Paragon shoppers were in for a surprise treat – and just in time for Christmas! For Paragon’s Christmas campaign, the Hashmeta team conceptualised the LARGEST mannequin challenge ever in a mall! This video gained online virality by riding on the mannequin challenge trend and accumulated nearly half a million views.
In the heart of the Singapore’s shopping strip lies a mall frequented by up-market shoppers and fashionistas, Paragon Shopping Centre (SC). The Christmas holiday season is a time when retailers expect their sales to spike and being in the heart of the shopping district in Singapore, high competition is inevitable. The challenge: How does Paragon SC stay above the competition and generate foot traffic to its mall?
Attracting shoppers solely through promotions was commonplace. Hence to stand out, Paragon SC decided to employ a branding video campaign to generate awareness about the mall’s involvement in the Christmas spirit. The ultimate aim was to create a top-of-mind recall among Paragon SC’s audience during their Christmas shopping or dining.
The challenge was to create novel and unique video content that will reach out to a wide range of audience. Paragon teamed up with Hashmeta in the hopes of creating a viral video content about the spirit of giving.
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