Shopping Center Management Corporation, Pasay City, Philippines

Name of Organization / Company: Shopping Center Management Corporation, Pasay City, Philippines

Category: Award for innovation in General Information Apps

Entry Title: SM Supermalls Mobile App Download & Win

Entry:

BACKGROUND
Driven by its vision to provide consumers with a shopping experience that is responsive to their changing needs, in ways that are distinct and unmatched by competition, SM Supermalls launched its mobile app as a key component of its digital marketing strategy.

With the Philippines being one of the fastest-growing internet population in the world and third highest in Southeast Asia; and having a monthly average of 1.8 million shoppers accessing the free WiFi service in over 50 SM malls nationwide, a handy shopping companion to personalize the malling experience and make it more convenient using an innovative mobile app was clearly the way to go.

CHALLENGE
How to acquire more shoppers into downloading the app on their mobile phones?

STRATEGY
In the 2015 Global Web Index study, it was revealed that about 23% of mobile phone users in the Philippines are playing games on mobile. Also, the study noted that casual games fit easily into the busy lives of many digital millennials.

In view of this, SM Supermalls thought of coming out with a digital promo through a game that would encourage downloads. The game must be unique and should incentivize the users to play.
The game should be an engine within the mobile app so that it can be quickly launched any time, any season and in any campaign. The engine was tagged under the banner, "Download and Win," the first-ever digital scratch card for mobile launched in the local market for both iOS and Android.

The game was in partnership with an equally well-loved brands, the country’s top 3 telco brands, Smart, Globe and Sun Cellular and with one of our tenants, Krispy Kreme.

EXECUTION
All users are prompted to sign-up to the app in order to participate in the Download and Win Promo. There's EASE in PARTICIPATION. Upon opening the app, the user is given a unique digital scratch card to play with daily.

All winners are immediately given their SMS notification containing their claiming code. This is INSTANT GRATIFICATION AND NOTIFICATION.

RESULTS
During the campaign duration, the average app installs per month has more than tripled at 23,900 from the average monthly app installs of 7,270. App Sign ups have also increased from 51% to 81% or 65,000 with a recorded 159,770 total times the game has played and 32,715 total unique players.

The campaign also garnered a record-breaking promo redemption rate of 82% proving that the movie app game did not only generate the needed downloads but also drove people to the mall to redeem their prizes.

As a bonus, the team has saved over $11,575 USD more than the amount of total spending, $8,745 USD, for promotions, prizes and in-app game engine development.

Truly it was a great success which transpired from the actual users of the mobile app raved on social media who showed not only their appreciation but became the ambassadors as well tagging their family and friends to encourage them to download the mobile app.

SM Supermalls Mobile App Download and Win also won the GOLD award for Marketing Excellence- Emerging Technology in ICSC (International Council of Shopping Centers) last October 11, 2016.

Credits: Digify, Incorporated