Page 23 - 2025AwardsWinners

RLI Most Innovative Marketing Campaign

This award took the opportunity to recognise a campaign that didn’t just capture attention - but transformed
the way audiences connect with a brand.

TRAFFORD CENTRE
WOWBEING
TRAFFORD CENTRE,
MANCHESTER, UK,
BY BWP GROUP
With this marketing cam-
paign, Trafford Centre & BWP Group aimed to
go beyond past campaigns with a pure focus
on diversity. This year, they challenged beauty
norms, celebrating wellness from within. Ditch-
ing glossy perfection, they showcased real peo-
ple and perspectives, cutting through industry
jargon to offer authentic guidance in a noisy
wellness landscape. The campaign goals were
to promote wellbeing alongside inner and outer
health and beauty, increase category awareness
for health and beauty amongst a broad range of
customers and embrace a healthier and more
beautiful you and welcome the ‘wellness era’.
With approximately 62k visitors per day, the ful-
ly integrated campaign targeted key audiences,
identified through CACI research and extensive
profiling based on geography, interests, behav-
iours and intent.
ENCHANTED FOREST, PERISUR,
MEXICO CITY, MEXICO BY MK ILLUMINATION
The Enchanted Forest was conceived by MK’s talented design
team, using all the available tools and elements. Inspired by natu-
ral forms such as reindeer and trees, the concept was designed
specifically for the project, creating a welcoming environment
with several multimedia elements. The main objective was to offer
a unique experience to customers, creating unforgettable family memories. The set-up
required a month and a half of work, incorporating motion, internet connected prod-
ucts, video projections and projections for marketing and sponsorship. The design and
production time for the project was approximately seven to eight months.

THE OTHER FINALISTS WERE:
BEAUTY UNBOUND, THE EXCHANGE TRX,

KUALA LUMPUR, MALAYSIA BY THE EXCHANGE TRX
Within Malaysia’s competitive retail landscape, the Beauty Galleria at The Exchange TRX
was meticulously curated to capture the luxury beauty market. Housing an exclusive collec-
tion of global icons like first-to-market brands such as Guerlain, Acqua di Parma and Hel-
ena Rubinstein, the precinct is poised to establish itself as Kuala Lumpur’s premier beauty
and wellness destination. A key challenge of this marketing campaign lay in addressing the
mid-year retail lull between July’s sales period and the year-end shopping season. Running
from 9 August to 1 September 2024, Beauty Unbound sought to differentiate the Beauty
Galleria through immersive experiences and strategic storytelling.
TRX EATS, THE EXCHANGE TRX,
KUALA LUMPUR, MALAYSIA BY THE EXCHANGE TRX
Despite The Exchange TRX rapidly becoming Kuala Lumpur’s new social heart, the Dining
Terrace presents unlocked potential due to its peripheral location. So, The Exchange TRX
brought the Dining Terrace to life with TRX Eats, a month-long gastrotainment festival
held from 2 to 26 May. Combining culinary artistry from its tenants with bold entertain-
ment, the campaign bridged the gap between festive and mid-year sales with a dynamic
experience. Vibrant colours, modular installations, robot-themed visuals and striking light
displays created an immersive atmosphere that captivated visitors. These activations po-
sitioned TRX Eats as a must-visit destination, driving participation and campaign success.
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