Calling Shoppers to Come to Their Senses
As more consumers click their carts, retailers need to remind them of the value of bricks and mortar. General Growth Properties (GGP) is one of the nation’s largest property developers with 120 malls and shopping centers, each offering a variety of experiences. Our challenge was to create a flexible and appealing campaign that could fit both standard and high-end luxury properties by focusing on the advantage of in-person shopping.
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 freshley-baked cookies.
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 GGP’s in-house photographer and creative department we created a “library” of each image paired with 4-6 sensory words.
Borrowing from methods used for content-managed websites we used variable data to automate versioning over 1,000 specific signs for the 125 unique properties. We utilized content management tools 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 design of the campaign will allow GGP to add to the library and create endless versions on-demand.