1. Brief Task: Prepare a „stylish“activation event which will present shopping centre New Smichov as a point of new experiences, not only shopping. Goal: Perception of New Smichov as the most stylish shopping centre in the city. Support of visit rate and point of shops preferences. Mandatory: Event has to be in accordance to communication strategy “New Experience, New Smichov.” The activity should be connected with fashion.

2. Idea Be most stylish and show it! Photo-competition for “The most stylish shopper” in co-operation with life-style magazine STYLE. Professional photo-shooting for all shoppers on stage with “STYLE front-page” background. Resulting photos look like a real front-page of magazine. Photo for everyone, best photos were placed on the website. Internet vote of the most stylish shopper: The winner get 50.000 CZK for shopping in SC New Smichov with help of a stylist and 4pages article about himself as fashion model in life- style magazine STYLE.

3. Results Attendance of the photo stage was 20% surplus plan. People queued up to have their picture taken. We had to work overtime. We made a thousands of photos and 530 best of them were hosted on website (max. capacity), surprisingly 51% were of male. More than 53.000 votes were pooled. Visit-rate of web pages was 20x higher than the monthly average.