South Bank Corporation

Through showcasing how Gen Zs can use South Bank as their third space and have fun through shareable content designed to spark conversations in the DM’s, For Real Communications ‘See you at South Bank' reframes South Bank in the eyes of the target audience as a place to rediscover, integrate into their routine and socialise.

“See You at South Bank”

Our campaign, “See You at South Bank", is both a call to action and an expectation for all young adults to visit Southbank as their new "third space". We reframed South Bank from being the family and tourist destination to a place of rediscovery, routine, and social gathering.

The core strategy was authentic, vlogging-style reels and stories based around 4 main archetypes: the young professional, the fitness fan, the student, and the artsy one. Each archetype focused on a certain part of South Bank to expose sections of the location that many young adults either forgot about or were not aware of, sparking their curiosity and interest and framing our South Bank as the social hangout destination.