THE TOP LADY of SM, Tessie Sy-Coson, working oh-so-quietly behind the scenes, strategized and led a carefully handpicked small communications team of SM to stage what will be remembered for a long, long time as one of the most memorable and impactful mall launches in this part of the world.

SARAH JESSICA PARKER
A whole gamut of integrated marketing activities, a magnificent synchronization of public relations and activation, resulted in the full-blown exciting coverage by major TV networks, radio and print publications marking the big mall launch of SM Aura.

I just love the name “Aura” — it breathes quiet sophistication all around.

Wrapped up in utmost secrecy, Hollywood star and style icon Sarah Jessica Parker flew into town, instantly spewing magic and ultra-positive vibes, a great buildup for the spectacular launch of SM Aura the following day — and more importantly, leaving her imprint and imagery, glitz and glamour, for months and even years to come.

A full month later, Ms. Parker bursts afresh into our consciousness via a double exposure in a full-page, full-color print ad and a simultaneous launch of a 30-second commercial over radio. Production for these materials, which exacted a 100% performance from the star according to creators BBDO chair David Guerrero and radio international mogul Tony Hertz, was “precise, relaxed and absolutely professional.” Both materials sustain the same sophisticated aura (pardon the pun!) of the launch.

Mr. Guerrero revealed that a New York-based photographer and his crew of four who had worked with Ms. Parker before were flown in for the print ad and a couple of giant pics are now gleefully posted right at the entrance of the SM Department Store.

Ms. Parker’s message that strikes deep into selling the store is completely reflective of the woman’s personality and inimitable fashion sense conveyed by the 30-second radio commercial by BBDO:

“I love shoes. They’re little sculptures you can wear. I love clothes. They’re your skin in different colors and patterns. I love bags. They say a lot about you. I love accessories. They make all the difference. I love fashion. It lets me… simply be me, Sarah Jessica Parker. The SM Store Aura — Love to shop.”

It’s written from the heart. “It’s much like the spontaneous support that came from the heart given by mainstream media surrounding the Aura launch,” remarks SM’s VP for communications Millie Dizon.

Call it involving and stimulating in its very simplicity.