Simon Invites Gen Z to Meet Me @themall™
Simon®, a real estate investment trust specializing in premier shopping destinations, has launched a nationwide campaign called 'Meet Me @themall™'. The campaign aims to celebrate the enduring appeal of shopping malls across generations, particularly targeting Gen Z. It features ads on premium streaming services and social media platforms, blending '80s and '90s nostalgia with modern shopping trends.
The campaign includes a recreation of Simple Minds' 'Don't You (Forget About Me)' and collaborations with over 250 influencers and creators. Directed by acclaimed director Matty Peacock, the ads highlight the mall's role as a cultural touchstone and gathering place. Simon has also launched @themall social channels on TikTok and Instagram to further engage with customers and showcase mall culture.
Simon®, un fondo di investimento immobiliare specializzato in destinazioni di shopping di prestigio, ha lanciato una campagna nazionale chiamata 'Meet Me @themall™'. L'obiettivo della campagna è celebrare il fascino duraturo dei centri commerciali attraverso le generazioni, mirando particolarmente alla Gen Z. Include annunci su servizi di streaming premium e piattaforme di social media, mescolando la nostalgia degli anni '80 e '90 con le tendenze del shopping moderno.
La campagna comprende una reinterpretazione di 'Don't You (Forget About Me)' dei Simple Minds e collaborazioni con oltre 250 influencer e creatori. Diretti dal rinomato regista Matty Peacock, gli annunci mettono in risalto il ruolo del centro commerciale come punto d’incontro culturale. Simon ha anche lanciato i canali social @themall su TikTok e Instagram per coinvolgere ulteriormente i clienti e mettere in mostra la cultura dei centri commerciali.
Simon®, un fideicomiso de inversión inmobiliaria especializado en destinos de compras de primera, ha lanzado una campaña nacional llamada 'Meet Me @themall™'. La campaña tiene como objetivo celebrar el atractivo duradero de los centros comerciales a través de las generaciones, dirigéndose especialmente a la Gen Z. Presenta anuncios en servicios de streaming premium y plataformas de redes sociales, combinando la nostalgia de los años 80 y 90 con las tendencias actuales de compras.
La campaña incluye la recreación de 'Don't You (Forget About Me)' de Simple Minds y colaboraciones con más de 250 influencers y creadores. Dirigidos por el aclamado director Matty Peacock, los anuncios destacan el papel del centro comercial como un punto de referencia cultural y lugar de encuentro. Simon también ha lanzado canales sociales @themall en TikTok e Instagram para interactuar más con los clientes y mostrar la cultura de los centros comerciales.
Simon®, 주요 쇼핑 목적지를 전문으로 하는 부동산 투자 신탁이 'Meet Me @themall™'이라는 전국 캠페인을 시작했습니다. 이 캠페인은 여러 세대에 걸쳐 쇼핑몰의 지속적인 매력을 기념하고, 특히 Gen Z를 목표로 하고 있습니다. 캠페인은 프리미엄 스트리밍 서비스 및 소셜 미디어 플랫폼에 광고를 게재하며, 80년대와 90년대의 향수를 현대 쇼핑 트렌드와 결합합니다.
이 캠페인에는 Simple Minds의 'Don't You (Forget About Me)'의 재창조 및 250명 이상의 인플루언서 및 제작자와의 협업이 포함됩니다. 저명한 감독 Matty Peacock가 지휘한 광고는 쇼핑몰이 문화적 터치스톤이자 만남의 장소로서의 역할을 강조합니다. Simon은 또한 고객과의 참여를 강화하고 쇼핑몰 문화를 선보이기 위해 TikTok과 Instagram에서 @themall 소셜 채널을 론칭했습니다.
Simon®, un fonds d'investissement immobilier spécialisé dans les destinations de shopping de premier choix, a lancé une campagne nationale intitulée 'Meet Me @themall™'. L'objectif de la campagne est de célébrer l'attrait durable des centres commerciaux à travers les générations, en ciblant particulièrement la Gen Z. Elle comprend des annonces sur des services de streaming premium et des plateformes de médias sociaux, mêlant la nostalgie des années 80 et 90 aux tendances de shopping modernes.
La campagne inclut une recréation de 'Don't You (Forget About Me)' de Simple Minds et des collaborations avec plus de 250 influenceurs et créateurs. Réalisées par le célèbre réalisateur Matty Peacock, les annonces mettent en lumière le rôle du centre commercial en tant que point de repère culturel et lieu de rassemblement. Simon a également lancé des canaux sociaux @themall sur TikTok et Instagram pour interagir davantage avec les clients et mettre en avant la culture des centres commerciaux.
Simon®, ein Immobilienfonds, der sich auf erstklassige Einkaufsziele spezialisiert hat, hat eine landesweite Kampagne namens 'Meet Me @themall™' gestartet. Die Kampagne zielt darauf ab, den anhaltenden Reiz von Einkaufszentren über Generationen hinweg zu feiern, insbesondere die Gen Z anzusprechen. Sie umfasst Werbung auf Premium-Streaming-Diensten und sozialen Medien und verbindet Nostalgie aus den 80er und 90er Jahren mit modernen Einkaufstrends.
Die Kampagne beinhaltet eine Neuinterpretation von Simple Minds' 'Don't You (Forget About Me)' und Kollaborationen mit über 250 Influencern und Kreativen. Unter der Regie des renommierten Regisseurs Matty Peacock heben die Anzeigen die Rolle des Einkaufszentrums als kulturellen Bezugspunkt und Versammlungsort hervor. Simon hat auch die sozialen Kanäle @themall auf TikTok und Instagram gestartet, um die Kunden weiter anzusprechen und die Einkaufszentrum-Kultur zu präsentieren.
- Launch of a nationwide marketing campaign 'Meet Me @themall™' to attract Gen Z shoppers
- Collaboration with over 250 influencers and creators for content generation
- Expansion of social media presence with new @themall channels on TikTok and Instagram
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Insights
This campaign marks a strategic pivot for Simon Property Group, targeting Gen Z while leveraging nostalgia. The "Meet Me @themall™" initiative is a clever blend of retro appeal and modern marketing techniques, potentially boosting foot traffic and sales across Simon's portfolio.
Key points to consider:
- The campaign's multi-channel approach (streaming services, social media and in-mall promotions) maximizes reach and engagement.
- Collaborating with 250+ influencers and creators aligns with Gen Z's preference for authentic, peer-driven content.
- The
97% statistic of Gen Z shopping in physical stores contradicts the notion of a purely digital generation, supporting Simon's brick-and-mortar strategy. - By appealing to both Gen Z and their parents, Simon is positioning malls as multi-generational destinations, potentially increasing visit frequency and dwell time.
While innovative, the campaign's success will depend on its ability to translate engagement into tangible footfall and sales increases. Investors should monitor upcoming quarterly reports for signs of improved occupancy rates and tenant sales metrics to gauge the campaign's effectiveness.
Simon's new campaign is a savvy move to reinvigorate the mall concept for a new generation. By tapping into Gen Z's unexpected affinity for physical retail and blending it with '80s and '90s nostalgia, Simon is positioning its properties as experiential destinations rather than mere shopping centers.
This strategy aligns with broader retail trends:
- Experiential retail: Emphasizing the mall as a place for social interaction and memorable experiences.
- Omnichannel integration: Using digital platforms to drive physical store visits.
- Influencer marketing: Leveraging social media personalities to attract younger demographics.
The campaign's success could lead to increased tenant demand, potentially allowing Simon to command premium rents and maintain high occupancy rates. However, the true test will be whether it can sustainably increase foot traffic and sales in an era of e-commerce dominance. Investors should watch for metrics on customer engagement, tenant mix evolution and same-store sales growth in upcoming quarters to assess the long-term impact on Simon's financial performance.
Nationwide campaign features acclaimed director Matty Peacock and a network of social influencers to inspire generations of shoppers to meet @themall
Dubbed "Meet Me @themall™," the multifaceted campaign blends '80s and '90s nostalgia with a new generation who wants to shop, eat, stay and play at the mall as much as their parents do. Blending Gen Z's love for shopping and all things retro with the enduring generational relevance of the mall, the campaign is now live on premium streaming services such as Netflix, Peacock, Hulu and Disney +, as well as on Instagram, TikTok, YouTube, Simon's owned channels and in its shopping centers throughout the country.
"The mall is a touchstone of the American cultural experience – one with remarkable staying power," said Lee Sterling, Simon's Chief Marketing Officer. "Celebrating the spirit of meetups in the food court, memories made with friends and coming-of-age moments, this new campaign is Simon's invitation for everyone to gather in a place that has always brought joy, community and memorable experiences."
Remembered by many as the soundtrack to the final scene in the iconic film, "The Breakfast Club," the ads feature a fresh recreation of Simple Minds' "Don't You (Forget About Me)," that asks: Won't You (Meet Me at the Mall?). For members of Gen Z, the answer is a resounding yes. Despite their reputation for being constantly online, about
The ads are the first step in a broader campaign that headlines creator content to generate enthusiasm among members of Gen Z and their moms to find new connections and experiences at the mall. More than 250 talent, creators and influencers who love the mall are partnering with Simon, including the stars of the ad's hero spot: Alejandro Rosario, The Pitman Sisters, Gym Tan, Mya Miller, Preshous Jordan and Dan Pelosi, among others.
"While Gen Zers may find their moms cringey, it turns out that they have developed a love for many of the same things their parents did: from fashion to movies to music and the mall," said Sterling. "At Simon, we are all about bringing multiple generations together to seek new connections, have fun and make shared memories along the way. While the mall experience has evolved over the years, it continues to capture the zeitgeist of each generation."
The spots were created in partnership with SuperBloom House and directed by Matty Peacock, the innovative director who is known for his collaborations with Billie Eilish, Cardi B, Selena Gomez, The 1975, One Republic and Demi Lovato. Peacock is a member of the SuperBloom House Creative Collective.
As part of a comprehensive strategy to celebrate mall culture, strengthen connections with customers and invite even more people in to be a part of the experience, Simon also has launched @themall social channels on TikTok and Instagram. These channels will celebrate mall culture and fandom, while highlighting the diverse experiences and offerings at Simon Malls.
About Simon
Simon® is a real estate investment trust engaged in the ownership of premier shopping, dining, entertainment and mixed-use destinations and an S&P 100 company (Simon Property Group, NYSE: SPG). Our properties across North America, Europe and Asia provide community gathering places for millions of people every day and generate billions in annual sales.
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SOURCE Simon
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