The Challenge
Thanks to E-Commerce, Malls were struggling. GGP and others were adapting, introducing experiences, but still needed to remind shoppers of this. But there was also a trend of clicks returning to bricks with brands like Bonobos, Everlane and ironically Amazon.– because people like to try things out in person.
We also were challenged in evolving the GGP brand which had no discernable visual or verbal hook.
And finally, the client needed a campaign that could adapt to 110 properties each with a variation of 250 tenants, and variety of asset needs equalling over 4,000 asset needed.... in six months.
CAMPAIGN CONCEPTING
We explored a range of concepts from "Saved By the Mall" which would feature customer stories related to getting that retail salvation, to a dark comedy approach featuring thoughts by mannequins.
CAMPAIGN REFINEMENT
Working with the GGP Marketing and Research team we landed on the concept focused "Come to Your Senses." It featured tactile macro product shots that allowed GGP to highlight its vast retail portfolio. We layered in copywriting that gave a clever nod to "In Real Life" (IRL) mixed with words that evoke your senses. We then developed a Campaign Style Guide and action plan to produce it all in time.
This campaign’s signature, “All The Feels,”features macro images illustrating the sensory advantage of shopping at the mall. The shine of an earring, the fizz of a soda at the movies or the triumph of finding the perfect dress with a friend. The kind of experiences you won’t find online. Each image of product, food or activity is paired with an evocative word or feeling and presented in a monochromatic color story, adding impact to the highly textural images.
The strategy we developed centers on reminding consumers that online shopping is great but engaging ALL the senses is the way to truly enjoy shopping. Browsing, feeling, smelling and hearing are all at play in the mall in a way that online shopping simply can’t offer.
A secondary level of communications, “In Real Life,” or IRL, incorporates a playful take on terms and phrases more commonly used in the virtual space but applied to real life. “Update your Soft Wear” is superimposed over a sweater; “Enable Cookies” is paired with freshly-baked cookies.
PULLING IT OFF
The technical production was a feat in itself. Over a 5-week span we captured more than 300 images including models, product, and food. Working with Brookfield’s in-house photographer and creative department we created a “library” of each image paired with over 75 phrases and words.
The technical production was a feat in itself. Over a 5-week span we captured more than 300 images including models, product, and food. Working with Brookfield’s in-house photographer and creative department we created a “library” of each image paired with over 75 phrases and words.
Borrowing from methods used for content-managed websites we used variable data to automate versioning over 1,000 specific signs for the 110 unique properties equalling over 4,000 assets. We utilized Airtable as a content management tool to map out all properties and their unique tenants and then applied a data merge to automate the production each asset. The multi-channel campaign includes digital, out-of-home, corporate/property websites and in-mall signage.
THE RESULT
The design of the campaign allows Brookfield to add to the library and create endless versions on-demand. This ever-green campaign translates to current and future tenants and has created a sophisticated consistent experience with the clever copy that connects with hearts and minds.
