The campaign features a mix of communication touchpoints, including OOH media, experiential marketing and social media. Mall Ads™ is supporting the campaign by aiming to amplify it through strategically positioned hanging banners throughout the mall.

In an aim to extend the message, an experiential campaign was launched that includes a specially built stage with professional promoters engaging with shoppers and encouraging them to ‘shop and win’.

The campaign has been extended to social media, creating another touchpoint for East Point to communicate with shoppers.

"Advertising within a mall environment feeds into and satisfies the need states of consumers. They want their experience to be personal; they want value, trust, recognition and they want convenience," says John Faia, GM: Mall Ads™.

"The Katy Perry campaign takes all these factors into account, with a result that it is proving to be extremely successful," adds Faia.

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