SM Supermalls wins gold award in ICSC competition

04:48 PM September 27, 2012

SM Supermalls, Shopping Center Management Corp. was given the gold award in the 2012 Asia Pacific Shopping Centre Awards competition of the International Council of Shopping Centers (ICSC) at ICSC’s RECon Asia Convention held recently in Shanghai, China.

The award recognizes the outstanding achievement in marketing and design and development of retail properties throughout Asia.


SM Supermalls, Shopping Center Management Corp. was cited for its work in digital media marketing, a category which promotes strategic programs and plans through websites, online branding campaigns, social media (blogs, social media sites) and/or mobile marketing (text messaging, mobile websites, mobile directories, etc.) to achieve brand and marketing communication goals for a shopping center or company.

The center won for its SM Supermalls iButterfly Hunt which took advantage of the fast growing smartphone market in the Philippines. Eight SM Supermalls filled the virtual reality sky with the SM iButterfly, a mobile application using three technologies: Augmented Reality, GPS and Motion Sensors.


The app engaged and rewarded SM Supermalls customers in a fun and interactive way through their Android and iOS mobile devices. By catching Augmented Reality butterflies, customers were rewarded with various prizes such as instant freebies, purchase add ons and discounts, thereby enhancing their shopping and dining experience.

Professional recognition for this award was given to SM Supermalls’ Teresita Sy-Coson, director; Annie Garcia, president; Grace Fornier Magno, vice president for marketing; Jac David Pimentel, senior digital marketing manager, and Martin Jesse Herrera, digital marketing manager.

The gold award made SM Supermalls, Shopping Center Management Corp.  automatically eligible to win ICSC’s VIVA Best of the Best Award.  The ICSC VIVA Best of the Best Awards, which recognize the shopping center industry’s most cutting-edge properties, innovative solutions and creative responses to market trends throughout the world, will be presented during ICSC’s annual convention, RECon, May 19-22, 2013, in Las Vegas, Nevada.

Founded in 1957, ICSC is the premier global trade association of the shopping center industry. Its more than 55,000 members in over 90 countries include shopping center owners, developers, managers, marketing specialists, investors, retailers and brokers, as well as academics and public officials.  As the global industry trade association, ICSC links with more than 25 national and regional shopping center councils throughout the world.  For more information, visit

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TAGS: Business, international council of chopping centers, marketing award, shopping center management corp., sm supermalls
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