Company: China Resources Land Limited
Company Description: China Resources Land Limited (CR Land, HK1109) is a strategic business unit responsible for city construction and operation under China Resources Group, a Fortune Global 500 company. CR Land sticks to the brand philosophy of "better quality better city" , works to transform cities with high quality products and services.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Retail
 Nomination Title: Shenzhen Mixc World created the NOMADIC VOYAGE theme event as a field content platform
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
2023.4-2023.9
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 141 words used.
Genesis
Post-Pandemic Desire for Nature: As a popular and high-traffic mall, Shenzhen Mixc World has keenly observed changes in the market and consumer demand, continuously rolling out innovative space operations. In 2023, inspired by "nomadism" and "outdoor life," it debuted a nomadic-themed camp spanning over 1,500 m², transforming the shopping center's activity area into a creative camping-inspired space. This camp became a city-wide sensation, garnering over 10 million exposures and attracting a large number of customers, thereby improving both performance and brand exposure.
Reasons
1. To increase footfall and address the issue of commercial atmosphere fragmentation caused by building and space renovation in less-visited areas of the shopping center.
2. To overcome the problem of weak long-term operation and explore long-term operation space .
3. To create a public space that can house community activities, convey the brand’s cultural values .
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 152 words used.
Development
- Space Planning & Scene Content Creation: Utilizing a 1,500 m² camping space, the project team recreated an authentic North African outdoor style. This included a 400 m² camping tent, real green cacti from the desert, a log outdoor stage, and scenes of the Atlas Mountains and hot air balloons. To address issues of fragmented commercial atmosphere and obstructed footfall, the team added more props, sales and rest areas, and provided a rich dining and wine experience along with diverse stage performances. These enhancements encouraged customers to stay longer and deepened their visual engagement with the scene through on-site prop materials.
- Brand Resource Leveraging & Community Activity Experience: As a public space operator, the project team collaborated with over 20 outdoor and catering brands that share similar cultural values. they hosted camping parties and created the city's hot spot events at low costs, resulting in a new high in retail sales.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 225 words used.
Results
- Footfall once again reached a new high. On the first day of the event, the footfall accredited to the project reached the highest point of the year (over 230,000), Compared in 2022, the average daily footfall increased by 30% during the event!
- During the nearly three-month event, retail sales increased by almost 3 million, and rental income rose by 1 million, greatly exceeding expectations.
- A model for complex and in-depth experiences in public spaces was successfully built. The project team extensively explored the value of content operation in commercial public spaces, inventing and implementing the "scenario + retail" model. They introduced high-level, innovative content and highly topical retail brands, leading to over 20 million related posts across social platforms and generating tens of thousands of interactions. This unique experience, was widely imitated by industry peers. The event received unanimous praise from customers (95% likely to recommend it & 84% hoping to repeat the experience). As a result, the project's influence rose rapidly.
- Brand resources were consolidated to enhance market following and commercial atmosphere. The project team established a quarterly rotating brand display and sales space, immersing the consumer community in the brand culture. Leveraging the brand's vertical influence, they organized numerous community activities. Covered by nearly 80 media outlets, invigorated the commercial atmosphere and solidified the status among the nation's top shopping centers.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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