Vorige week werden tijdens de ICSC European Marketing Conference in Amsterdam, de winnaars van de Solal Marketing Awards bekend gemaakt. SCN toont u hierbij een compleet overzicht in de verschillende categorieën. Helaas viel geen van de drie Nederlandse inzendingen in de prijzen. Maar opmerkelijk is wel om te zien dat het van origine Nederlandse Multi Mall Management bij zoveel inzendingen (en winnende projecten!) betrokken is. Ook België kan trots zijn op de prijzen die Wijnegem gewonnen heeft.
In de komende editie van SCN (eind juni/begin juli) een reportage naar aanleiding van gesprekken met een aantal Nederlandse winkelcentrumprofessionals die de conferentie in Amsterdam bezochten.
Hieronder het overzicht van de winnaars van de ICSC Solal Marketing Awards 2014. U kunt ook de speciale brochure van ICSC over de inzendingen downloaden door hier te klikken.
Traditional Marketing
Advertising
SILVER
Lose Yourself in Fashion, Field’s Copenhagen, Denmark
Management Company: Steen & Strøm Denmark
Owner: Klepierre
Field’s ‘Lose Yourself in Fashion’ Spring campaign employed a comprehensive 360 degree cross channel media plan to surprise, inspire and entertain their targetted fashionista demographic, reinforcing their position as the leading fashion destination in its category.
SILVER
Winter Wonderland, VestsjællandsCentret Slagelse, Denmark
Management Company: Steen & Strøm
Owner: Danica
VSC’s partnership with the city of Slagelse to create a Winter Wonderland was both historic and innovative. With all proceeds donated to The Children´s Aid Foundation, the campaign generated increased awareness for all and led to increased customer loyalty, footfall and revenue.
Alternative Revenue
SILVER
Champions League Final @ Golden Hall, Golden Hall Athens, Greece
Management Company: ECE-Lamda Hellas S.A
Owner: Lamda Development S.A
With a full sponsorship from Heineken, Golden Hall held a spectacular and unforgettable event celebrating the 2012-2013 UEFA Champions League Final.
SILVER
Content Innovation
Primedia Lifestyle Sandton, South Africa
Management Company/Owner: Primedia Lifestyle
Primedia Lifestyle’s NON-GLA business unit developed a world class content platform to provide an information solution to shoppers and generate advertising revenue, with the long term goal of becoming a self-sustaining marketing initiative.
Business-to-Business
GOLD
OC Games Oslo City, Oslo, Norway
Management Company: Oslo City AS
Owner: Dnb Næringseiendom
Inspired by the Hunger Games film, Oslo City hosted ‘The OC Games’, featuring five retailer managers competing against each other for the 2013 ‘Cityzen of the Year’ title. The creative social media campaign ensured OC’s anniversary celebration was a great success.
SILVER
ESPLO! Moving Mall, CENTRO*Sesto Sesto Fiorentino, Italy
Management Company: SVICOM – Sviluppo Commerciale – S.r.l.
Owner: Unicoop Firenze
‘ESPLO! Moving Mall’ is an innovative experiment of a mall within a mall. The moveable pieces allow for multiple designs and shapes –easily changing to best reflect the style of its residents—making the experience more attractive and dynamic.
Cause Related Marketing
GOLD
The Exchange, Cavendish Square Claremont, Cape Town, South Africa
Management Company: Old Mutual Property
Owner: Old Mutual Life Assurance (SA) LTD and Business Venture Investment No 1360 (PTY) LTD
Cavendish Square’s thought-provoking and controversial public awareness campaign in support of the Organ Donor Foundation of South Africa, gave shoppers the opportunity to ‘exchange’ their organs for fashion items, proving (perhaps) consumerism can save lives.
SILVER
Frozen World Forum, Gliwice Gliwice, Poland
Management Company: JLL
Owner: Deka Immobilien GmbH
FORUM’s Children’s Day 2013 event featured an Augmented Reality show using exclusive content from BBC’s renowned programme ‘Frozen Planet’, a series of workshops promoting eological behaviours, and a give-away gift of educational materials.
SILVER
NASA: A Human Adventure Exhibition, Marmara Forum Istanbul, Turkey
Management Company: Multi Mall Management
Owner: Multi Corporation BV & ARES
Marmara Forum’s celebration of mankind’s fascination with space was prominently displayed with artifacts and large scale objects from NASA’s own collection. The ‘NASA: A Human Adventure’ exhibit offered visitors an up-close space experience filled with excitement.
SILVER
MEGAsupport of Universiade’s 2013 Volunteers movement, MEGA Kazan Family Shopping Centre Kazan, Russia
Management Company: IKEA Shopping Centres Russia
Owner: IKEA
MEGA’s plan to be the volunteer centre for the XXVII World Student Games helped the centre reinforce its positioning within its community, and further strengthening the perception of being a centre that cares.
Customer Service Experience
GOLD
Poetry Peep EUROPARK Salzburg, Salzburg, Austria
Management Company/Owner: SES – Spar European Shopping Centers
‘Poetry Peep’ is one of EUROPARK’s initiatives to incorporate art into their centre. For a €1 fee, visitors selected a category and were able to hear a celebrity recite a poem to them live and exclusively.
SILVER
Mall 3.0 – Future Labs by ECE, ECE Projektmanagement G.m.b.H. & Co. KG Hamburg, Germany
Management Company/Owner: ECE Projektmanagement G.m.b.H. & Co. KG
To achieve the goal of connecting the online world with offline retail, and to attract customers to the centre, ECE’s project Mall 3.0 is a strategic initiative featuring a unique smartphone app, an interactive mega screen and a digital playground for children.
SILVER
Compromiso Xanadú, Madrid Xanadú Arroyomolinos, Spain
Management Company/Owner: Ivanhoé Cambridge
Xanadú Madrid reinforced its reputation as a social responsibility leader with their campaign to promote their in-centre recycling centre. Their multi-faceted program gained customer and retailer engagement, diverting over 1.4 tonnes of waste from landfill in two months.
SILVER
The Beach 2013 Menlyn Park Shopping Centre, Pretoria, South Africa
Management Company: Old Mutual Property
Owner: Old Mutual Life Assurance Company South Africa and Pareto Limited
Menlyn Park Shopping Centre brought the beach to their shoppers during their 2013 festive season campaign. The centre and city came alive with unique, eye-catching activations, capturing the imaginations of families, and further inspiring them to enjoy the magical holiday escape.
Grand Opening, Anniversary, Refurbishment or Expansion
GOLD
Construction Yard For Kids, Wijnegem Shopping Center, Wijnegem, Belgium
Management Company: Group Hugo Ceusters-SCMS
Owner: AXA and CBRE Global Investors
To counteract the risk of losing familes during their refurbishment, Winjnegem turned the remodeling into an event by offering children their own construction yard. The initiiative not only achieved its objective, it also registered a 4% increase in centre visitors during the event.
SILVER
We celebrate…YOU, Oslo City Oslo, Norway
Management Company: Oslo City AS
Owner: DNB Næringseiendom
Oslo City celebrated their 25th anniversary with an extensive campaign that refreshed both the centre and their brand. The ‘We Celebrate You!’ campaign also featured unique VIP evenings at OC, with one customer winning a grand prize worth €60,000 worth of shopping at the centre.
Public Relations
GOLD
Housewives Olympics Shoppnig Complex Spice, Riga, Latvia
Management Company: “Tirdzniecibas centrs Pleskodale” Ltd.
Owner: E.L.L. Real Estate
Spice Home’s annual ‘Housewives Olympics’ featured 181 competitors—including one man—competing to be named Latvia’s best housewife, with a celebrity jury evaluating their performance in household chores. The event achieved excellent publicity and centre awareness.
SILVER
OZ, The Great and Powerful Movie Turkey Sponsorship, Marmara Forum Istanbul, Turkey
Management Company: Multi Mall Management
Owner: Multi Corporation BV. & ARES
Marmara Forum created a great and powerful campaign around the premiere of Disney’s remake of the classic film The Wizard of Oz. Online trivia contests and special events featuring fashion designers helped reinforce the perception that Marmara Forum is the place to meet.
Sales Promotion
SILVER
Yellow Wednesday, City Center One Split Split, Croatia
Management Company: CC Real d.o.o.k.d.
Owner: Kaufmann i Hofmann d.o.o.
The ‘Yellow Wednesday’ project at City Center One features great discounts, a chance to shop for free and the granting of the most original wish on the centre’s Facebook page. Held on the first Wednesday of each month, centre sales are substantially higher than other weekdays.
SILVER
Student Lock-In 2013 at Land Securities Shopping Centres, United Kingdom
Participating Centres: St David’s Dewi Sant, Cardiff, Trinity Leeds, Cabot Circus, Bristol, Gunwharf Quays, Portsmouth, Princesshay, Exeter, The Galleria, Hatfield, The Bridges, Sunderland, Overgate, Dundee Buchanan Galleries, Glasgow, Bon Accord & St Nicholas, Aberdeen
PromoFans Portugal is a platform accessible via the centre’s website, FaceBook page, and on any smartphone, providing up to the minute details on promotions at Sonae Sierra centres.
New Media Emerging
Technology
SILVER
Kanyon’s “We Bubble” Augmented Reality App, Kanyon Istanbul, Turkey
Management Company: Kanyon Yonetim Isletim ve Pazarlama
Owner: Eczacibasi Holding and Is Real Estate Kanyon’s mobile application engaged customers t ‘catch’ bubbles to obtain special offers from participating retailers. The successful campaign more than tripled the targeted number of users, generating nearly 1,200 retail coupons and realising a 15% increase in centre sales.
SILVER
Kringlukröss, Kringlan Iceland Reykjavik, Iceland
Management Company: Rekstrarfelag Kringlan
Owner: Reitir
Kringlan’s innovative Christmas app, available on Android and iPhone platforms and through Facebook, featured a simple match three game offering customers the opportunity to earn points towards discounts and rewards at participating retailers.
Integrated Digital Campaigns
GOLD
PromoFans Digital Campaign (Portugal + Spain), Sonae Sierra Lisbon, Portugal
Sonae Sierra’s PromoFans® platform allows visitors to see (in real time) all promotions available at each of their shopping centres. Its innovative multi-access interface allows access from all types of platforms, seamlessly connecting customers with centre retailers.
SILVER
Super Classifica Shopping, C. C. Carosello Carugate, Italy
Management Company: Larry Smith S.r.l.
Owner: Eurocommercial Properties Italia S.r.l.
Carosello’s online contest invited customers to vote for their favourite retailer and the friendliest staff. Every €5 purchase gave them an opportunity to win instant prizes and one of three €1000 gift cards. The successful strategy enriched online databases and stimulated centre sales.
SILVER
Be part of (y)our Christmasdecoration, Wijnegem Shopping Center Wijnegem, Belgium
Management Company: Group Hugo Ceusters-SCMS
Owner: AXA and CBRE Global Investors
Wijnegem Shopping Center’s campaign featured a centrally located tree integrating 18 screens in the form of Christmas decorations. More than 18,000 customers uploaded photos on the centre’s website to appear onscreen, and received a take-home bauble for their own tree.
Social Media
GOLD
House of Temptations Kolding Storcenter, Kolding, Denmark
Management Company: Steen & Strom
Owner: Danica Pension
‘House of Temptations’ featured an in-centre glasshouse where participants competed in fashion and retailer tasks viewable in centre or streamed online. Every third day customers voted out their least liked participant, with the final four competing for a brand new car.
SILVER
Bluewater’s Christmas Cracker, Bluewater Greenhithe, United Kingdom
Management Company: Lend Lease
Owner: Lend Lease and co-owners Bluewater’s unique ‘Christmas Cracker’ social media campaign combined a festive based prize draw and discount promotion supported by 65 centre retailers. Bluewater’s Facebook fan base increased by 12,446 fans, generating an estimated commercial worth of $2.3 million.
SILVER
TweetBox, Istanbul Cevahir Shopping and Entertainment Center Istanbul, Turkey
Management Company: Pradera – AM PLC
Owner: St Martins Property Corporation Ltd
Cevahir’s innovative ‘TweetBox’ combined gamification with random acts of kindness, asking players to tweet slogans to the hashtag #hediyelercevahirde (#gifts at Cevahir) for an opportunity to win gifts. 12,000 Tweets were generated by more than 5,500 engaged mall shoppers.
SILVER
Multi Development’s: “Person of the Year”, Multi Development Turkey Istanbul, Turkey
Forum’s novel ‘Person of the Year’ campaign utilising a Facebook App, enabled users to ‘appear’ in TV news broadcasts and on city billboards according to their preferred category. The successful campaign engaged more than 800,000 in the desirable 18-26 demographic.
ICSC
For more information on ICSC activities please visit www.icsc.org/europe . Founded in 1957, ICSC is the global trade association of the shopping centre industry. It has over 66,000 members in more than 100 countries including shopping centre owners, developers, managers, marketing specialists, investors, retailers and agents, as well as academics and public officials. For more information visit www.icsc.org/europ
