The Exchange TRX aims to be the social heart of KL in new campaign

Kuala Lumpur’s newly opened Tun Razak Exchange (The Exchange TRX) has launched an extensive campaign that aims to position the mall as a fusion between a premium retail destination and avant-garde lifestyle space to cut through the competitive retail landscape in the city.

Titled, “Where ordinary becomes extraordinary”, the campaign was done by sister agencies under the Foetus Group with Naga DDB Tribal as the creative agency, Ampersand Advisory as the media agency and Milk PR handling the communications. The three agencies also worked together with The Exchange TRX's real estate developer, Lendlease.

Don't miss: Nando’s MY talks business to celebrate new outlet at The Exchange TRX

The campaign aims to showcase The Exchange TRX as an intersection of local and global cultures and spans newspaper, magazine, radio, OOH and DOOH assets to name a few. To further raise awareness of the mall’s positioning, a three-storey flat iron screen within The Exchange TRX will be utilised in the campaign as well.

“There are over 170 malls in the Klang Valley, and the burning question always is “why will consumers visit yet another mall?”, said Sandeep Joseph, CEO and co-founder of Ampersand Advisory.

“With a limited budget we focused on high reach media, a focused effort and also on driving FOMO. The massive crowds are testament to the fact that we have succeeded,” he also said.

When asked how the campaign aims to differentiate The Exchange TRX from other malls in the area, Joseph explained that The Exchange TRX provides unique stores not seen anywhere else in the country such as Malaysia’s first Japanese luxury department store, Seibu.

Indeed, The Exchange TRX has reportedly brought in many brands who opened their first Malaysian stores such as Café Kitsune and South Korean eyewear label Gentle Monster, according to media reports.

"These days, people expect physical retail to offer something extraordinary: a transformative space with the power to elevate individuals into refined versions of themselves. More than just a place to go, people seek places to grow,” added Alvin Teoh, chief creative officer at Naga DDB Tribal.

As businesses vie for a piece of The Exchange TRX’s foot traffic, Nando’s Malaysia recently used business lingo to inject fun into its latest campaign which was launched to celebrate the opening of its store at The Exchange TRX.

Done in conjunction with Chariot Agency, the ‘Nando’s Talks Business’ campaign is a cheeky take on the metaphors and turns of phrases one would find in an office email rather than during lunch.

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