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New Simon Campaign Invites Gen Z to ‘Meet Me At The Mall’
The ads celebrate the mall culture of the ‘80s and ‘90s.
A screenshot of the new influencer-filled ad from Simon’s new “Meet Me @themall” campaign, which encourages younger shoppers to visit brick-and-mortar stores by celebrating mall culture.
Indianapolis—Simon, the real estate company behind Simon Malls, has a new nostalgia-fueled campaign aimed at bringing younger shoppers back to the mall.
The “Meet Me @themall” campaign appeals to Gen Z’s interest in all things retro by highlighting trends from the ‘80s and ‘90s, the decades that were the height of mall culture.
“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.”
The ads feature the song “Won't You (Meet Me at the Mall?),” a new take on Simple Minds’ song “Don’t You (Forget About Me),” which most notably was played during the final scene of the 1980s classic “The Breakfast Club.”
The ads are part of a wider campaign that will include social media content created in partnership with more than 250 creators and influencers.
The hero ad includes social media personalities Alejandro Rosario, The Pitman Sisters, Gym Tan, Mya Miller, Preshous Jordan, and Dan Pelosi.
The “Meet Me @themall” campaign appeals to Gen Z’s interest in all things retro by highlighting trends from the ‘80s and ‘90s, the decades that were the height of mall culture.
“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.”
The ads feature the song “Won't You (Meet Me at the Mall?),” a new take on Simple Minds’ song “Don’t You (Forget About Me),” which most notably was played during the final scene of the 1980s classic “The Breakfast Club.”
The ads are part of a wider campaign that will include social media content created in partnership with more than 250 creators and influencers.
The hero ad includes social media personalities Alejandro Rosario, The Pitman Sisters, Gym Tan, Mya Miller, Preshous Jordan, and Dan Pelosi.
The spots were created in partnership with SuperBloom House and directed by Matty Peacock, a director who has collaborated with Billie Eilish, Cardi B, Selena Gomez, and Demi Lovato.
Simon has also created social channels on TikTok and Instagram specifically for the campaign, celebrating mall culture and inviting people to be a part of the experience.
Simon has also created social channels on TikTok and Instagram specifically for the campaign, celebrating mall culture and inviting people to be a part of the experience.
Though the generation is known for being digital natives, a 2023 survey by the International Council of Shopping Centers found that 97 percent of Gen Z respondents said they shop at brick-and-mortar stores.
“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 campaign is live now on streaming services Netflix, Peacock, Hulu, and Disney +, as well as on social media via Instagram, TikTok, and YouTube.
It will also be shared via Simon’s shopping centers nationwide.
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