PRESS RELEASE
KLEPIERRE REINVENTS THE RULES OF THE
SHOPPING GAME WITH ITS NEW EUROPEAN
CAMPAIGN: LET’S PLAY®
Paris, January 13, 2017
Klepierre, the pure player leader in shopping centers in Europe, is shaking up the retail
world by rethinking its marketing and customer experience around a fun, new approach:
Let’s Play®.
The Group launches this new approach, which aims to make shopping a game, this
January. Based on an artsy and client-centric creative concept, the campaign positions
Klepierre as the ideal partner for a great shopping experience, for the company’s
consumer as well as retailer customers.
WITH KLEPIERRE, SHOPPING IS A GAME AND VISITORS SET THE RULES
The new campaign is being unrolled simultaneously across 120 Klepierre shopping centers in 14 European
countries. It illustrates the Group’s objective of further enhancing its market-leading positioning by
leveraging the “retail-tainment” trend and offering shoppers a unique and fun experience. It was developed
by creative agency Sid Lee Paris, after a tender process involving four players, and expands on the original
“Let’s Play” campaign developed by Sid Lee in 2014.
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The new campaign illustrates the different rules of the shopping game, based on a year-long study of social
media comments and listening to consumers across Europe. The preparatory phase notably included the
identification of consumers’ “moods” when shopping, from “adventurous” and “attractive” to “pumped.” Each
mood has been staged in the campaign.
The “Let’s Play” campaign also reveals the new visual identity of Klepierre’s shopping malls: more upscale
and sober logos will support the evolution of the European malls’ communications.
“We are proud to present this innovative concept to our consumer and retailer customers,” declared
®
Klepierre Chief Operating Officer Beñat Ortega. “This new Let’s Play campaign illustrates Klepierre’s
goal of further enhancing the interactive shopping experience and transforming its European shopping
centers into veritable lifestyle hubs.”
A POWERFUL 360° CAMPAIGN
The new campaign will notably encompass print ads in women’s and lifestyle media, national radio spots
and outdoor advertising (subways and bus shelters) across Europe, and be integrated in the shopping
centers’ own communications.
The digital campaign will include video content and gifs circulated on social media, as well as partnerships
with influential fashion bloggers. Starting in January, consumers will also be invited to co-create the new
rules of shopping through the Facebook pages of each Klepierre shopping mall in Europe.
ABOUT KLÉPIERRE
A leading pure play shopping center property company in Europe, Klépierre combines development, rental, property
and asset management skills. The company’s portfolio is valued at EUR 22.6 billion at June 30, 2016 and comprises
large shopping centers in 16 countries in Continental Europe which altogether welcome 1.2 billion visitors per year.
Klépierre holds a controlling stake in Steen & Strøm (56.1%), Scandinavia’s number one shopping center owner and
manager.Klépierre is a French REIT (SIIC) listed on Euronext Paris and included in the CAC 40, EPRA Euro Zone and
®
GPR 250 indexes. It is also included in ethical indexes, such as DJSI World and Europe, FTSE4Good, STOXX Global
ESG Leaders, Euronext Vigeo France 20 and World 120, and Euronext Low Carbon 100 Europe, and is ranked as a
Green Star by GRESB (Global Real Estate Sustainability Benchmark). These distinctions underscore the Group’s
commitment to a proactive sustainable development policy.
For more information, visit our website: www.klepierre.com
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