the challenge
With Pitbull's UK tour heading to Cardiff and Leeds, Landsec wanted to tap into the excitement and position St David's Cardiff and Trinity Leeds at the heart of the conversation. The challenge was to create a campaign that felt authentic and tailored to each destination, captured the buzz on social and encouraged people to visit the centres before, during and after the gigs.
the campaign
Rather than simply posting about the concerts, we brought the excitement into the centres themselves.
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A Pitbull lookalike (shhh) became the star of the show, exploring St David's Cardiff and Trinity Leeds, interacting with staff for some employee generated content and creating social-first content that felt native to each location. From chatting to store teams to taking on a Yorkshire-inspired 'This or That' challenge in Leeds, every piece of content was designed to celebrate local personality while tapping into the cultural moment.
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In Cardiff, we took things a step further on the day of the gig. As the Bald-Es gathered, shoppers were surprised with free bald caps before a flash mob in full Pitbull attire burst into action, creating shareable moments that blurred the lines between digital content and live experience.
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Our team captured and edited content in real time, ensuring the campaign stayed reactive, relevant and firmly part of the online conversation.
the results
The campaign generated standout engagement across social, with audiences embracing the fun and local references. By creating moments people wanted to share and experience for themselves, the campaign extended far beyond social feeds, helping drive footfall into both shopping centres and reinforcing Landsec's destinations as places where memorable moments happen.
2,412,541
Combined total reach.
29,495
Combined shares.
2,373
Combined followers gained
