Ikano Centres enlists help of llama 'influencers' to welcome consumers back to its malls

Ikano Centres, part of Ikano Retail, has fronted four llama "influencers" in its new campaign, playing off the warm phrase "lama tak jumpa" which translates to "long time no see", a greeting that that is commonly used when there has been a very long absence between catch-ups. Done in partnership with TBWA\ Malaysia, the campaign aims to welcome Malaysians back to Ikano's malls after the easing of the extensive MCO.

The campaign features a herd of charismatic and social llama influencers whose individual personalities radiate warmth and confidence. Each llama represents one of the four Malaysian Ikano Centre malls that are dotted around the country. The llamas also have different personalities and styles that represent the four malls. In the IPC shopping centre, Ikano Centres has chosen to feature LIPPIE the llama, with a high energy and contagious social personality. At the heart of the city, MyTOWN shopping centre features LLAMY the llama, who is trendy and stylish. Whereas Toppen Shopping Centre features TIA, an active, skate-board riding llama. Lastly, Ikano Centre's offering in Batu Kewan, Penang, features BEEKA the artistic llama.A+M has reached out to Ikano Centres for additional information regarding the campaign. 

"The changing face of retail and shifts in consumer behaviour has been extraordinary. However, retail remains the anchor of the Malaysian economy, evidenced by a distinct parallel between the strength of the economy and how well retail is fairing," said TBWA\ Malaysia CEO, Yee Hui Tsin. Yee added with the partnership with the Ikano Centre’s portfolio of malls in Malaysia, it was an exciting challenge as the agency worked to capture a sense of freedom of movement and excitement, while also helping Malaysia assimilate into a normal endemic lifestyle. 

Meanwhile, Ikano Centres saw some leadership changes this year in Malaysia, with the promotion of marketing manager Natasha Aziz to head of customer experience and digital (shopping centres). Aziz joined Ikano Centres in 2019 from Entropia Blanc where she was head of integrated brand experiences. Prior to that, she was with FCB Malaysia for more than five years, last helming the role of head of account management. Aziz also took on the roles of account director and senior account manager. Additionally, she previously worked at OgilvyAction, Jones Knowles Ritchie and Pi global. In these roles, Aziz handled clients such as Unilever, Mondelez, and Beiersdorf, among others. 

Separately, Ikano Retail reported a 57% in eCommerce sales for the financial year of 2021, from 1 September 2020 to 31 August 2021. Ikano also saw 39 million visits to IKEA's website in Malaysia, with online sales in the market more than double from the previous year; at RM247 million. Even amidst COVID-19, Ikano Retail CEO Christian Rojkjaer said it executed expansion plans, grew eCommerce sales and safeguarded jobs. Overall, there were 113 million visits to IKEA websites in all Ikano markets, and 864,000 online orders placed across Malaysia, Singapore, Thailand and Mexico, up 64.5% from the previous financial year.

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