Primedia Unlimited’s shopping centre marketing consultancy Primedia Lifestyle scooped five awards at this year’s European ICSC Solal Awards in Budapest, Hungary on June 7th. It received a gold award for its community-orientated Chatsworth Centre campaign and four silvers for Gateway Theatre of Shopping , Musgrave Centre, Menlyn Park Shopping Centre and Cavendish Square Shopping Centre.
Its Chatsworth campaign tapped into the ability of a mall to serve as a custodian of the community and positioned it as as a retail destination that cares about its patrons. MD Doug Mayne says; “This campaign is proof of our ability to produce world-class innovative work for our clients that not only reflects our thorough understanding of the markets in which they operate, but also underpins our ability to employ a new style of mall marketing to great effect.”
The Chatsworth campaign centred on its location in the heart of a community that has been ravaged by the popular drug “Sugars”. The centre identified the need to talk to primary school children in the community. Mayne says: “Following extensive research, our marketing team came up with the idea of creating a comic book – “Sugars: The Bitter Truth” – that addressed the serious effects of the drug in the community, especially amongst the youth.”