Six Multiplan malls competed for the ABRASCE 2019 Award and two of them – BarraShoppingSul and ShoppingVilaOlimpia – won awards in the Institutional Campaigns and Events and Promotions categories. The event, held on September 9, honored the industry's best initiatives in 2018.
In the Institutional Campaigns category, BarraShoppingSul won Gold with the BarraShoppingSul and POA Jazz Festival project. The jazz festival has expanded the boundaries of the city, state and country and is today recognized as a world festival. The event is in its 5th edition and has already won the Best Festival of the Country award, as well as being one of the mall 's biggest contributions to the cultural scene of Rio Grande do Sul.
In the “Events and Promotions” category, ShoppingVilaOlímpia won the Bronze with the Father's Day 2018 - Race Driver's Day Project. Far beyond traditional giveaway promotions, the mall has invested in something that can't be displayed in the mall or stamped on their ad photos: experience. For every R$ 250 in purchases, customers were able to exchange their sales receipts for coupons to compete for a “Race Driver's Day” for 30 people, in an exclusive event at the Velo Cittá racetrack. And a 31st recipient won a 7-day trip with the right to a companion to visit an International Auto Show among the top 3 in the world: Paris, Detroit or Geneva.
During the promotional period, the venture also hosted an exhibition with the cars that would be driven by the winners – Ferrari, Porsche, Maserati, Audi, among others – which further boosted the interest in the event and the flow of visitors to the mall. On “Race Driver's Day”, the lucky winners' experiences were complete: an exclusive event, with brunch, at the race track, Espaço Prana (a mall tenant) massage chairs and the opportunity to drive the cars they had seen on display at the mall. The result was the participants' emotions captured as seen in the video below, which was aired on social networks.
Congratulations to the winning malls!