SM Supermalls China took home 3 Gold and 1 Silver awards conferred by ICSC Global Awards on May 20 (Beijing Time), Las Vegas, one of which made this year's only Best of the Best, after receiving 1 Gold, 4 Silvers and 2 Bronzes from 2024 Asia-Pacific Stevie Awards.
ICSC Global Awards are the most recognized achievement for professional excellence in the marketplaces industry, consist of MAXI Awards, Global Design & Development Awards and Visual Victories Awards. The MAXI Awards recognize innovative events, programs and technology that add value to the marketplaces industry. This year, 70 entries are selected from the thousands worldwide for the finalist, and 49 gold and silver awards are eventually determined.
The program focusing on social integration of people with autism initiated by SM Xiamen, "Hi Tree! We, Forest", was recognized as Gold award winner in the category of Community. Moreover, standing out from 22 golds in 7 categories of ICSC MAXI Awards, this nomination was finally cited as the only Best of the Best this year.
Under the Experiential category, SM City Chongqing received the Gold award. While SM City Tianjin and SM City Chengdu clichéd Gold and Silver awards for Integrated marketing initiatives.
Hi Tree! We, Forest
Joined hands with SeeekLab, SM created an easy-to-access channel - "Hi Tree! We, Forest" new media art exhibition - to help the public contact, recognize, integrate with people with autism and create social value together. Beyond the exhibition, various communities and communication strategies are engaged and adopted.
The initiative was well recognized by the society: 447K people exhibition visitors, voluntary engagement of 53 non-profits orgs and enterprises, 15.39 million media impressions, etc. The ticket and merchandise sales were donated to the groups with special needs.
CHIC SURGES, HANGFOOK OCCURS
Given the approaching Year of the Rabbit, SM broke the inherent usage of rabbit image and Chinese Red for Chinese New Year, engaged the internet-celebrated 'HANGFOOK' bunny artwork to debut 'HANGFOOK' exhibition in Chongqing along with series of cross border events to resonate with crossover communities through innovative malling experience via multiple channels.
The campaign newly hired 22 thousand SM membership and gained totally 2.81 million views of exposure.
Space Loop
Taking the advantage of 560k-sqm project volume, SM City Tianjin took aim at new generations, worked with Taihe Music Group and 59 B-end resources to launch Tianjin's first shopping center music festival with a capacity of 10 thousand people. Besides, the mall gathered four themed bazaars and eight trendy sports to make itself a unique destination for mall-goers.
During the period, the foot traffic has accumulated over 2.8 million visits, driving a 23.58% increase in the in-mall tenant sales, with over 62.38 million omni-channel media exposures.
Chengdu Fun Games @SM
Integrated with the 31st Summer Universiade in Chengdu, SM launched the special-designed series of "Tech + Sports + Sales Promotion" events., so as to create a fun, hot, and sales-oriented youth social hub. The accumulative interactions across the whole-mall sports activations reached 157 thousand times.
A hike of 153.8% in membership was achieved along with a 65.55% and 72.3% growth in foot traffic and sales respectively, and a total of 7.4M exposure.
In 2024 Asia-Pacific Stevie Awards, SM City Yangzhou claimed top spot in the innovative use of viral media/word of mouth, SM Xiamen and SM City Suzhou settled for the silver awards for achievements in corporate social responsibility, SM City Zibo and SM City Chongqing won the silvers for the innovations in the use of events and content marketing respectively, and SM City Tianjin as well as SM City Chengdu were awarded as bronze winners in content marketing and consumer events.
