MANILA, PHILIPPINES — Filipinos love going to malls. You can find malls scattered throughout the country, and this is because mall-going is recognized as a beloved Filipino pastime. It’s also not just about leisure and enjoyment because malls cater to the needs of their goers as well. So when quarantine was first imposed by the government back in 2020, the way Filipinos move and interact with their surroundings drastically changed. Only essential establishments remained open to cater to the necessities of Filipinos while loitering inside malls was prohibited for months.
But the first few months of quarantine gave malls the time to prepare for the new normal so that when mall-going was finally allowed, Filipinos will be safe.
Megaworld Lifestyle Malls made sure of this, and their efforts to provide a safe space for Filipinos when it comes to mall-going can be seen in their campaign, “Safer and Happier at Megaworld Lifestyle Malls”.
The campaign advocated for the shared responsibility between mall operators and the mall-going public. It proved that mall-going can still continue for Filipinos even with the new normal caused by the COVID-19 pandemic.
The campaign was recognized internationally. At the 2021 Asia Pacific Stevie Awards, it won a Gold Stevie for Best Use of Social Media – COVID-19-related Information and a Silver Stevie under the Communications or PR Campaign of the Year – COVID-19-related Information category.
Safer and Happier also garnered major awards locally. At the 18th IABC Philippine Quill Awards, it won three Excellence Awards in the categories of Marketing, Advertising and Brand Communication, Customer Relations and Media Relations, and one Merit Award in the category of Communications for the Web. Then at the 56th Anvil Awards, it won a Silver under the category of Specialized PR Program – COVID – Related Programs with PR Tools.
According to Graham Coates, the First Vice President and Head of Megaworld Lifestyle Malls, “The Safer and Happier campaign consists of four main pillars: innovation, sanitation, key partnerships and strategic communications. In implementing the campaign, we ensured that its main thrusts and core messages are present in all customer touchpoints, whether they are in their homes using their mobile phones or shopping in our Lifestyle Malls, by providing a healthy mix of both offline and online experiences.”
Malling Amidst the Return to Stricter Quarantine Classifications
Malling is one of the few establishments that have kept the economy afloat the past few months. But today — more than a year into the COVID-19 pandemic — Metro Manila, Bulacan, Cavite, Laguna, and Rizal (also know as the “NCR plus”) are back to a stricter form of quarantine classification in the country. Because of this change, malls are treading the line of their operations.
While the guidelines set forth by the government allow malls to stay open to a select demographic of people, Megaworld still ensures that they implement strict measures to safeguard the health of each and every one of its goers.
Under the Safer and Happier initiative, Megaworld introduced pioneering innovations that include the use of state-of-the-art disinfecting chambers, thermal scanners, disinfecting robots, disinfecting cabinets, and UV-powered disinfecting machines and other technologies.
Sanitation procedures were also intensified. Megaworld has its own Sanitation Squads to guarantee that mall common areas and touchpoints are sanitized round the clock. They also partnered with personal hygiene brands like Safeguard and Green Cross to establish hand washing stations and 70% isopropyl alcohol disinfectants throughout Megamall’s Lifestyle Malls. And to make sure that their sanitation manuals are backed by medical science, Megaworld partnered with The Medical City to create them.
“Malls continue to play a central role in the lives of many Filipinos even during these challenging times,” Coates shared. “Not only do our Lifestyle Malls serve as destinations for accessing essential goods and services, but they also provide a safe haven for doing errands and shopping for basic necessities as we continue to implement the highest standards in terms of cleanliness, sanitation and preventive measures.”
The design of Megaworld’s Lifestyle Malls also helps in reducing the risk of COVID-19 infection. Because of the way their malls are designed, there are a lot of outdoor spaces that can be used for outdoor activities and alfresco dining. Megaworld took advantage of this feature to provide a space that is more conducive to social distancing.
“The pandemic has further underscored the advantages of the Megaworld township model especially in maintaining safety and security, and in ensuring business continuity and unhampered access to basic essentials,” Coates said.
Featuring the interiors and ample greenery of their malls — Uptown Bonifacio; Southwoods Mall; Venice Grand Canal at McKinley Hill; Eastwood City; Lucky Chinatown; Forbes Town; Newport Mall at Resorts World Manila; and Festive Walk Iloilo—each of the safety guidelines is shown in their video:
To ensure that their malls are only occupied for a maximum of 50% capacity, Megaworld installed digital foot traffic counters in their mall entrances and invested in heat mapping technology. They also fast-tracked the digitalization of the consumer experience to provide options for those who choose to stay at home.
“We fast-tracked the digitization of the consumer experience through the strategic use of available online technologies. We ensured that our customers are constantly updated, connected and fully served through our various channels and touchpoints including our Viber communities, delivery services, curbside pickup, the Megaworld Lifestyle Malls app and hotline, and Megan, our personal shopper service.”
Megaworld also introduced the Megaworld Lifestyle Malls hotline to better assist customers and retails partners.
It’s in these efforts that one can see that Megaworld has their retail partners’ best interests in mind. Coates shared, “It is through the Safer and Happier campaign that we aim to help our retail partners in mitigating the effects and navigating the challenges of the pandemic… Our focus is to keep their businesses afloat so more people can keep their jobs and help their families in dealing with the financial challenges of this health crisis.”
At the top of it all, consumer experience remains the core of the campaign by giving them online programs under the strategic communication pillar of the campaign. With the fingertips on a mobile phone, mall-goers can pay cashless or even find their favorites through a Viber community.
Above and beyond might as well be Megaworld’s style of service because it boosts consumer confidence no matter what they intend to do in the malls. Whether they are in a grocery run or dining at a restaurant, mall-goers are safer and happier at Megaworld Lifestyle Malls.
