and flavourful activations were also offered to shoppers, where they got to enjoy festive concoctions at tasting booths and participate in interactive workshops, play exciting carnival games, and visit exclusive pop-ups, amongst others.

Carnival theme was brought to life with games that included KITKAT® Break Toss, NESCAFÉ® Dolce Gusto® Guess the Number of Capsules, Nespresso Plinko, and NESCAFÉ® Ring Toss. Kaleidoscope of Wonder also provided “insta-worthy” photo moments. Thousands of shoppers were thrilled with surprises from CapitaLand and KITKAT® during the festivities with over four million STAR$® rewards and 4,000 KITKAT® Chunky bars given away by Santa and his playful elves.

The magnitude and variety of the campaign were unmatched, consistently generating excitement and buzz and sustaining PR talkability over the campaign period. The combined PR value of all three campaigns was at SG$17.9m.

Specifically, the Carnival of Festive Cheer was successful in achieving PR value of SG$11.9m with more than 1,000 media mentions. The digital and social outreach of the campaign also performed exceptionally well, with over 22.6 million impressions and a 65% increase in microsite web traffic compared to the previous year.

The shopper traffic at the mall activations in Plaza Singapura and Bugis+ also saw +8% and +20% YoY increment. Coffee workshops were fully redeemed with 100% attendance. There were also more than 64,900 carnival game interactions.

For the success of the three campaigns, CapitaLand Investment clinched the Marketing Team of the Year - Singapore category win. The Carnival of Festive Cheer was also recognised as the Integrated Campaign of the Year - Singapore in the awards programme.

Retail Asia Awards recognises outstanding achievements, innovations, and excellence within the retail industry across the Asia-Pacific region.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].