Llamas welcome Malaysians back to their malls with new Ikano Centres campaign via TBWA\KL
Ikano Centres, part of Ikano Retail, are welcoming Malaysians back to their malls after the easing of extensive movement control orders (MCO) with a heart-warming campaign via TBWA\KL, which plays off the warm phrase ‘lama tak jumpa’; a greeting commonly used when there has been a very long absence between catch ups.
The campaign, went live on November 1, featuring a herd of charismatic and incredibly social Llama influencers who’s individual personalities radiate warmth and confidence.
Natasha Aziz, head of customer experience and digital, Ikano Centres, said: “We have certainly missed our visitors. After such a long time, it feels so right to be welcoming them back with ‘Iama tak jumpa’. ‘Lama tak jumpa’ oozes warmth, excitement, and optimism as we move ahead. We are looking forward to safely welcoming back our communities to our shopping centres as restrictions start to ease.”
Each Llama represents one of the four Malaysian Ikano Centres’ malls dotted across the country:
LIPPIE, the IPC Shopping Centre llama is your fun, friendly suka jalan-jalan cari makan llama with her Cria always by her side. Her high energy, super social personality is contagious as she generates a buzz wherever she goes, perfectly reflecting the favourite neighbourhood mall with family friendly offerings. You’ll find LIPPIE at the centre of the action in her activewear, which aside from ease of movement, her activewear allows for that little extra wiggle room to enjoy the vast offerings of makan.
At the heart of our bustling city-centre, MyTOWN Shopping Centre says hello to LLAMY who is always on trend and incredibly stylish. LLAMY can be found with her bestie Goosey, MyTOWN’s iconic mascot.
While in Johor Bahru you’ll find TIA at Toppen Shopping Centre; the happening mall with a rooftop community space and skatepark. TIA is your active, skate-board riding llama that’s always up for fun. She’s also the youngest of the llama herd and hails all the way from Johor.
While our artsy, stylo, graffiti-spraying BEEKA llama, with her colourful hair and carefree overalls immerses herself in the world of arts and culture at Ikano Centre’s offering in Batu Kawan, Penang. Her vibrant colourful personality is always shining bright.
The campaign draws on experiences visitors had forgotten they were missing at Ikano Centres’ shopping centres; touching, tasting, feeling, smelling, from the thrill of trying on new clothes, playing with gadgets to the smell and taste of cinema popcorn, and the general overall buzz of an environment filled with people once again.
With the help of the vibrant herd of Llama’s these memories and sensory experiences have been captured in eye-catching social media content, in addition to an animated music video with a quirky fun ‘Llama tak jumpa song’. Shoppers will also have the opportunity to collect the herd of vibrant Llama influencers during their shopping experiences.
Yee Hui Tsin, Chief Executive Officer, TBWA\Malaysia, said: The changing face of retail and shifts in consumer behaviour has been extraordinary. However, retail remains the anchor of the Malaysia economy, evidenced by a distinct parallel between the strength of the economy and how well retail is fairing.
“Our partnership with the Ikano Centre’s portfolio of malls in Malaysia is an exciting challenge as we work to ensure efforts are capturing a sense of freedom of movement and excitement, while also helping Malaysia’s assimilate into a “normal” endemic lifestyle.
Aziz said: “TBWA’s insight to our re-opening was spot on; they aptly captured the emotion around everything people were missing from visiting our shopping centres; the sounds, smells and shared experiences and how together we can create endless possibilities for when people come together.”
Ikano Centres is part of Ikano Retail, operating IKEA stores and shopping centres across Southeast Asia and Mexico. TBWA\Malaysia was awarded the business after a competitive pitch in August. TBWA\Singapore manages the IKEA brand across Singapore and Malaysia.
Credits
Title: Llama Tak Jumpa
Brand: IKANO (Ikano Handel Sdn Bhd)
Agency: TBWA KL
Chief Executive Officer: Yee Hui Tsin
Chief Creative Officer: Gigi Lee
Creative Director: Fazlee Sabbaruddin
Creative Group Head: Kharlal Nisha
Character Design: Olivia Ariferiani
Art Director: Faridz Husaini
Graphic Designer : Iskandar Zulkplee
Jr. Graphic Designer: Dania Aslan
Senior Copywriter: Kharlal Nisha
Jr. Copywriter: Mika Chen
Senior AV Producer: Fabian Lum
Senior Brand Director: Zachery Inri
Brand Director: Rachel Haw
Brand Manager: Cassandre Nicole Narcis
Animation by Two People Studio
Creative Director: Rong
Producer: Aster Tan
Illustrators: Rong, Elaine How
Animators: Rong, Elaine How, Noah Soon
Sound by Fuse Asia
Sound Engineers: Calvin Ho, Jony Maddkidz, Jessica Chong
Producer: Luqman Faidzan
Music Producer: Irena Taib
Lead Creative: OJ Law
Vocalist/Voice Over: Charlotte Felix
