Fully committed to promote culture and recover affective memories for its clients, Multiplan's new campaign features a squad of digital influencers famous for posting content about lifestyles, beauty, dance, sports and humor. This unprecedented partnership aims to highlight the various moments of interaction and experiences inside our shopping centers where, throughout 2022, a wide range of creative actions will be introduced.
To mark the launch of the project, the video clip for the song "Enquanto Durou" by the singer Gabriel Froede was recorded at ParkJacarepaguá, in Rio de Janeiro. The mall served as the location for scenes that show an ex-boyfriend and ex-girlfriend exploring several environments inside the mall: the HotZone indoor amusement park, the ice-skating rink, the movie theater and the food court. A group of younger influencers, including Malu Camargo, Lucca Maciel, Isa Paoli and Priscila Caliari, was invited to visit Rio de Janeiro's capital to observe all this up close and show the behind-the-scenes footage, shot during non-business hours and with the space completely empty.
The influencers, who together have almost 36 million followers on TikTok and more than 17 million on Instagram, were introduced to the whole mall backstage universe during the recordings, with clips shared on their social networks in the days preceding the release of the campaign. The video premiered on Gabriel Froede's YouTube channel Friday, July 15, at 12 p.m. Check it out!
The actions will be extended to other Multiplan shopping centers and will take place in the states of São Paulo, Minas Gerais, Federal District, Rio Grande do Sul and Paraná through the end of the year. "This is the first time we designed an exclusive project for these social networks and so directed to this TikToker audience. We want to show that our malls are complete entities, with the best options for consumption, leisure and fun. We will reinforce our presence on the main digital platforms, impacting especially the youth public, which is more connected to the digital world, but with the intention that our message reverberates within the entire family nucleus," explains Rodrigo Peres, Multiplan's Marketing and Loyalty Director.
In a climate of discovery and exclusivity, the intention of the campaign is that the team of influencers can create and share with their followers creative content that shows the potential for consumption and leisure available in the Group's developments.
