AL Marketing Scoops Award for Arena Mall, Hungary

Zoё Enever


We’re over the moon to announce that our client, Arena Mall in Hungary has won a silver award at this year’s ICSC Solal Marketing Awards.

The awards bring together the very best of retail marketing across Europe and South Africa to reward and celebrate the most effective campaigns.  By recognising best practices and outstanding marketing performances, the ICSC Solal Marketing Awards are seen as a benchmark of quality throughout the industry, so this award win is a major coup for both AL and Arena Mall.

Our senior creative and client services team joined the team from Arena Mall at Glaziers Hall in London on Wednesday 25th September 2019, to see a total of 38 retail destinations from across Europe, bagging awards on the night.

AL Marketing submitted our entry on behalf of Arena Mall in the Strategic Marketing category, which recognises the results of multi-layered campaigns, which embrace a blend of disciplines such as advertising, digital, PR and events.

The submission came about through the unprecedented success of our refreshed marketing approach.

Having celebrated growing success as Hungary’s leading fashion shopping destination for some 10 years, in 2017 both AL and Arena Plaza began to notice a change in customer behaviour. With the pressures of a reduced marketing budget, challenging media options and local competition, we were forced to rethink our marketing approach.

Our solution? A year-long marketing campaign challenging visitor’s perceptions about immigration, politics, and gender roles, was rolled out across multiple channels and incorporated solid research, reflective of social and cultural issues, to produce exceptional results.

With sales uplifts during each campaign period exceeding +10%, this equates to an ROI of 1232 based on a creative and media budget for all activities and was clearly a winning formula.

Find out more about our the project here

See the award entry

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