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 Council Management Company: Capital and Regional — Montagu Evans
The Mall Camberley’s ‘Make Every Day Beautiful’ is an innovative multichannel marketing campaign featuring centre retailer staff members sharing tips and stories about the products they sell.
MANNEQUIN CHALLENGE
Market Place Shopping Centre Bolton, United Kingdom
Owner: Inception Holdings Sarl Management Company: Moorgarth Market Place Shopping Centre’s social media video documented centre staff, tenants, and shoppers, participating in the first mannequin challenge ever conducted in a UK Shopping Centre.
CRYSTAL CAMERA SHORT FILM CONTEST
Marmara Forum Istanbul, Turkey
Owner: Multi 25 Emlak Multi Turkey & ARES Management Company: Multi Turkey The ‘Crystal Camera Short Film Contest’ at Marmara Forum showcased 175 original films created by students from 67 universities, judged by a jury comprising professional actors, actresses, and directors.
8 BRAND AWARENESS & (RE)POSITIONING
MARMARA FORUM & ANADOLU EFES SPORTS CLUB TEAM UP!
Marmara Forum Istanbul, Turkey
Owner: Multi 25 Emlak Multi Turkey & Ares Management Company: Multi Turkey Marmara Forum’s partnership with an internationally renowned basketball club included a series of experiential events, campaigns, and contests, as well as exclusive club member promotions.
WORLD’S STRANGEST STORE EMPLOYEE
Marmara Park Shopping Center Istanbul, Turkey
Owner: Istanbul 1 GayrimenkuL Yonetimi A.S Management Company: ECE Turkey Marmara Park’s ‘The World’s Strangest Store Employee’ featured fashion legend Cemil Ipekci in disguise offering shoppers honest and unsolicited opinions about their choices, all captured by hidden cameras.
FEAST ON THE SKY
Mavibahçe Shopping Center İzmir, Turkey
Owner: Opera Real Estate Management Company: ECE Turkey Project Management Mavibahçe’s ‘Feast on the Sky’ initiative provided visitors with an opportunity to enjoy a splendid and unique feast prepared by centre restaurant chefs, whilst being suspended 55 metres above the ground.
CAMPAIGN ‘FREE MEALS FOR KIDS’
Mega Nizhny Novgorod Nizhny Novgorod, Russian Federation
Owner/Management Company: IKEA Centres Mega Nizhny Novgorod strategically offered a ‘free meal for kids’ at participating food and beverage outlets to strengthen their positioning as a family friendly and community meeting place.
8 9 BRAND AWARENESS & (RE)POSITIONING
TRICKBOX
Palladium Atasehir Shopping Center Istanbul, Turkey
Owner: Tahincioğlu Holding Management Company: JLL Turkey Palladium Atasehir’s ‘Trickbox’ challenge offered an iPad to visitors who could look at a point on a screen for 30 minutes without moving their eyes, whilst costumed characters interacted around them.
CANDY RUSH: EASTER CAMPAIGN 2016
The Pavilion Shopping Centre Durban, South Africa
Owner: Pareto Limited Management Company: Mowana Properties The Pavilion’s ‘Candy Rush: Easter Campaign’ allowed eligible shoppers to compete in an interactive gaming experience for the opportunity to win a Trolley Dash through the centre.
‘IN POSNANIA’ CAMPAIGN
Posnania Poznań, Poland
Owner: Apsys Group Management Company: Apsys Polska The ‘IN POSNANIA’ campaign included an album of black and white images from renowned photographer Syzmon Brodziak of ballet dancers artfully posed amidst the centre’s raw construction areas.
HAPPY EVER AFTER
Rødovre Centrum Rødovre, Denmark
Owner/Management Company: A/S Rødovre Centrum Twelve Rødovre Centrum shoppers were chosen from more than 4,000 online applicants to represent the centre in the multifaceted ‘Happy Ever After’ Christmas campaign.
10 BRAND AWARENESS & (RE)POSITIONING
EXHIBITION ‘BEAUTY IS AGELESS’
Shopping Centre Spice Riga, Latvia
Owner: Ltd. E.L.L Real Estate Management Company: Tirdzniecibas centrs Pleskodale The unique ‘Beauty Is Ageless’ audiovisual exhibition featuring 15 charismatic and well-known ladies ranging in age from 40 to 91, was the focal point of Spice’s 15th anniversary campaign.
WHAT’S ON
Sonae Sierra Shopping Centres Portugal
The ‘What’s ON’ digital channel uses photos, feature stories, and videos to promote new collections, exhibitions, store openings, workshops, and gift guides, available at nine Sonae Sierra Shopping Centres.
FLORA BLEND BAR
The Zone @ Rosebank Johannesburg, South Africa
Owner: Old Mutual Property Management Company: Cushman & Wakefield Excellerate The Zone@Rosebank partnered with Unilever during heart awareness month to create ‘The Flora Blend Bar’, a ‘pop-up’ store for guests to enjoy tasty samples of foods made with the heart-healthy margarine.
ZORLU CENTER EMOJI EVENT
Zorlu Center Istanbul, Turkey
Owner/Management Company: Zorlu Property Group The Emoji Event at Zorlu Center featured 20 giant Emoji structures, and included a variety of interactive activities, events, and social media activations, crafted to appeal to an audience of all ages.
10 11 BRAND AWARENESS & (RE)POSITIONING
1, 2, 3, REBRANDING!
Alameda Shop&Spot, Porto, Portugal Alma Shopping, Coimbra, Portugal Nosso Shopping, Vila Real, Portugal
Owner/Management Company: CBRE Portugal CBRE Portugal executed the ‘1,2,3 Rebranding!’ initiative to strategically rebrand and reposition three newly acquired shopping centres in Portugal over an impressively quick three-month period.
BUSINESS-TO-BUSINESS
B2B UPGRADE BY ARRICANO
Arricano Real Estate Plc Kiev, Ukraine
Arricano’s educational ‘B2B UPGRADE’ project provides tenants with free of charge master-classes led by industry professionals in marketing, sales psychology, neuromarketing, and retail administration.
SPARKS OF ISTANBUL
Mall of Istanbul Istanbul, Turkey
Owner: Torunlar Reic Management Company: Torun Mall Investment & Management In partnership with the Anatolian Fire Dance Organization, the Mall of Istanbul’s ‘Sparks of Istanbul’ initiative is a dance-based training programme held twice weekly for children aged four to sixteen years old.
12 BUSINESS-TO-BUSINESS
FOODTOPIA – THE PERFECT PLACE FOR FOOD
MyZeil Frankfurt, Germany
Owner: Deutsche Asset Management, ECE / Otto Family Management Company: ECE Projektmanagement G.m.b.H. & Co. KG
MyZeil hosted an exclusive one night only event for prospective tenants to promote ‘Foodtopia’ — a unique food and entertainment zone located on the Frankfurt centre’s fourth floor.
RISING STORE CONTEST
Sonae Sierra Lisbon, Portugal
Sonae Sierra’s ‘Rising Store Contest’ gives entrepreneurs and small business owners an opportunity to win free rent for six months — with an additional six-month lease being offered at a discounted rate.
MALL ACTIVATION PLATFORM
Sonae Sierra Lisbon, Portugal
Sonae Sierra’s innovative B2B platform allows shoppers and tenants to access centre-specific information, whilst the back end manages all received queries, requests, and potential tenant leads.
12 13 CORPORATE SOCIAL RESPONSIBILITY
EXPRESS YOUR LOVE IN ANOTHER LANGUAGE BY AKMERKEZ
Akmerkez Istanbul, Turkey
Owner: Akmerkez REIT Management Company: Ucgen Bakim ve Yonetim Hizmetleri A.S As part of the centre’s efforts to raise awareness for the hearing impaired, visitors were given the opportunity to create a Valentine’s Day video using sign language.
ALEGRO ALL STAR
Alegro Alfragide Shopping Centre Carnaxide, Portugal
Owner: Immochan Portugal / Fund Alaska Management Company: Immochan Portugal Alegro Alfragide’s event to raise money and awareness for adapted sports players and teams, invited visitors to challenge their own limits and experience and play the game of basketball from a wheelchair.
THE IMAGINATION EXHIBIT
Baneasa Shopping City Bucharest, Romania
Owner/Management Company: Baneasa Developments Fifty teams of children ranging in age from 6 to 13 years old competed in a Lego building competition for the opportunity to win prizes and have their structures displayed at Baneasa’s ‘Imagination Exhibit’.
BOTSHABELO MALL LOGO DESIGN COMPETITION
Botshabelo Mall Botshabelo, South Africa
Owner: Jointly owned by Khora Investments/Liberty Group Limited and STANLIB Direct Property Investments Management Company: JHI Retail and Epsidex Property Management. The design competition challenged emerging designers to create a corporate logo reflective of the community, for an opportunity to win prizes and an internship at mall.
14 CORPORATE SOCIAL RESPONSIBILITY
TOOTH FRIENDLY KIDS
CEFIC Istanbul, Turkey
The ‘Tooth Friendly Kids’ initiative conducted at three CEFIC centres in Turkey, allowed school age children to learn the importance of caring for their teeth in an interactive and edu-taining environment.
LIBERI DI FARE
Centro Commerciale Le Due Torri Stezzano, Italy
Owner: Altarea Italia Srl a part of AltareaCogedim Group Management Company: Altarea Italia Srl The ‘Liberi di Fare’ project offered 70 young adults with special needs the opportunity to work alongside retailer staff members, and to interact with visitors in centre restaurants, shops, and meeting areas.
LOKSTOFF! AT GERBER
Das Gerber Stuttgart, Germany
Owner: Württembergische Lebensversicherung AG Management Company: IPH Centermanagement GmbH / Werbegemeinschaft Gerber GbR.
‘LOKSTOFF’ a group who perform dramatic presentations in public spaces, staged a series of plays depicting the issue of homelessness, using the mall as their stage.
ECO URBAN GARDEN
El Boulevard de Vitoria-Gasteiz Vitoria-Gasteiz, Spain
Owner: RPFI Vitoria SLU, Armuco Inmobiliaria SLU, Apiv Auto Este SLU Management Company: CBRE The ‘ECO Urban Garden’ was the central meeting point for El Boulevard’s community-based series of workshops and exhibits promoting environmental care, urban design, and sustainability initiatives.
14 15 CORPORATE SOCIAL RESPONSIBILITY
EDUCATING FOR THE FUTURE
Espacio León León, Spain
Owner: Selenium (Leon) Retail Holdco BV Management Company: Multi Spain Management SA Espacio León’s series of six talks led by renowned experts addressed educational issues such as truancy, inclusion, diversity, behavioural problems, bullying, academic failure, and early school leaving.
THE SPACE OF TIME / ‘ESPAI DEL TEMPS’
Espai Gironès Salt, Spain
Owner: Commerz Real Investmentgesellschaft mbH Management Company: Multi Spain Management SA ‘The Space of Time’ initiative brought 18 charitable foundations, NGOs, local institutions and the community together, inviting Gerona citizens to donate the most essential gift of all — their time.
BOXES FULL OF HAPPINESS
Espark Shopping Eskisehir, Turkey
Owner: ECE Projecktmanagement G.m.b.H & Co. KG Management Company: ECE Türkiye Proje Yonertimi A.S. Espark’s ‘Boxes Full of Happiness’ campaign invited shoppers to choose gifts for less privileged children, and live-streamed the gift deliveries and the children’s happy reactions on the centre’s digital screens.
‘I BIKE AND HELP’
Europa Centralna Gliwice, Poland
Owner: Standard Life Investments Management Company: Apsys Polska SA Europa Centralna challenged residents of all ages to engage in a healthy leisure activity by donating a monetary amount for every kilometer cycled to a local organisation benefitting children with disabilities.
16 CORPORATE SOCIAL RESPONSIBILITY
JEREMY WINSTON CHORALE FLASHMOB
Europa Passage Hamburg, Germany
Owner: Alida Grundstücksgesellschaft mbH & Co KG Management Company: Europa Passage Hamburg Europa Passage used Facebook to live-stream the planned flashmob performance of the Jeremy Winston Chorale singing ‘Oh Happy Day’, to generate awareness for the choir’s upcoming concerts.
‘BE CLOSER’ CAMPAIGN
Fabrika Kherson, Ukraine
Owner/Management Company: Budhouse Group The ‘Be Closer’ campaign featured an extensive series of events and activities for special needs children, orphans, disabled children, migrants, and children who needed to be resettled due to military actions.
CONNECTED TO SAFETY
Fiumara Genova, Italy
Owner: Fiumaranuova S.r.l. Management Company: Cogest Retail Fiumara’s innovative ‘Connected to Safety’ campaign in colloboration with several local organisations educated and raised awareness about the dangers of cyberbullying and cybercrime in the community.
‘YOU DECIDE’ CAMPAIGN
Forum Algarve Faro, Portugal
Owner: CRI - Commerz Real AG Management Company: Multi Portugal Forum Algarve’s ‘You Decide’ Campaign invited their guests and visitors to determine which four local institutions would be supported by the proceeds generated from the centre’s Christmas attractions.
16 17 CORPORATE SOCIAL RESPONSIBILITY
TEN THOUSAND WARM HEARTS
Forum Bornova Izmir, Turkey
Owner: Commerz Real Investment Gesellschaft mbH Management Company: Multi Turkey As part of their 10th anniversary celebrations, Forum Bornova launched the multifaceted ‘Ten Thousand Warm Hearts’ to generate donations towards providing winter coats for 10,000 children in need.
FORUM MONTIJO NATIVITY SCENE. A WIN-WIN- WIN SITUATION
Forum Montijo Montijo, Portugal
Owner: Blackstone Management Company: Multi Portugal Forum Montijo incorporated art work produced by 8,000 school children to create an inclusive and relevant Nativity scene featuring Multi Portugal’s popular mascot character ‘Gui’.
KISS GOODBYE TO MS
Frederiksberg Centret Frederiksberg, Denmark
Owner: Danica & Lægernes Pensionskasse Management Company: DEAS Frederiksberg Centret launched a series of events and initiatives to raise awareness and to support the MS Society during the charity’s annual ‘Kiss Goodbye to MS’ national campaign.
JURAJSKA ISLAND
Galeria Jurajska Częstochowa, Poland
Owner: GTC S.A. Management Company: GTC Galeria CTWA Sp. z o.o. Galeria Jurajska conducted the interactive ‘JuRajska Island’ project to educate school-age children about the importance of ocean conservancy, environmental preservation, and eco system health.
18 CORPORATE SOCIAL RESPONSIBILITY
‘1 YUVA 1 MAMA’ – 1 SHELTER 1 MEAL
Istanbul Cevahir Shopping and Entertainment Centre Istanbul, Turkey
Owner: St Martins Property Group Management Company: Pradera Limited Children painted and decorated specially crafted dog and cat kennels and prepared food packages for the city’s stray animal population, during Istanbul Cevahir’s ‘1 Shelter-1 Meal’ event.
INSIDE TUBA’S WARDROBE
Kanyon Istanbul, Turkey
Owner: Eczacıbaşı Group and İŞGYO of Turkey Kanyon’s innovative two-day event featuring the sale of wardrobe pieces from celebrity Tuba Unsal’s closet, raised more than €16,000 for TOG — a national non-profit youth organisation.
LA FABBRICA RESTORES ITALIA
La Fabbrica Santo Stefano Magra, Italy
Owner: Santo Stefano Ipermercati S.r.l. / Pradera Management Company: Cogest Retail The specially equipped laboratory at La Fabbrica allowed visitors to watch — either in-centre or via live stream — the minute-by minute restoration of an iconic and historical Italian warship figurehead.
THE BOX 22
Maltepe Park Istanbul, Turkey
Owner: CarrefourSA Management Company: ECE Türkiye Proje Yönetimi A.Ş. Maltepe Park’s ‘Box 22’ is a bright orange shipping container where employees and retailers can attend free one-hour classes and learn to speak conversational English by participating in interactive activities.
18 19 CORPORATE SOCIAL RESPONSIBILITY
RESIDENCE OF FATHER FROST
MEGA Ekaterinburg Ekaterinburg, Russian Federation
Owner: IKEA Centres Russia Management Company: IKEA Centres Rus Operation MEGA invited community children to visit the fairy tale residence where retired ‘Father Frosts’ and their wives live, and to learn how these residents assist the current Father Frost prepare for the season.
MEGA OMSK COMMUNITY CENTRE
MEGA Omsk Omsk, Russian Federation
Owner: IKEA Centres Russia Management Company: IKEA Centres Rus Management MEGA Omsk transformed an unoccupied leasable area into a unique meeting space, offering a variety of innovative edutainment programmes and classes free of charge to community members of all ages.
LET’S LEARN WITH MUSIC – GUI & GOMAS TOUR
Multi Portugal Lisbon, Portugal
Multi Portugal’s year long initiative featured Multi mascot ‘Gui’ and his friends performing songs encouraging social responsibilty, environmentalism, healthy eating habits, literacy, and citizenship.
FABLAB: BE FAB!
Pieter Van Aelst Shopping Center Aalst, Belgium
Owner: AXA REIM Belgium s.a/n.v Management Company: SCMS-CEUSTERS part of GROUP HUGO CEUSTERS-SCMS
The ‘FabLab’ at Pieter van Aelst offers a series of weekly workshops in which visitors of all ages learn to use cutting-edge technology to create, share, and learn from each other’s designs.
20 CORPORATE SOCIAL RESPONSIBILITY
MOBILE DRAMA ON THE WAY
Primemall Antakya Antakya, Turkey
Owner/Management Company: Prime Development To celebrate National Children’s Day, Primemall Anatakya loaded a minivan with scenery, costumes, and actors, and travelled to ten rural schools to perform ‘The Fairy World of Trees’ for 3000 children.
UNA DESCARGA = UN ARBOL = VIDA (ONE DOWNLOAD = ONE TREE = ONE LIFE)
Ribera del Xúquer Valencia, Spain
Owner: CBRE Global Investors Management Company: CBRE Ribera del Xúquer combined the launch of their mobile app with a corporate responsibility pledge to plant one tree in a local forest recently devastated by fire for every download of their App.
WIJNEGEM DATING CENTER
Wijnegem Shopping Center Wijnegem, Belgium
Owner: AXA REIM and CELSIUS HOLDING (by AEW) Management Company: SCMS-CEUSTERS part of GROUP HUGO CEUSTERS-SCMS
The ‘Dating Center’ included group dinners, speed dating sessions, after work cocktail hours, and an identifying bracelet designed to help singles connect with each other.
20 21 CUSTOMER SERVICES
KINGS CLUB: A REFINED PLACE INSPIRED BY GENTLEMEN
Akmerkez Istanbul, Turkey
Management Company: Ucgen Bakim ve Yonetim Hizmetleri A.S
The ‘Kings Club’ is a gentlemen-only lounge with free amenities including pool tables, PlayStations, Apple TV, a barber shop, an accessories shop, and a fully-equipped meeting room.
PAMPERING SERVICES BY AKMERKEZ
Akmerkez Istanbul, Turkey
Management Company: Ucgen Bakim ve Yonetim Hizmetleri A.S.
The ‘Pampering Services by Akmerkez’ is a no strings attached loyalty programme that rewards dedicated customers with exclusive gifts, sales discounts, promotional offers, and enhanced services.
CRESTA MAGIC – CUSTOMER SERVICE
Cresta Shopping Centre Johannesburg, South Africa
Owner: Pareto Ltd Management Company: Mowana Properties The ‘Cresta Magic — Customer Service’ Christmas campaign featured a team of brand amabassadors who answered queries, gave directions, wrapped gifts, and assisted elderly and disabled guests.
TAKING GUEST SERVICE TO THE ULTIMATE LEVEL!
Forum Aydın Aydın, Turkey
Owner/Management Company: Multi Turkey The customer service staff at Forum Aydin travel throughout the centre complex on a branded Segway, providing a friendly welcome, information on promotions, directional advice, and customer assistance.
22 CUSTOMER SERVICES
MAVI’S PLACE – PET DROP OFF POINT
Forum Bornova Izmir, Turkey
Owner: Commerz Real Investment Gesellschaft mbH Management Company: Multi Turkey ‘Mavi’s Place’ is a free, pet drop-off service that allows Forum Bornova visitors to enjoy shopping, dining, and leisure activities, with absolute peace of mind their beloved pets are safe and well cared for.
EMERGING TECHNOLOGY
CHATBOT
ÁRKÁD Budapest Budapest, Hungary
Owner/Management Company: ECE Projektmanagement G.m.b.H. & Co. KG
ÁRKÁD Budapest innovatively use their Facebook and Viber channels with the free 24/7 ‘Chatbot’ service to communicate promotional deals, centre information, and answer customer queries.
DIGITAL MARKET INTELLIGENCE
CBRE Spain Madrid, Spain
CBRE’s ‘Digital Market Intelligence’ system collects detailed customer data, performs robust analytics, and is the central platform for content used to feed social media, centre websites, and their mobile App.
22 23 EMERGING TECHNOLOGY
DIGITAL MALL BY ECE
ECE Projektmanagement G.m.b.H. & Co. KG Hamburg, Germany
The ‘Digital Mall by ECE’ allows customers to use any device to search for information on the availability of more than 1 million products, and reserve the product at the desired location with a few simple clicks.
RØDOVRE CENTRUM LIVE
Rødovre Centrum Rødovre, Denmark
Owner/Management Company: Rødovre Centrum A/S ‘Rødovre Centrum Live’ was a 12 episode Facebook Live series featuring two hosts receiving online and in-centre advice on which zany challenges and entertaining stunts they should perform at the centre.
CONSUMER KNOWLEDGE MODEL
Sierra Portugal, S.A. Lisbon, Portugal
Sierra Portugal’s innovative ‘Consumer Knowledge Model’ is a powerful central platform capable of intuitively storing and processing complex data mined from all of their digital communication channels.
24 FOOTFALL ACTIVATION
CEV BEACH VOLLEYBALL SATELLITE ANKARA WOMEN’S EUROPEAN TOUR
Atlantis Shopping Center Ankara, Turkey
Owner: Atlantis Grup Alisveris Eglence Merkezi Gayrimenkul Ins. TURIZM ITH.IHR.SAN VE TIC.A.S. Management Company: JLL TURKEY Atlantis hosted the inaugural CEV Beach Volleyball Satellite Ankara Women’s European Tour in May 2016.
BODY PAINTING & FANTASY SHOW
Diagonal Mar Shopping Barcelona, Spain
Owner: Deutsche Bank Asset Management Management Company: CBRE The ‘Body Painting & Fantasy Show’ featured 50 models artfully decorated by the creative students from the Cazcarra Make Up School, in an in-centre runway event complete with music and special effects.
WORLD PRESS PHOTO | FORUM ALGARVE
Forum Algarve Faro, Portugal
Owner: CRI - Commerz Real AG Management Company: Multi Portugal During the summer of 2016, Forum Algarve hosted the internationally renowned ‘World Press Photo Exhibition’ — showcasing 130 photographs from photojournalism’s most prestigious competition.
GIGLI’S DECLARATION OF INDEPENDENCE
I GIGLI Campi Bisenzio, Italy
Owner: Eurocommercial Properties Management Company: Larry Smith The lighthearted ‘GIGLI’s Decaration of Independence’ campaign was led by comedian Paolo Cevoli who took on the role of spokesperson and honourary President of the ‘Gigli Republic’.
24 25 FOOTFALL ACTIVATION
TOON MACHINE
İstinyePark Istanbul, Turkey
Owner: Orjin Group - Doğuş Group Management Company: İstinye Yönetim Hizmetleri ve Tic. A.Ş. Harnessed parents were suspended inside the ‘Toon Machine’ installation, and were controlled by their children who used a giant joy stick to move the ‘human claws’ towards the prize they desired.
BABA YEGA
K in Kortrijk Kortrijk, Belgium
Owner: Union Investment Management Company: SCMS-CEUSTERS part of GROUP HUGO CEUSTERS-SCMS
K in Kortrijk engaged the ‘Digital Generation’ demographic with a Facebook post announcing the live appearance of the Belgium’s Got Talent Competition winners ‘Baba Yega’
LED-NIGHT SHOPPING
K in Kortrijk Kortrijk, Belgium
Owner: Union Investment Management Company: SCMS-CEUSTERS part of GROUP HUGO CEUSTERS-SCMS
The centre decked their halls with LED lights, cubes, and glow sticks, during their Christmas shopping event that included carolers, a bubbles bar, a DJ, and an LED photo wall.
WINTER WONDERLAND
Kanyon Shopping Center Istanbul, Turkey
Owner: Eczacıbaşı Group and İŞGYO of Turkey Management Company: Kanyon Kanyon’s month-long campaign featured an extensive series of seasonal events and activities including Turkey’s first full-scale indoor carousel in a ‘Winter Wonderland’ environment complete with snow.
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TASTY?SHARE
MEGA Khimki Khimki, Russian Federation
Management Company: IKEA Centres Russia MEGA’s ‘Tasty? Share competition asked visitors to generate gift donations for the region’s less-privileged children by using a designated hashtag to post photos of their favorite food court meals.
50 YEARS OF FAIRYTALES
Rødovre Centrum Rødovre, Denmark
Owner/Management Company: A/S Rødovre Centrum Rødovre Centrum used more than 4,000 hand-crafted paper decorations as the focal point of a multifaceted campaign to honour centre founder Aage Knudsen and celebrate their 50th anniversary.
KEEP THE STAGE
Shopville Gran Reno Casalecchio di Reno, Italy
Owner: Shopville Gran Reno SRL/ Carrefour spa Management Company: Klepierre Italia Shopville Gran Reno’s ‘Keep the Stage’ initiative featured more than 400 young musicians competing for an opportunity to win prizes and to perform alongside some of Italy’s greatest musical performers.
STARCITY GARAGE DAYS
Starcity Outlet Shopping Center Istanbul, Turkey
Owner: Gencoglu Group Management Company: JLL Turkey Starcity transformed a centre parking garage into a marketplace during their ‘Garage Days Campaign’ offering visitors an opportunity to purchase the world’s leading brands at significantly discounted prices.
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RUNATOLIA – TERRACITYRUN
Terracity Shopping Center Antalya, Turkey
Owner: EPM Gayrimenkul Ticaret Limited Sirketi Management Company: ECE Turkiye Proje Yonetimi A.S. Terracity Shopping Center staged a complementary series of events and activities — including the TerracityRUN event — to promote their sponsorship of the 11th Annual Runatolia International Marathon.
6TH ANNIVERSARY OF VARENA SHOPPING CENTER
VARENA Vöcklabruck, Austria
Owner/Management Company: SES Spar European Shopping Centers
During VARENA’s anniversary campaign, visitors were challenged to dive into a giant ball pit and find one of 500 white balls, to win a premium prize choice of a television, tablet, or mobile phone.
WHITE LION WALK’S MONOPOLY EXCLUSIVE
White Lion Walk Guildford, United Kingdom
Owner: Friends Life Ltd Management Company: Capita White Lion Walk became the first company outside of Disney to inspire a bespoke Monopoly token, immortalising centre mascot ‘Lionel the Lion’ in the iconic game’s Guildford edition.
ZORLU CENTER EMOJI EVENT
Zorlu Center Istanbul, Turkey
Owner/Management Company: Zorlu Property Group Zorlu Center’s first of its kind ‘Emoji Event’ featured an extensive variety of themed activities, interactive workshops, and social media activations, set amidst 20 giant Emoji sculptures.
28 GRAND OPENING/EXPANSION/REFURBISHMENT
CRESTA FOOD FAVOURITES & FABULOUS FUN
Cresta Shopping Centre Johannesburg, South Africa
Owner: Pareto Ltd Management Company: Mowana Properties Cresta promoted the opening of their three-level food and entertainment court with a food truck activation, a meet and greet with Masterchef Australia judges, and a cooking competition for kids.
NEW FOOD COURT IN GALERIA JURAJSKA
Galeria Jurajska Częstochowa, Poland
Owner: GTC S.A. Management Company: GTC Galeria CTWA Sp. z o.o. Galeria Jurajska employed a multiphased public relations and media relations strategy to generate traditional and online press coverage to promote their newly expanded and refurbished food court.
WE ARE RENOVATING FOR YOU
MEGA Kazan Kazan, Russian Federation
Owner/Management Company: IKEA Centres Russia MEGA Kazan used unique art sculptures, colourful banners with humourous taglines, and exclusive events, to engage customers, residents, and tenants during their extensive refurbishment project.
TASTY BOULEVARD GRAND OPENING
MEGA Teply Stan Moscow, Russian Federation
Owner/Management Company: IKEA Centres MEGA launched their ‘Tasty Boulevard’ zone with a carnival-themed event complete with roving entertainers, live musical performances, food demonstrations, contests, and unique promotions.
28 29 GRAND OPENING/EXPANSION/REFURBISHMENT
A NEW WORLD OF SHOPPING
Menlyn Park Shopping Centre Johannesburg, South Africa
Owner: Pareto Limited Management Company: Mowana Properties Menlyn Park executed a multifaceted campaign over a five-month period to promote the grand opening of their extensive two-year long €165,000,000 expansion and renovation project.
REPOSITIONING NOWADAYS/BEURSPASSAGE
Nowadays/Beurspassage Amsterdam Amsterdam, Netherlands
Owner: Bouwinvest Retail Fund Management Company: Urban Solutions Nowadays created a comprehensive series of backstories to promote the opening of the ‘Beurspassage’, a stunning gateway connecting the high-street retail development with the historic city of Amsterdam.
POSNANIA GRAND OPENING
Posnania Poznań, Poland
Owner: Apsys Group Management Company: Apsys Management Posnania’s four-day grand opening celebrations included a lifestyle-themed show hosted by a well-known television presenter, that was broadcast live each hour from an in- centre studio.
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MAGIC MOMENTS BY BERCEO: ‘THE NIKOLA SECRET’
Berceo Logroño, Spain
Owner: CBRE Global Investors Management Company: CBRE The campaign featured a state of the art escape room that challenged teams of players to race against the clock to defeat an evil magician and save Christmas by unveiling the ‘Nikola Secret’
BOOK YOUR GETAWAY AT BLUEWATER
Bluewater Greenhithe, United Kingdom
Owner: Land Securities and a number of other investors Management Company: Land Securities Bluewater’s ‘Book Your Getaway’ campaign featured a variety of travel-themed events, contests, promotions, and incentives conducted over a five-week period from January to February 2016.
WE LIVE SHOPPING
Carosello Carugate, Italy
Owner: Eurocommercial Properties Italia Srl Management Company: Eurocommercial Management S.r.l. The ‘We Live Shopping’ web series featured 50 episodes hosted by well-known social media influencers broadcast each Wednesday via Facebook Live on all of Carosello’s digital media sites.
THE PERFECT EXCUSE
Cavendish Square Cape Town, South Africa
Owner: Old Mutual Management Company: Cushman & Wakefield Excellerate Initiatives in ‘The Perfect Excuse’ campaign included social media contests, a spend-to-win promo offering a grand prize trip to Milan, and an exclusive in-centre ‘trend event’ for registered members.
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ALICE IN FASHIONLAND
Citycenter Celje Celje, Slovenia
Owner: SES Spar European Shopping Centers Gmbh Management Company: Euromarkt Center d.o.o. The four-day ‘Alice in Fashionland’ initiative at Citycenter Celje featured six unique fashion runway events interspersed with cirque-styled performances and elaborately costumed ‘Alice’ characters.
‘SHOW YOUR ID, GET YOUR DISCOUNT’
Forum Erzurum Erzurum, Turkey
Owner/Managements Company: Multi Turkey Forum Erzurum partnered with a local university to offer discounts to all registered students and faculty at 35 of the centre’s retailers, and promoted it for free using the university’s communication tools.
GATEWAY’S PREVIEW FASHION SHOW & CONCERT
Gateway Theatre of Shopping Durban, South Africa
Owner: Old Mutual Property Management Company: CW Excellerate Gateway’s annual gala event in conjunction with Durban’s premiere horse race included runway fashion shows featuring South Africa’s top designers, and a variety of music and dance performances.
OUT THE BOX
Gateway Theatre of Shopping Durban, South Africa
Management Company: CW Excellerate Gateway’s ‘Out the Box’ glass installation at centre court, is filled with products from the centre’s smaller retailers, giving them greater visibility, and the chance to ‘market’ their products free of cost.
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GORDION FASHION POP-UP BAZAAR
Gordion Ankara, Turkey
Owner/Management Company: Multi Turkey Gordion’s ‘Fashion Pop-Up Bazaar’ area features a rotating roster of retailers offering advantageous discounts, and is host to a variety of themed performances, charitable initiatives, and special events.
WEBUBBLE V2
Kanyon Shopping Center Istanbul, Turkey
Owner: Eczacıbaşı Group and İŞGYO of Turkey Management Company: Kanyon Kanyon’s innovative ‘WeBubble’ app engaged visitors to catch bubbles with their mobile device to earn instant discounts, and to accumulate points redeemable for gifts and services at participating retailers.
BABY RACE
MEGA Ekaterinburg Ekaterinburg, Russian Federation
Owner: IKEA Mos Property and development Management Company: IKEA Centres Rus Operation MEGA’s ‘Baby Race’ campaign featured a unique in-centre event to find the fastest crawler, combined with a series of tenant- run classes on fashion, child safety, and toys and games for the developing baby.
WATERMELON FEST
MEGA Teply Stan Moscow, Russian Federation
Owner/Management Company: IKEA Centres MEGA’s sales activation campaign to generate increased sales and footfall at their food court and centre retailers, included a unique spend and win initiative gifting eligible shoppers with a fresh watermelon.
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BE SHOPPING
Shopping Centre Le Befane Rimini, Italy
Owner: Nisa srl (Credit Suisse)/ Commercianti indipendenti associati (Conad) Management Company: CBRE Le Befane’s in-centre kiosks, website, and mobile app, allow Be- Fan Card holders to record purchases, receive exclusive offers, and to redeem points towards retailer products and services.
UNCONVENTIONAL SALES!
Larry Smith Italia Milan, Italy
Larry Smith Italia executed a coordinated communications campaign across 12 portfolio centres during their February, May, August, and November ‘unconventional’ sales promotion periods.
MOBILE COUPON CAMPAIGN
Sørlandssenteret Kristiansand, Norway
Owner: Olav Thon and DNB Management Company: Olav Thon Sørlandssenteret’s multifaceted Mobile Coupon initiative uses email blasts, social media ads, digital newsletters, SMS technology, and a mobile app, to extend individualized offers to their registered users.
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ZORLU NEW YEAR VILLAGE FESTIVAL
Zorlu Center Istanbul, Turkey
Owner/Management Company: Zorlu Property Group Zorlu Center’s annual ‘New Year Village Festival’ featured 30 bespoke retailers, a unique holiday tree, giant glass ornaments, and an impressive and varied series of music, dance, and street performances.
FORUM: HELPING YOUTH TO STAY CONNECTED!
Forum Erzurum, Forum Istanbul and Marmara Forum Istanbul, Turkey
Management Company: Multi Turkey Marmara Forum, Forum Erzurum, and Forum Istanbul capitalised on the launch of Turkey’s national 4.5G network to offer internet data packages to shoppers meeting the minimum purchase amount.
THE RIBBON LOTTERY
Bielawy Shopping Center, Torun, Poland Czyzyny Shopping Center, Krakow, Poland Osowa Shopping Center, Gdansk, Poland Platan Shopping Center, Zabrze, Poland Tulipan Shopping Center, Lodz, Poland
Management Company: Apsys Poland Visitors with retailer receipts were given the chance to stand beneath a 7m tall umbrella made from 4,000 colorful ribbons, pull on ribbons of their choice, and be ‘showered’ with prizes.
34 35 ICSC London Office Phone: +44 20 7976 3100 29 Queen Anne’s Gate Fax: +44 20 7976 3101 London, SW1H 9BU E-mail: [email protected] United Kingdom www.icsc.org/europe