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Academy Aberdeen Retail Centre Wins at BCSC Awards

22nd May 2014

The Academy Aberdeen retail centre has won a Purple Apple ‘Pip’ award at the British Council of Shopping Centres’ (BCSC) national marketing awards ceremony.
The BCSC Purple Apple Marketing Awards are the only awards which recognise and reward effective shopping centre marketing within the UK shopping centre sector. The awards showcase new industry standards of innovation, delivery and performance, taking shopping centre marketing to the next level.
The Purple Apple Pip award recognises and celebrates talent within smaller centres. The Academy, managed by Capita, picked up the award in the ‘Best use of Digital’ category for their successful ‘Pimp my Mate’ campaign held in September 2013.

Targeting its key male student market, Pimp my Mate was a tongue-in-cheek challenge to current and potential customers, inviting them to nominate a mate for a ‘pimping’ session at the centre. Essentially a male makeover, the Pimp my Mate campaign took place via Facebook, increasing the centre’s following by 89%, but more importantly converting into real time visits and purchases, with footfall up 4.2% and sales up 4%.
The judges commented on the award entry: “The Judges thought the story was told well as to why the centre did what they did and how they went about ensuring that all the retailers got involved.  They liked the quirky idea and thought it was good to see a targeted campaign addressing the changing needs of the Centre, carefully considering target audience.  Results were well presented, and clearly exceeded expectations.”
Capita also manages the Royal Priors Shopping Centre in Leamington Spa which won a Purple Apple merit award for its ‘Window of Fame’ community campaign.

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