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2017 Finalists

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2017 Finalists ICSC Solal Marketing Awards 2017 Finalists The ICSC Solal Marketing Awards bring together the very best of retail marketing across Europe and South Africa to reward those with the most effective campaigns. By recognising best practices and outstanding marketing performances, the ICSC Solal Marketing Awards are seen as a benchmark of quality throughout the industry. AWARD CATEGORIES BRAND AWARENESS & (RE)POSITIONING EMERGING TECHNOLOGY This category aims to reward entrants who have This category focuses on campaigns that are driven successfully and creatively changed or consolidated primarily via new technologies such as hardware, the customer perception of their centre. It may address software, big data, digital tools and digital channels. a shift in the behaviour of shoppers or a change in Programmes can include any of the following elements their profile, a new competitor or a significant change as part of a clear marketing strategy: innovative and in the centre. It should demonstrate innovation in the effective use of websites, mobile technology, augmented techniques used to bring about tangible, measurable reality, location-based technologies, big data or any new results and could involve advertising, PR, social media, integrated digital innovations. mobile technology and communication, research or events. FOOTFALL ACTIVATION This category is geared towards campaigns and activities BUSINESS-TO-BUSINESS designed primarily to generate footfall traffic within the This category acknowledges success in targeting a mall. The footfall could be for a one-off activity or for business audience rather than consumers and rewards more long-lasting initiatives. It could relate to the type creative originality and cost-effective results. It is geared of shopper in terms of profile and quality and not merely toward campaigns as it relates to tenants, mall operators, to the volume of shoppers. It recognises innovative trade groups, media or ideas that set out to maximise approaches to marketing that could involve advertising, leasing opportunities. Initiatives can include those PR, social media, mobile technology or events. designed to raise the profile of assets and investments either as a single location or as a portfolio. GRAND OPENING/EXPANSION/ REFURBISHMENT CORPORATE SOCIAL RESPONSIBILITY This category recognises innovation and excellence in This category recognises innovation and achievement for the marketing of a new centre opening or the reopening projects that aim to benefit the centre catchment area, of a centre and rewards creative originality and cost- be it the local or a wider community. It covers single effective results. It can include the opening of a specific or ongoing initiatives designed to educate, involve, part of a scheme such as a refurbishment of a food court, influence or improve the well-being of a community. It mall decor or an extension. can include a charity tie-up or a partnership with another organisation. Success is measured by the improvement SALES ACTIVATION to lives in the neighbourhood, rather than strict commercial goals. The campaign should ideally link to a This category rewards campaigns and activities designed clear corporate social responsibility (CSR) strategy. The primarily to generate retail sales within the mall. The scope includes aspects such as the environment, safety, sales campaign could be for a one-off activity or for health and social engagement, and not only charity. more long-lasting initiatives. It could relate to a specific sales promotion or be linked to an event, a leisure CUSTOMER SERVICES programme or relate to retailer online sales as well. This category recognises excellence and innovation in customer service and experience detail. It may be driven by an individual centre, a group of centres or a portfolio. It could be a single initiative or an ongoing programme that exhibits effectiveness and efficiency against objectives. 2 3 BRAND AWARENESS & (RE)POSITIONING AKASYA KÜLTÜR SANAT (AKS ) Akasya Shopping Centre Istanbul, Turkey Owner: AKIS REIT Management Company: AKYASAM The Akasya Art & Culture Center — located on Akasya Shopping Centre’s 3rd floor — stages an extensive series of live performances, plays, concerts, seminars, and cultural exhibitions througout the year. ALAMEDA MARKET – THE NEW POP-UP CONCEPT Alameda Shop & Spot Porto, Portugal Owner: EPFPorto Antas, Sociedade Anónima Management Company: CBRE The Alameda Shop and Spot’s central plaza ‘Pop-Up Market’ provides visitors with a rotating selection of bespoke retailers, seasonal boutiques, emerging brands, and specialty tenants. FIRST STORE BY ALEXA Alexa Berlin, Germany Owner: Union Investment Management Company: Sierra Germany GmbH Alexa’s inaugural competition to find Berlin’s most innovative entrepreneurial and emerging brands — included a grand prize where the winner received six months rent-free at a centre store. ALMADA FORUM EVERYTHING TO BE HAPPY Almada Forum Almada, Portugal Owner: Multi Management Company: Multi Portugal Almada Forum’s multifaceted campaign to introduce their new colourful logo, branding, and the ‘Everything to Be Happy’ tag line was comprehensively rolled out across all communications platforms. 4 BRAND AWARENESS & (RE)POSITIONING ARMAZÉNS DO CHIADO ‘LISBON MUSIC POINT’ Armazén do Chiado Lisbon, Portugal Owner: CRI Management Company: Multi Portugal Armazen de Chiado utilized the natural Amphitheatre configuration of their main entrance to host three musical concerts and performances, and to position the centre as a unique cultural stage. ALL IN THE NAME OF FASHION Baneasa Shopping City Bucharest, Romania Owner: Baneasa Developments Management Company: Baneasa Developments Baneasa Shopping Centre’s ‘All in the Name of Fashion’ campaign included a new diamond-shaped logo, sharp images, and snappy text, to position the centre as a luxury and premium fashion destination. NEIGHBOURING VILLAGE Beylikdüzü Migros Shopping Center Istanbul, Turkey Owner: Migros Ticaret A.Ş. Management Company: ECE Turkey The ‘Neighbouring Village’ initiative allowed Istanbul’s urban youth to grow their own organic crops, make butter and yoghurt, and to get in touch with nature at the centre’s agricultural farm installation. CITYSOFFAN – WORLD’S SHORTEST TALK SHOW Citycon Shopping Centres Sweden Citycon Shopping Centres produced a series of 14 ‘talk show’ styled videos at six Stockholm centres, featuring a host and her guests discussing serious and light hearted topics on a bright pink couch. 4 5 BRAND AWARENESS & (RE)POSITIONING CRESTA MAGIC Cresta Shopping Centre Johannesburg, South Africa Owner: Pareto Ltd Management Company: Mowana Properties The ‘Cresta Magic’ campaign included in-centre events and activations, enhanced customer service amenities, and a toy drive in partnership with Disney Africa to benefit the SOS Children’s Village. TODAY WE ARE SIXTEEN! Europark Maribor Maribor, Slovenia Owner: SES Spar European Shopping Centers Gmbh Management Company: Europark d.o.o. Europark Maribor’s ‘Today We Are Sixteen’ campaign featured a video of centre staff, tenants, and customers, singing an iconic 1960s song that became the anthem of their anniversary celebrations. FACTORY FASHION CAPSULE Factory Outlet Centres Poland Management Company: Neinver Asset Management The ‘Factory Fashion Capsule’ travelled between four Factory Outlet centres in Poland, offering visitors the opportunity to receive individual consultations with stylists, and to enjoy innovative fashion events. ‘QUEIMA CONNOSCO’ FESTIVAL BY FORUM COIMBRA Forum Coimbra Coimbra, Portugal Owner: Greenbay Management Company: Multi Portugal As a sponsor of Portugal’s largest academic festival, Forum Coimbra challenged students to wear a mouse head and run inside a giant wheel for an opportunity to win centre- branded prizes. 6 BRAND AWARENESS & (RE)POSITIONING FORUM SINTRA – SHAPING CHRISTMAS OUT OF PLAY-DOH Forum Sintra Rio de Mouro, Portugal Owner: Multi Asset Management Management Company: Multi Portugal The ‘Shaping Christmas Campaign’ included a Christmas Village, an interactive children’s workshop area, and an innovative ‘steam’ train ride completely constructed from Play-Doh. REMAINS OF LOVE İstinyePark Istanbul, Turkey Owner: Orjin Group - Doğuş Group Management Company: İstinye Yönetim Hizmetleri ve Tic. A.Ş. The ‘Remains of Love’ exhibition at İstinyePark partnered story telling and ordinary personal objects to celebrate and honour an individual’s memories after their relationship has ended. TOP 5 Kanyon Shopping Center Istanbul, Turkey Owner: Eczacıbaşı Group and İŞGYO of Turkey Management Company: Kanyon Kanyon partnered with CNN TURK to produce a weekly TV programme with Turkey’s top five trend experts. The 13-episode series featured the latest in fashion, cooking, health, beauty, and music trends. FOOD ART FESTIVAL Kanyon Shopping Center Istanbul, Turkey Owner: Eczacıbaşı Group and İŞGYO of Turkey Management Company: Kanyon Kanyon Shopping Center’s ‘Food Art Festival’ was a free one-day event featuring food demonstrations and exclusive tastings prepared by five celebrated and notable edible art chefs. 6 7 BRAND AWARENESS & (RE)POSITIONING #M1DANCEBATTLE M1 Shopping Centres Poland Owner/Management Company: METRO Properties M1’s dance league competion held at shopping centres in 9 cities across Poland, attracted 95 teams of nearly 500 dancers who competed for an opporuntiy to advance to the grand finale competition. MAKE EVERY DAY BEAUTIFUL The Mall Camberley Camberley, United Kingdom Owner: Capital and Regional — Surrey Heath Borough
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