Allee, winner of the Shopping Centre of the Year award, launched its spring 2025 campaign, ‘Moving with the Future’, between 1 and 30 April, showcasing how new technologies are shaping our everyday lives. Progressive’s task was to transform this complex topic into a campaign that was easy to understand, visually striking and engaging.
The challenge
In Allee’s spring campaign, we were tasked with presenting the themes of innovation, artificial intelligence and robotics in such a way that they did not come across as a distant, abstract vision of the future, but rather as an inspiring brand experience that visitors could directly engage with. Another key objective was for the campaign to actively draw the public into the shopping centre, support tenant activities and further strengthen Allee’s modern, open brand image.
The approach
Progressive embedded its technological focus within the Allee brand experience and, through a unified campaign concept, linked together on-site activities, shop involvement, social media communications and Alíz, Allee’s AI-based campaign mascot.
The campaign’s central elements were the interactive experiences in the Allee atrium, themed programme days and an exhibition involving the shops. Visitors could try out the Talking Head installation, discover innovative products, and take part in programmes such as Robot Day, AI in the Film Industry and The Power of the Human Mind.
Alíz, the AI-generated influencer, played a key role in the campaign, opening up a new, spectacular channel on social media. Through her, the campaign vividly demonstrated how fashion, technology and responsible creative thinking can be brought together.
The results
The campaign successfully translated the theme of innovation into a hands-on experience that aligns with the Allee brand. Progressive created a complex communication and event-based solution that simultaneously reinforced Allee’s modern, inspiring positioning, increased visitor engagement, and supported the shopping centre’s footfall and tenant objectives.
Digital communication generated significant reach and engagement:
A total of 19 campaign posts appeared on Facebook and Instagram during the campaign period, 12 of which were unique content, and the majority of the posts also received media coverage.
· 2,586,462 views
· 1,568,360 users reached
· 9,540 interactions
Four videos were published on TikTok during the campaign, most of which also ran as sponsored content.
· 1,068,960 views
· 980,878 users reached
· 402 interactions
The campaign thus not only showcased the technologies of the future, but also conveyed Allee’s innovative brand message to a wide audience, whilst generating significant online attention and engagement.
The campaign’s visual identity and on-site activities demonstrated how the theme of the future can be transformed into an inspiring, spectacular and accessible shopping centre experience.
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