Singapore – CapitaLand is turning the school holiday season into an eight-week lifestyle campaign designed around friendship culture, social hangouts and reward-driven experiences.
Running from 29 May to 25 July across 15 malls in Singapore, “Ready, Set, Summer!” transforms everyday mall visits into themed experiences spanning pyjama parties, beauty drops, athleisure activations, dessert runs and ice cream festivals—all powered through the CapitaStar app.
Each fortnight introduces a new theme tied to trending lifestyle behaviours and youth culture. The campaign kicks off with “Zer0 Guilt Summer”, a collaboration with Swensen’s featuring a PJ Slumber Party, free ice cream drops and the launch of five new Zer0 Sugar Added flavours.
Future activations include “Two’s A Treat”, centred around friendship moments and matching-outfit rewards with brands like KOI Thé and llaollao; “Gear & Go”, an athleisure-focused drop with JD Sports; and “Glow, Snap, Repeat”, which combines beauty rewards with photobooth experiences through brands including Sephora and Life4Cuts.
Dessert culture also takes centre stage through “Choc O’Clock”, featuring gourmet chocolate giveaways and promotions from ROYCE, Venchi and The Coffee Bean & Tea Leaf.
The campaign culminates with an Ice Cream Day celebration at Plaza Singapura on 18 and 19 July, where shoppers can access interactive experiences with Magnum, Ben & Jerry’s, and Wall’s, including DIY topping bars, sampling stations and live entertainment.
Throughout the campaign, shoppers can unlock weekly reward codes, surprise freebies and bonus STAR$ incentives through the app, reinforcing CapitaLand’s wider push toward app-led engagement and gamified retail experiences.
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