Wharf China Estates Limited - Innovation in the Use of Events
Company: Wharf China Estates Limited, Chongqing IFS, Chongqing, China
Category: Award for Innovation in the Use of Events
Nomination Title: Chongqing IFS “Love . Found” – Building Iconic Landmark
Essay:
Chongqing IFS “Love . Found” – building a new city’s iconic landmark CHALLENGES COMPETITION – Chongqing (30 million population) is the most competitive shopping malls market in China. Jones Lang revealed its total mall floor area doubled in 2018 making shopping mall stock per urban consumer 4 times that of first-tier cities in China!
LOCATION –
Existing luxury shopping complexes are mostly located in the congested city center. As a new player, Chongqing IFS(CQIFS) chose emerging commercial area planned as future fashion district. Developing a visitation habit to this new district was critically important.
OBJECTIVES
1) ESTABLISHING THE DESTINATION of Camellia Plaza within CQIFS as a new landmark of Chongqing.
2) ATTRACTING VISITATION by turning CQIFS into a fashion district.
3) BUILDING EMOTIONAL BONDING with young affluents.
TARGETS
Competitors had already snapped up the cream of the local high- end customer base, so CQIFS expanded to the nation’s fastest growing segment of young affluents. This group of social and financial “climbers” has a higher disposable income and is eager to elevate social status through affiliation with international brands on par with first-tier cities.
INSIGHT
Chongqing is an ancient city, and most of its landmarks are related to monuments. When its GDP is the highest in China for 3 years, there is a clear opportunity to create a new landmark symbolizes this new energy. The naming of Camellia Plaza was no accident – research showed Chongqing people equate the fire red color of their city’s official flower emblem Camellia with the meaning of “ideal love” that best represents the passion of the contemporary Chongqing.
STRATEGY
CQIFS would use a destination marketing strategy that aligned its brand with the new enthusiasm of Chongqing people, and positioned Camellia Plaza as an iconic landmark that could represent the new Chongqing world stage, like the Olympic Bird Nest of Beijing. Success would be measured by the visits, usage and media coverage of the new icon.
VISUALIZING CHONGQING PEOPLE’ PRIDE
CQIFS partnered with a renowned Italian artist to create the giant outdoor sculpture of “When Panda Meets Camellia”: the panda symbolizing China found warmth of love from 100 fiberglass camellias representing Chongqing, thus decided to stay with this beautiful city. This romantic story of “LOVE.FOUND.” was different from the ancient myths and war stories connected to most landmarks in the city and spread quickly across social media.
THREE DIMENSIONS USED TO BUILD SUSTAINED TRAFFIC:
1) influencer marketing to demonstrate usage in the destination;
2) continuous activations to turn CQIFS into a cultural hub for young affluents;
3) partnership with government to elevate mall’s status & strengthen bonding with people
EXECUTION Refer to attached video.
RESULTS OVERWHELMING MEDIA COVERAGE & FOLLOWERS’ RESPONSE
Over 1,190 earned media coverage, including 238 international coverage.
“LOVE.FOUND.” earned 2.5 million web mentions in Baidu (the national search engine) . Total brand mentions on Baidu reach 5.5 million web pages in the first year.
WeChat followers grew by 377% and readership grew by 145%, CQIFS’ WeChat Service Account soon became the highest used shopping mall account in Chongqing.
OUTRAGEOUS BUSINESS CONTRIBUTION
Traffic increased by over 190%, bringing in a sales increased by 130%, five times more than industry average! Categories eyeing young wealth class performed the best: 345% growth in beauty and cosmetic’s, 205% in shoes & bags, 164% in watch & jewelry, and 146% in sportswear. VIP members increased by 296% and VIP sales increased by 199%, three times the KPI targets!
EXCEPTIONAL MERITS
Partnership with Chongqing government on the annual flower exposition was an important event of Chongqing, which helps attract domestic tourists. Landmark marketing differentiated CQIFS from local malls, attracting over 20 international brands to debut flagships in CQIFS. The success of this strategy earned the CQIFS “Innovation Use of Event” in Asia- Pacific Stevie Awards.
Links:
Chongqing IFS “Love . Found” – building a new city’s iconic landmark: https://youtu.be/NHv6JDhpzUQ
https://www.instagram.com/p/BoXAzaZH7CV/?utm_source=ig_share_sheet&igshid=usir5t5vijwg
https://mp.weixin.qq.com/s/rQ6GLMkevDo7k73ZDYGxSwhttps://mp.weixin.qq.com/s/uu5EZZxmFDj3BrKOqLR0qw