Simon Invites Gen Z to Meet Me @themall™

Rhea-AI Summary

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.

Positive

• 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

Negative

• None.

Nationwide campaign features acclaimed director Matty Peacock and a network of social influencers to inspire generations of shoppers to meet @themall

INDIANAPOLIS, Sept. 30, 2024 /PRNewswire/ -- Simon®, a real estate investment trust engaged in the ownership of premier shopping, dining, entertainment and mixed-use destinations, today announced the launch of a new nationwide campaign to celebrate the shopping mall's continuing cachet as the go-to destination for generations.

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 97% of Gen Z survey respondents said they shop at brick-and-mortar stores, according to a 2023 report by the ICSC.

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.

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/simon-invites-gen-z-to-meet-me-themall-302262098.html

SOURCE Simon

FAQ

What is Simon's new marketing campaign called and who is it targeting?

Simon's new marketing campaign is called 'Meet Me @themall™' and it primarily targets Gen Z shoppers while also appealing to multiple generations.

Who directed the ads for Simon's 'Meet Me @themall™' campaign?

The ads for Simon's 'Meet Me @themall™' campaign were directed by Matty Peacock, known for his collaborations with popular artists like Billie Eilish and Cardi B.

How many influencers and creators are partnering with Simon (SPG) for the new campaign?

Simon (SPG) is partnering with over 250 influencers, creators, and talents who love the mall for their new 'Meet Me @themall™' campaign.

What song is featured in Simon's (SPG) new marketing campaign?

Simon's (SPG) new marketing campaign features a fresh recreation of Simple Minds' 'Don't You (Forget About Me)' with the tagline 'Won't You (Meet Me at the Mall)?'