Award: CAMPAIGN CATEGORIES \ C32. Best Mall Event

The Cityplaza x NBA “Live The Game!” campaign transformed Cityplaza mall into Hong Kong’s basketball home ground during the tough summer of 2025. Partnering with the NBA, it brought the LIVE HAPPY ethos to life via a two-phase immersive experience: Phase 1 delivered live Finals screenings, locker room recreations, and exclusive player exhibits for passionate fans and Gen Z; Phase 2 shifted to interactive courts, skill challenges, and family games to engage broader audiences.

With seamless O2O integration, celebrity endorsements, micro-influencer buzz, and VIP perks, it generated viral shareable moments. Despite market challenges, results exceeded targets: PR value +83.7% (HK$23.4M), engagement +124% (5.15M), CRM sales +41.8%, membership +24.7%, and mall sales +2%. This proved bold cultural relevance drives resilient loyalty and commercial success in retail.