SM Supermalls: SM Moments

Supermalls, a chain of shopping malls in the Philippines, increased sales and footfall in the Philippines by launching an online video series featuring fictional stories based on real-life moments from its shoppers.

Agency: DDB Group, Philippines

Summary Statement

One cannot stress enough the importance of family, most especially for Filipinos. It plays a role in the formation of the personality and character of every human being. And for over three decades, Filipino families have been celebrating most of thei Keeping these “Filipino family moments” insight in mind, SM launched its social media video campaign titled, “#SMoments,” which primarily aimed to immortalize the many meaningful family experiences that have transpired at their favorite SM malls and connect with its new generation of mallgoers, the social media-savvy Filipinos