Tanja Gerber, Marketing Manager at Cavendish Square has been invited to represent Primedia Unlimited’s shopping centre marketing specialists the Primedia Lifestyle Group, at the 13th ICSC European Marketing Conference in Copenhagen in June.
The company is certainly living up to its ethos of constantly innovating – it has been confirmed as having 15 finalist positions in this year’s International Council of Shopping Centre’s Solal Marketing Awards.
“This is such a fantastic opportunity for the company, and for the South African retail industry to showcase effective local shopping centre marketing campaigns on a global stage,” says Lee-Ann van der Schyff, Regional Marketing Manager for the Primedia Lifestyle Group.
“Tanja will be presenting a case study on a campaign entitled ‘The Exchange’ along with two other 2014 gold Solal winners. This particular promotion won a gold Solal award in 2014.
The Exchange campaign was created to assist The Organ Donor Foundation of South Africa (ODFSA). It asked affluent and fashion-forward shoppers to “exchange” their organs for fashion items.
Tanja explains: “The basic concept offered shoppers visiting the pop-up store an exclusive item of fashion, which was donated by participating fashion designers, in exchange for the shopper’s registration as an organ donor with The Organ Donor Foundation. By the end of the campaign, donor registrations increased by 805, the ODFSA’s Facebook page increased by 628% in less than four weeks and of all the signed-up donors, 759 of them came from Cavendish Square. With each organ donor potentially saving seven lives, the 759 sign-ups could theoretically save 5 313 lives!”
“The opportunity to go to Copenhagen is a fantastic nod of approval from our global peers in the industry and illustrates that South Africa offers authentic and effective shopping centre marketing excellence.”
“We wish her a fantastic trip and are confident that not only will she be sharing South African insights, but that she’ll return with a wealth of knowledge on international retail trends that she can in turn share with the team,” says Lee-Ann.