At the start of Father’s Day weekend last Friday at the SM Mall of Asia, mallgoers were treated to an exciting new activity at the mall’s Atrium. The event space was transformed into “Chevy Central,” an interactive exhibit of some of the latest vehicles offered by Chevrolet, where dads and their kids, shoppers and other SM Mall of Asia customers could find out more about Chevy’s offerings through some very unique experiences.
This special event brings together SM Supermalls with Chevrolet Philippines, the second partnership in the retail giant’s “Home of Global Brands” initiative. “This initiative is where we partner with some of the biggest brands in the world,” says Joaquin San Agustin, SM Supermalls’ Senior Vice President for Marketing. “We wanted to create events and activations with these partners that will create a differentiated experience for our customers. Every month until December, our customers can expect something fun and unique. This month we are very fortunate to do this with Chevrolet.”
“It’s a car exhibit that features our latest cars,”says Lyn Buena, Chevrolet Philippines’ Senior Vice President for Marketing. “We’ve got six of our latest cars, including the Chevrolet Trailblazer, the Mighty Trailblazer, the Colorado, the Spark and our newcomer the Sail. And alongside them are two of our most iconic cars, the Chevrolet Corvette and the Chevrolet Camaro.”
“Car displays are very attractive, particularly for fathers and Father’s Day is just around the corner,” says San Agustin. “So it’s really perfect timing to kick this off now.”
The show promises to be a family affair, says Buena. “You have the VR experience with the Spark where you’re taken on a virtual road trip. The Sail actually has a built-in karaoke with a wireless mic so you can sing. Then we have the Chevrolet Connection Center, which walks you through the features of our cars, including the Chevrolet Colorado, its capabilities like hill descent control and its many safety suites. You will see and feel all that from the comfort of the Atrium. This booth will travel twenty times to twenty different SM Malls, and will always include games, tattoos, balloons, even Bumblebee. It’s really a family thing where you have something for the dads, the moms and the kids.”
The Home of Global Brands program was started last May with SM Supermall’s first initiative partner, the Korean consumer electronics giant LG. Chevrolet marks the second, but the rest remain a secret and will be “a delightful surprise,” says San Agustin. “We deeply feel that it is our privilege and responsibility that we provide our customers with an experience like no other mall can provide.” INQUIRER.net/Karlo Samson
advt.
