On June 23rd, at 2021 CCFA Shopping Center & Chain Brands Development Summit held in Shanghai, " CCFA Golden Lily Awards ", which is known as the Oscar Awards in China mall industry, was officially unveiled. "Chinese New Year Gargoyle Campaign", SM China's new year ground breaking project that gives a fresh perspective to traditional Southern Fujian culture, won the "2021 CCFA Golden Lily Award for Excellent Marketing Practice ".
Hedy Hu, (Second from the left in the front row) Marketing Manager of SM City Xiamen received the case set on behalf of the project
During the Spring Festival of 2021, SM China, which is deeply rooted in Fujian Province and started its business in Southern Fujian, joined hands with local young artists to launch "Chinese New Year Gargoyle Campaign" in Xiamen, refreshing “Gargoyle”, the iconic architectural element of Southern Fujian, to be innovative and fashionable culture IP.
"Chinese New Year Gargoyle Campaign" KV
Gargoyle, a drainage component perched on the eaves of the house, was first brought back to Southern Fujian by overseas Chinese in Southeastern Asia, and has been regarded as symbol of " Guardianship " by Southern Fujian people. After 2020, SM team attached great importance to mall guardianship, “guarded” 2021 Spring Festival from "Thematic display, Interactive activities and Cultural communication" and gave "new life" to the fading "old thing".
From January to February in 2021, SM City Xiamen, SM Lifestyle Center and SM skywalk were connected into "Southern Fujian People's House" and "Gargoyle Museum". Citizens and tourists met with childhood gargoyles, innovative coffee and other kinds of souvenirs, choosing guardian gifts to wish for good luck in the New Year. They could also make painted white porcelain and Intangible Cultural Heritage Jincang embroidery to bring their own gargoyles home... Gargoyle was once again given the responsibility of guardianship, creating an intelligent "Hand Sanitizer Spray Zone" for epidemic prevention & control.
Mall Display during SM Chinese New Year Gargoyle Campaign
Campaign DIY Site & Souvenirs Experience
The campaign formed a closed loop of online & offline activities in the form of "Online Gathering • Heart Reunited" pilot video, "Live Broadcasting on Firing Fish Ceramics", "DIY Your Own Gargoyle" and so on, with total participation scale of over 3.7 million persons , and with pilot video PV of about 2.8 million. In response to the government's epidemic prevention requirements, SM China empathized with customers and struck a chord with their hearts. This campaign showed cultural inheritance and protection, drawing a number of heated responses from the society because of the "consistency with local community”: during the period, the passenger flow increased by 11.7% year on year, the traffic flow increased by nearly 10%.
"Online Gathering • Heart Reunited" pilot video