Meet Me at the Mall

As marketers scramble to reach the ever-elusive Gen Z shopper, one thing is becoming abundantly clear. The digitally-obsessed youth are surprisingly in love with shopping and engaging IRL.

In fact, 47% of Gen Z’s say they prefer to shop in store over online (more than any other generation)

And as Y2K fashion continues to be a mainstay on TikTok and remakes of classic films of the 90’s and aughts abound, America's long-favorite hangout destination (aka the mall) is better than ever.

That’s at the heart of a new campaign from Simon Malls, “Meet Me at the Mall,” which brings together Billie Eilish’s director and some of Gen Z’s favorite Creators to anthemize the many benefits of today's malls.

From meet-ups in the food court to memories made with friends, to our coming-of-age moments, malls have been a crucial part of American culture, and this new campaign is an invitation from Simon for everyone to gather in a place that has always brought joy, community, and memorable experiences.

Filmed inside a Simon Malls location, the work features a unique cast of creators aimed to appeal to some of social media’s most popular corners:
Alejandro Rosario
The Pitman Sisters
Gym Tan
Maya Miller
Preshous Jordan
Dan Pelosi

The hero spot (created in collaboration with Simon’s AOR, SuperBloom House) is a re-recording of “Don’t You (Forget About Me)” by Simple Minds … but replaced with new lyrics celebrating the mall - “Won’t You (Meet Me at the Mall).”
Directed by Matty Peacock, known for the iconic Billie Eilish music video set in a mall, the innovative director brings pop culture along with a wealth of music knowledge from collaborating with Selena Gomez, Carly Rae Jepsen, The 1975, Cardi B, One Republic, Demi Lovato, and Gwen Stefani.
Matty is also a member of SuperBloom House’s Creative Collective, a membership program designed to foment an unexpected mix of creative talent that brand’s wouldn’t typically have access to.

This video-led campaign will run across Connected TV, TikTok, IG, and YouTube, and is supported and distributed by Influencers/Creators featured inside the music video which will also be amplified socially via hundreds of paid influencers.

This is the first time SuperBloom House and Simon Malls have partnered together, as agency of record, winning the business back in March of this year.
The campaign represents the next step in a period of sustained growth for Simon, the largest owner of mall properties in the U.S. Simon features a portfolio of 195 high-quality properties in the U.S., $5.7 billion in consolidated revenue and an average retailer occupancy rate of 95.8% in 2023.

The campaign is 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.

@themall, Simon’s new national social channels (managed by Movers+Shakers) on TikTok and Instagram, hypes up mall culture and celebrates existing mall fandom, while highlighting the diverse experiences and offerings at Simon Malls.

The content, through partnerships with Gen Z and mom creators across the country, highlights how the mall is a dynamic third place for spending time with family & friends, and focuses on the sensorial IRL you can only get from a day @themall.