CPI PG (WIP)
Can you improve your mood with a bit of shopping?
Well, according to our long-standing comms platform for CPI Property Group, you can (and according to anyone who’s ever lived). We developed the Shopping Therapy concept in 2025 to position CPI malls as a fashion destination for people who care about quality, style and the experience itself. The first campaign helped build that credibility, so in 2026, we followed up with another.
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Shopping shared is pain eased
The second campaign under the Shopping Therapy umbrella shifts the focus slightly to sharing your pains with your loved ones, though humour still sits firmly at the heart of the idea. In a series of spots and visuals, we depict friends and families heading out to the mall to discuss life’s small pains, frustrations and annoyances. The fitting room setting was deliberately chosen to portray this experience as distinct from online shopping. Because after all, you can’t share a laugh with your friends on an e-shop.
And what were the results?
70 %
Positive emotions
21 %
Ø CEP lift
15 %
Ø relevance lift
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