Launching One Galle Face Mall - A Larger Than Life Shopping Experience

One Galle Face Mall spans over 480,000 square feet, a space larger than six football pitches, making it the largest mall in Sri Lanka. It features over 40 F&B outlets, a myriad of exclusive brands, and a unique 9-screen multiplex, promising the best shopping experience. Our task was to portray this new entrant as something truly exceptional. We decided to differentiate the mall by focusing on its key experiential features.

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Challenge

In recent years, the Sri Lankan retail experience has been refined with new entrants and refurbishments, elevating shopping to new heights. Tasked with the One Galle Face Mall launch campaign, our goal was to stand out and differentiate ourselves as the ultimate shopping destination in Sri Lanka. Our main KPI was to create awareness and engagement among modern mall-goers to position One Galle Face Mall as the premier shopping experience in Sri Lanka.

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Solution

We introduced the concept of a "larger than life shopping experience," brought to life using the mall's key experiential pillars:

• Beauty: Represented by a makeup palette
• Technology: Represented by a smartphone
• Entertainment: Turned into popcorn and movie tickets
• Food: Represented by a doughnut and ice cream cone
• Shopping: Represented through a high heel shoe

We then broke the launch campaign down into three phases:

• Awareness
• Anticipation
• Launch

This approach ensured a clear link between our larger-than-life experiences and our online social media handles.

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Execution and Result

During the Awareness phase, we created a series of curated and animated teaser posts. During Anticipation, we revealed them in their entirety. We further enhanced engagement with offline experiential activations, including influencer-driven challenges and a flash mob, driving conversations online. A photoshoot encapsulated the mall’s personality through stylized images.

Days before the launch, we combined our efforts into a mini carnival, promoting social media engagement and mobile app downloads. This was followed by 3D rendered countdown posts, culminating in a 3D animated launch day post.

On the 8th of November, we:

• Developed an SEO-optimized website with tenant directories and real-time offers
• Organized a high-profile launch event

We sustained momentum with a massive Christmas tree, encouraging photo opportunities and generating organic content.

The campaign achieved:

• Over 56.5 million impressions
• A reach of over 21 million people
• More than 2.2 million engagements

This became the largest and most talked-about digital campaign for a mall opening in Sri Lanka.

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