On July 14th, the 2021 Asia Pacific Stevie Awards, the prestigious international awards competition that acknowledges innovative efforts of businesses in the Asia-Pacific region were officially announced. SM Supermalls, a subsidiary of SM Group, scooped 13 awards for its innovative performance in the professional field.
The 2021 Asia Pacific Stevie Awards were selected from more than 900 entries in 15 categories from 29 countries and regions by a panel of over 100 professional judges in Asia-Pacific region. SM Supermalls China reaped one gold, one silver and three bronze awards. The Tree of Moment campaign of SM Xiamen Lifestyle Center won a Gold Stevie under Innovation in Marketing while SM City Xiamen bagged a Silver Stevie for its SM Planting Grass Festival under the Communication/PR category. Bronze awards were given to SM City Chengdu, SM City Chongqing and SM City Tianjin for the campaigns Enjoying a Natural Wonderland, SM First Sweet Watermelon Festival and Back to Super Dinosaurs’ World respectively.
SM malls in Philippines won two golds, two silvers and four bronzes. The SM Buddy program and “Leading Change in the ‘New Reality’” campaigns brought home Gold Stevies for Most Valuable Pandemic Response, and Innovation in HR Management, Planning and Practice, respectively. The Safe Mailing at SM campaign and SM’s Riders Program were awarded Silver Stevies under the Communications/PR and Most Valuable Corporate Response, respectively.
“We are honored to be recognized at the Asia-Pacific Stevie® Awards, as this represents SM Group's continuous innovation in the field of professional operations and social responsibility,”Steven Tan, President of SM Supermalls, said at the virtual ceremony, “ We insist on the innovative thinking in creating campaigns that benefit the community and uplift people’s lives especially during these difficult times. In the ever-changing daily competition, innovation is a concept that SM Group always abides by."
Tree of Moment
"Tree of Moment” created a large-scale public campaign with new media art installations, breaking the social barriers of strangers and turning SM Xiamen into a "common urban memory retention station" with different stories. "Everyone in the project can find empathy through UGC (User Generated Content) original content!"
With the concept of "Connection and Symbiosis", the campaign presented a series of activities such as comics, reading, movies and concerts... within one month (June to July 2019), its media exposure exceeded 30 million times and the number of participants was about 3 million, allowing the "Tree of Everything" to blossom into infinite possibilities.
SM Planting Grass Festival
SM City Xiamen took the "2019 SM China Earth Hour" as the starting point and joined hands with the local original IP-UGLY to encourage the public to happily "plant grass" for a better environment.
The campaign featured UGLY as the ambassador, setting up scenes such as "Landing Flowers", "Guarding Freedom" and "The Road to Life". It adopted various innovative forms such as animated video, hand-drawn graphics, naked-eye 3D painting, mirror interaction and other forms in order to carry out multiple online and offline warm-up events. The 49-day Festival attracted nearly 100,000 participants and more than 2 million media exposure.
Enjoying a Natural Wonderland
In May 2020, SM City Chengdu, together with Chengdu Museum and Behring Global Educational Foundation, launched the "Enjoying a Natural Wonderland" exhibition. It introduced rare wildlife specimens, integrating visual, auditory and tactile interaction, allowing customers to get close to nature, get to know wildlife and learn how to better protect nature.
The campaign united tenants, public transport platforms and bus company to encourage a green lifestyle and boost economy. It also united public welfare organizations to prepare free science mystery boxes and sell cute peripherals for charity...attracting more than 100,000 people to participate together.
SM First Sweet Watermelon Festival
From July to September in 2020, SM City Chongqing created the First Sweet Watermelon Festival, providing more "green" and "sweet". In the first summer after the epidemic is alleviated, the customers' initial "summer memory" was awakened.
Watermelon Sports Meeting, Supercar Race, Love hug, watermelon party and the parent-child feast ...... a series of unique activities to let Watermelon Festival have full of joy! The festival also helped children's brands achieve 1.8 million exposures through live broadcast; in consumption poverty alleviation project, customers can shop online, to contribute to helping melon farmers.
Back to Super Dinosaurs’ World
In 2020 summer vacation, SM City Tianjin introduced the "Movable dinosaur museum" into mall for the first time, featuring an 18-meter simulation of Brachiosaurus and 100 groups of primitive forest landscape, which was integrated with an original ecological mountain forest of 500 sqms and modern people in an interesting way.
SM cooperated with local museum, integrating "Dinosaur Knowledge Lessons", "Little Dinosaur Parade", "Dinosaur Themed Theater" and other forms, accompanying nearly 900,000 parents and children; media exposure reached 7 million times.
SM Buddy
SM Buddy campaign of SM Supermalls North Luzon offered help to its 2.3 million Facebook followers by its efficient virtual shopping assistant amid the pandemic. Through the service, around 60 local delivery providers with more than 2,500 local riders have benefited and were able to provide jobs for tricycle operators by encouraging them to become delivery riders as well.
Leading Change in the New Reality
SM Supermalls’ s HR Division pivoted the programs anchoring on three pillars that shape life in SM – purpose, passion and performance, with the well-being of employees as its priority. Through these various employee programs, SM Supermalls was able to retain 98% of its high potential talents.
#SafeMallingAtSM
SM Supermalls was recognized for its effective execution of the #SafeMallingAtSM public information campaign that comprehensively details all safety and sanitation measures for all shoppers, employees, and tenants of its malls nationwide. It realizes "Worry-free Shopping" with thoughtful and innovative service
SM’s Riders Program
SM’s Riders Program in the Philippines collaborated with local government units to identify those who needed jobs and could become local delivery riders and offer their services in paying bills, buying medicines and groceries for those in quarantine. From May 2020 to March 2021, the program has helped over 1,000 riders and over 4,000 MSMEs with total sales of about 18.2 million RMB.
Established in 2002, the Asia-Pacific Stevie Awards is a prestigious international business awards competition that is open to all organizations in the Asia-Pacific region. The focus of the awards is on recognizing innovation in all its forms by outstanding international companies.