We transformed Allee’s autumn 2025 ‘Colourful Personalities’ campaign into an integrated shopping centre brand experience. Progressive linked the themes of self-expression, style and the visitor experience through OOH and social media creatives, on-site activities, competition communications and influencer collaborations.
The challenge
Allee’s autumn campaign required a unified creative platform that would bring together fashion, beauty care, design, cultural and educational content, and visitor programmes.
The aim was for ‘Colourful Personalities’ to be a campaign that is simultaneously spectacular, rich in content and commercially relevant: naturally showcasing the tenants’ offerings, inspiring visitors, and driving footfall during the autumn season.
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The approach
Progressive used colours as a storytelling tool: each shade represented a character, mood or style, to which the shops and events at Allee were linked.
In the atrium, installations organised by colour showcased the current tenants’ products, linking the worlds of fashion, design and everyday object culture. The ‘Colourful Nature’ exhibition brought the meaning of colours in nature and the animal kingdom closer to visitors, whilst the ‘Colours of Cultures’ thematic content demonstrated that the same colours can carry different meanings in different parts of the world.
The campaign was complemented by experiential activities: aura photography, colour cocktail making, make-up consultations, fashion shows, dance performances, sneaker design, cap painting and a virtual graffiti wall. These programmes encouraged visitors to get personally involved, whilst making them part of the campaign.
The results
The “Colourful Personalities” campaign turned the autumn season at Allee into a spectacular, meaningful and engaging brand experience. The concept brought together the visual world, educational exhibition elements, tenant product displays, interactive activities, a prize draw, and social media and influencer communication into a cohesive narrative.
A total of 40 campaign posts appeared on Facebook and Instagram, including monochrome sets published as part of the always-on communication; 25 of these were unique content, and the majority of the posts received media coverage.
Meta results:
1,861,299 views
1,317,232 users reached
9,616 interactions
A total of 7 campaign videos were published on TikTok, 6 of which ran as sponsored content.
TikTok results:
940,824 views
262 interactions
The campaign was also supported by a three-week influencer collaboration: 7 content creators produced content for Instagram and TikTok.
Influencer results:
221,543 total views
9,424 engagements
7 content creators involved
3-week communication period
The campaign thus simultaneously reinforced Allee’s inspiring, trend-conscious and open brand image, supported the shopping centre’s visitor and tenant objectives, and generated significant online attention and engagement.
The campaign brought together the prize draw, OOH displays, social media content and in-store activities under a unified visual identity.
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