Market Background:
City Centre Almaza was set to be Majid Al Futtaim’s 3rd City Centre in Egypt. Located in Almaza, within the suburb of Heliopolis, City Centre Almaza would be accessible to affluent consumers yet more vulnerable to nearby competition. Although previous City Centre malls were the most frequented malls due to their proximity it was evident that customers were now attracted to a different set of malls. Mega-Malls the size of an airport, with their dancing fountains, hypermarkets, restaurants, & retail offering, were growing in popularity as both a hang out spot & a shopping destination.
The Problem:
Dwarfed by these Mega-Malls City Centre was your neighborhood mall, compact so as not to be overwhelming, yet practical to fulfill your entertainment and shopping desires. On a scale of grandness City Centre couldn’t compete it was far too central and too compact for that.
The Insight:
These Mega-Malls were large distant and overwhelming, there was no such thing as spontaneously stopping by the mall. It’s a trip you’ll have to set aside hours of your weekend to do.
The Task:
Position City Centre Almaza as the communal neighborhood piazza. That no strings attached establishment, good for your daily longings of shopping and entertainment.
The Idea:
Being the community mall with heaps to offer it would make sense for you to run into your friends and family at City Centre, heck it would even make sense if you ran into your archenemy or that one person you have been dodging.
Moral of the story: If you don’t want to be seen, don’t go to City Centre Almaza. Everyone’s there!
Bringing it to life:
There's freedom in anonymity; the freedom to do whatever you want free from repercussions. The campaign played on this idea, each film showing a situation where the person thinks they’ll get off scott-free... but don’t. With each film emphasizing on a different mall offering be it entertainment, wellness, or retail.
Arcade:
The first film featured a boy skipping school, only to run into his dad - who had told his wife he was at work - at the City Centre arcade. They would’ve covered for each other, except mum’s bestie is there too.
Gym:
The second film showed the day after a nightclub squabble. The pesky patron enters the City Centre gym and finds the bouncer in front of him, biceps bulging. Being friends with the club owner won’t save him now.
Shopping:
Finally, a naive employee lies drastically to skip work and go shopping instead. It would’ve been fine, had his MD not needed a swimsuit too.
In short: Don’t go to City Centre. Everyone’s there.