Project Overview
This video campaign was developed to position GGP malls as the premier destination for parents during the competitive back-to-school shopping season. The primary goal was to create an authentic, emotional connection with families by moving beyond traditional advertising and capturing genuine moments. We aimed to increase foot traffic and reinforce GGP's brand as a central part of the back-to-school experience.
The Challenge & Our Approach
The back-to-school market is heavily saturated with sales-focused messaging. To cut through the noise, we needed a concept that was both memorable and relatable. The challenge was to create content that felt authentic while seamlessly integrating the GGP brand.
Our solution was to turn the camera on the real experts: kids. We conducted unscripted interviews, asking them about everything from their shopping must-haves to their advice for other students. By letting them speak in their own words, we captured the charming, funny, and unfiltered perspective of children, creating content that resonated deeply with our target audience of parents.
Key Contributions & Features
Concept Development: We orchestrated the entire "Kids on the Street" interview concept, focusing on authenticity and spontaneous moments to drive the campaign's narrative.
Video Production: Managed the end-to-end production of a series of short, shareable video assets. The style was intentionally candid and heartfelt, highlighting the genuine personalities of the children.
Strategic Messaging: We wove the GGP brand into the story naturally. The campaign positioned our malls not just as places to shop, but as the backdrop for creating cherished family memories associated with this important time of year.
Multi-Platform Campaign: The videos were optimized for social media, in-mall digital displays, and online advertising, ensuring wide reach and consistent messaging across all touchpoints.
Results
The campaign successfully captured the attention of families, shifting the focus from transactions to experiences. The authentic and heartwarming content generated significant social media engagement and positive brand sentiment. Most importantly, it solidified GGP malls as the top-of-mind, one-stop solution for parents navigating the annual back-to-school rush, effectively making the mall a hero of their shopping journey.