The Ask: Convince online shoppers to get offline and shop in person at their local Simon Mall.
Idea: The death of the mall is often associated with online shopping. We compare and contrast the two to get shoppers to go “mall or nothing” for in-person buying.
Mall or Nothing
Art: Janice Li
Copy: Laura Braudis
Script:
“Hey everyone! It’s Kim. Just wanted to say that our SKIMS pop-up store will be opening in just three days. To get you all excited, I wanted to share that we will be giving away free items to a randomly selected group of people who follow us and Simon Malls and post a mall memory using the hashtag Mall or Nothing. Good luck! And to the LA Simon Malls — see you soon!”
Captions:
jessica_99 I’m waiting for the store to open and I’m the first in line! I can’t wait to stock up on rhode products! THANK YOU @simonmalls #MallOrNothing4Rhode
addie.may Hey @simonmalls and @skims!! When I was a kid I loved going to the mall with my dad. He would always get me a pretzel from Auntie Anne’s and we’d browse the different stores. My favorite was the American Girl Doll store, duh. My favorite memory is when he took me to see “The Princess and the Frog” in theaters after my last day of 2nd grade. Like always, we made our way over to the store. As a surprise, my dad let me pick out any doll I wanted as a present for doing so well at school that year! I named her Tiana after Princess Tiana :) I love the mall and can’t wait for these pop-up adventures to begin! #MallOrNothing
Script:
“Simon Malls made shopping SKIMS so fun! Normally I find it hard to find the right size online, because SKIMS comes in all shapes. But today was the opening of the mall’s pop-up SKIMS store, and guess who was there? Kim K herself! She ribbon cut and then showed us the never-before seen collections that we could try on in store. The store was so chic. Did I get a selfie with Kim? Duh! Plus, cute totes and a mini fragrance were included as free gifts along with a purchase! All in all a great experience that I highly recommend. Getting my steps in today was so worth it!”
Script:
“Just went to the Rhode pop-up event at the Simon Mall down the street! I stocked up on the lip balms, but the best part was meeting girls in the store and trying out new products for myself. The employees were so helpful and they were giving out free goody bags with Rhode swag like pins, bracelets, and stickers! Plus, the new store is right across from a milkshake place in the mall so I got a pretzel for the road. Or should I say Rhode?”
