SM Supermalls clinched two wins at Asian Experience Awards 2025 for brand experience initiatives

The company received the Philippines Brand Experience of the Year - Retail and the Philippines Brand Experience of the Year - Marketing wins.

Shopping mall company SM Supermalls has been honoured at the Asian Experience Awards 2025 for its 100 Days of Joy campaign that has leveraged the power of retail to deliver meaningful and community-focused experiences and for the launch of MOA Sky that marked the most ambitious moment in all of SM Mall of Asia’s 10-year redevelopment journey.

SM Supermalls’ 100 Days of Joy campaign is built on five core objectives: surpass the 2023 benchmark of 20 million views by reinforcing SM’s role as a community builder; gain at least 90% positive brand sentiment and strengthen SM’s brand image; create meaningful impact for 100 individuals; drive mall foot traffic by 5% and increase holiday sales by 10%; and rally support from at least 100 partner brands to support the campaign.

True to its purpose, the company has driven initiatives that reflect the unique needs of various communities.

Activities include gifting 100 students from the Philippine School for the Deaf with new shoes and a special Santa Claus experience at SM Mall of Asia; honouring pet lovers by hosting a pet adoption drive at SM City Tarlac; treating Daet City’s sole orphanage caregivers to a day of fun and relaxation; recognising Palawan’s hardworking farmers with shopping sprees and dining experiences at SM City Palawan; and saluting 70 war veterans through performances and meals at SM City Baguio.

With just 1.86% of SM Supermalls’ total annual marketing spend, “100 Days of Joy” has generated 281 million video views, recording a staggering 1,325% increase from the previous year. Offline, the campaign has driven a 6.4% increase in foot traffic, which has helped record a 12% lift in mall sales. Its success has also invited over 145 brand partners and tenants to voluntarily join through volunteer work, in-kind support, and financial donations.

SM Supermalls took home the Philippines Brand Experience of the Year - Retail for the success of this campaign.

Meanwhile, the launch of MOA Sky serves as the grand finale of SM Mall of Asia’s decade-long transformation. The 6,000-sqm rooftop destination is envisioned to be a lifestyle landmark and cultural touchpoint for Filipinos and international guests alike.

It is designed with multi-use lifestyle zones, including Asia’s first FIFA-grade rooftop football pitch, an open-air amphitheatre facing Manila Bay, a pet-friendly Paw Park, and various pocket experiential zones that promote play and discovery.

MOA Sky’s launch objectives include attracting over 200,000 visitors, driving at least PHP40m in launch-day sales by converting event buzz into measurable business impact, and achieving at least PHP20m in media value through press coverage across print, digital, and broadcast channels.

The event has gathered over 218,000 guests in a single day, exceeding the original target of 200,000 and making the MOA Sky launch one of the most attended public events in SM Mall of Asia’s history.

Moreover, it has generated PHP46m in launch sales, delivering nearly 5x return on the total campaign spend of PHP10m. It has also achieved PHP22m in earned media value through 56 major placements, including 11 front-page features and six national TV broadcasts.

This breakthrough has brought SM Supermalls the Philippines Brand Experience of the Year - Marketing accolade in the awards programme.

The Asian Experience Awards recognises the ingenious initiatives of creative companies in delivering meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].