Organizing Activation in Shopping Malls: Services and Pricing

Organizing activation in shopping malls helps brands reach and directly interact with a massive group of potential customers with high and diverse shopping needs. Therefore, running activation in shopping malls not only enhances and elevates brand awareness but also has the ability to impact a company’s revenue when implemented effectively.

1. Why organize activation in shopping malls?

Shopping malls have long been known as one of the best locations for communication and advertising. Especially when you want to hold activations, events, or engagement programs, shopping malls prove to be an undeniably right choice.

Organizing activation in shopping malls means deploying activities that directly interact with customers, connecting and creating closer relationships with the brand. When organizing activation in shopping malls, there are the following advantages and benefits:

Impressive, luxurious event spaces

All shopping malls nationwide are built on a large scale, modern and luxurious. In particular, inside the shopping malls there are many spacious lobby areas – places with heavy foot traffic or where customers often rest before continuing their shopping. These are prime locations to organize activation in shopping malls.

Furthermore, shopping malls themselves are located in densely populated areas, on major roads, making them convenient for customers to visit for shopping and entertainment. As a result, running activation in malls attracts even more customers.

A concentration of a huge customer base

Shopping malls serve large numbers of customers every day—from thousands to even tens of thousands of visitors during peak weekends or holidays. All of these can become your brand’s potential customers when activation is organized in shopping malls. These customers are not only numerous but also diverse in age, gender, occupation, interests, and income levels.

Golden hours for running activation in malls

Most customers visiting shopping malls already prepare time and are in the mood for shopping and experiencing activities. Therefore, when running activation in shopping malls, brands can take advantage of this time to attract and invite customers to experience and interact with the brand. With a relaxed mindset, customers tend to have a better impression of your brand.

Suitable for many types of brands

As mentioned, the customer base with spending and shopping needs in malls is extremely diverse. Therefore, many brands can organize activation in shopping malls—from food and beverage brands to cosmetics, insurance, banking, education, healthcare, home appliances… Especially for high-end brands, shopping malls are an even more suitable choice for activation.

2. What are the activation formats in shopping malls?

Activation in shopping malls is mainly implemented through setting up advertising booths and displays. At these booths or in the event area, PGs (promotion girls) or PBs (promotion boys) are present to support and interact with customers. Depending on each brand’s objectives, activation formats in malls can vary. The most popular include:

• Allowing customers to experience and try products on-site (massage chairs, vacuum cleaners, food samples, etc.)

• Distributing sampling products (instant coffee, shampoo, cosmetics, etc.)

• Organizing games, gift-giving, and promotions to attract consumers

At these booths, in addition to being prominently decorated, there can also be sound systems, TVs to support activations. Not only do they provide information about products and services, but PGs and PBs can also collect customer data for later remarketing campaigns.

3. Pricing for activation in shopping malls

The cost of organizing activation in shopping malls is relatively higher compared to other activation venues, mainly due to venue rental fees. However, considering the format and the volume of potential customers that can be reached, the investment is completely worth it.

As with general activation pricing, the cost of running activation in malls varies depending on the specific location, scale, deployment method, accompanying staff, etc. In short, the pricing for activation in shopping malls needs to be based on detailed information and requirements from each business to produce the most accurate estimate.

If you need consultation or a quick quotation for activation in shopping malls, please contact Sixth Sense Media directly for support via Hotline: 0934 519 516.

4. Run activation more effectively with all‑inclusive services from Sixth Sense Media

Organizing activation in shopping malls not only incurs higher costs but also involves permits, schedules, and a professional process that must meet strict management conditions set by the mall’s management board. Therefore, brands need to look for reputable and experienced organizers in this field. And Sixth Sense Media is confident to be the best name for you!

Sixth Sense Media has over 14 years of experience in event organization and out‑of‑home advertising. We have implemented many activation projects in shopping malls for brands such as Điện Quang, Toppo, British Council,… All of them were large-scale projects, organized simultaneously in multiple malls.

We offer an all‑inclusive activation service in shopping malls, taking full responsibility from planning, staffing, production, implementation, and operation. Each project comes with specific KPIs and cost optimization right from the start for businesses!

Sixth Sense Media JSC

Hanoi Office:
3rd Floor, No. 6 Nguyen Cong Tru Street, Hai Ba Trung, Hanoi
Tel: (0243) 237 3692
Hotline: 0982 513 898

Ho Chi Minh City Office:
459 Su Van Hanh Street, Ward 12, District 10, Ho Chi Minh City
Tel: (08) 88 589 489
Hotline: 0934 519 516

Email: contact@ssm.vn