Company: Mixc World, Shenzhen, China
Nomination Submitted by: CR Land
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 boosts turnover by 200% by creating a new BISTRO street with 17 catering brands
- 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:
The campaign started from Dec. 3, 2021 to Jan. 23 2022, lasting for nearly two months.
- 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 130 words used.
The Covid-19 pandemic brought a plummeting of customer traffic by 80% to 90%. The street in Mixc World, called INSTREET, consists of restaurants serving global delicacies. At that time, these outlets were prohibited from providing dine-in services, amounting to less than 50% of the usual turnover.
In light of the difficulties facing the tenants, the project team of Shenzhen Mixc World unveiled a new brand mix that provides brunch at daytime and serving drinks at night. As for creating a nighttime social space, Shenzhen Mixc World announced a new concept, named Bistro Instreet, with a grand opening ceremony and sales promotion to help tenants go through the hard times and boost their confidence. Besides, the brand of Bistro Instreet was built up with good reputation and millions of media exposures.
- 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 230 words used.
1. Expand brand influence, promote the BISTRO culture, and convey to the consumers in the city that Instreet is the first choice for drinks, hanging out with friends, and socializing at night;
2. Recover the customer traffic and gradually increase to the peak level of 20,000 per day pre-Covid;
3. Gradually raise the monthly turnover of the Bistro Instreet restaurants to more than 120% of pre-pandemic levels.
1) Weekend Live Show: Starting from 3 December, jazz performances were held every weekend and lasted nearly two months, to echo the positioning of international and high-end restaurants and to create a modern social vibe at Instreet;
2) #RANDOM DRINK, a free drink-tasting experience: all 17 new Instreet restaurants participated in the event and set up mystery boxes with free drink vouchers, generating more traffic to the restaurants so as to unlock the hidden drink menu and watch the shows from the guest bartenders on the spot;
3) Collaborated with the famous domestic review app Dianping and planned a topic called "Get Drunk Randomly at Instreet, Shenzhen Mixc World" together with the Instreet restaurants. Guests were encouraged to post their experiences online and collect rewards, to help promote the Bistro Instreet brand and attracted customers;
4) Shot series of short videos on Instreet new openings to support the new brands with visual contents and enhance the brand image of Instreet.
- 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 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 226 words used.
1) The opening ceremony of Bistro Instreet became a hit in the city. The event hashtag views at the vertical food review app Dianping exceeded 860,000, and 11 well-produced #Instreet New Openings videos were reposted more than 1000 times. Shenzhen Mixc World became the first place of hot-search ranking among local malls. About 100 posts sharing their restaurant-visiting experience were created on RED, the hottest lifestyle app. The related contents on Weibo gained thousands of both comments and reposts for over 130,000 entries in the search results.
2) During the event, the customer traffic soared in Bistro Instreet, exceeding 40,000 per day at highest point, which is twice of previous levels. As a result, the percentage of total customer traffic in the mall increased by 15%.
3) Because of the substantial increase in customer traffic, restaurant turnover also increased by 120% on year on year, and the turnover on Christmas rose by more than 200% on a month-on-month basis.
The opening of Bistro Instreet in Shenzhen Mixc World has successfully created a premium social space for nighttime drinking. It has also helped restaurants and tenants go through these difficult times. Not only did it promote the Bistro culture and expand the brand influence of Instreet, but it has also become a new destination for young people hanging out at night in Shenzhen.
- 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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