The Mood Menu

BRONZE Data-enhanced creativity
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Agency

Bonsey Jaden Malaysia

Client

IKEA Southeast Asia

Product/Service

IPC Shopping Centre

Brief

IPC Shopping Centre revamped its entire retail experience when they pumped in RM200 million, added 104 new stores and doubled their F&B offerings. But even with the revamp, IPC Shopping Centre still had to cut through the clutter of malls. With this, we were tasked to create an experience that would increase visits and F&B spend at IPC Shopping Centre.

Solution

We drew inspiration from a study conducted in Cornell University that made a link between emotions and taste. It found that mood enhances your mealtime experience. Happy? Go for something sour. Sad? Time for dessert.

Before we could enhance the mealtime experience, we had to find out what mood one is in.

That’s when we realised the answer was in everyone’s pocket - their mobile. By tapping into one’s Spotify playlist, we were able to determine the mood based on tempo, genre, valence, skips and repeats.

By pairing the two, we created the Mood Menu. An app feature that digested all that data to give the perfect food recommendation at F&B outlets in IPC Shopping Centre.

We even sweetened recommendations with personalised offers to ensure experiences that will always suit one’s taste.

Credit

Executive Creative Director: Adam Chan
Creative Group Head: Jeremy Ng KT, Abby Tai, Siok Yee, Alicia Hew
Copywriter: Jeremy Ng KT, Pradeep Chandrasekaran
Art Director: Yap Eva, Abby Tai, Siok Yee
Digital Designer: Gary Hoo, Jing Wen
Chief Technology Officer: Praburajan Selvarajan
Senior UI/UX Designer: Mervin Ng
Project Manager: Wei Zi Lim
Account Director: Dinesh Sanjay
Senior Account Manager: Zoe Chua
Creative Services Manager: Jean Cheah
Regional Head of PR: Elya Eusoff
PR Manager: Vivienne Liam
PR Executive: Eugenie Lim
Producer: Riza Johari

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