South Park District

Avida Land is the upper mid-market real estate brand of Ayala Land. One of its developments is the South Park District, a 6.6-hectare mixed-use development that integrates the mall, offices, transportation terminal, and residential condos — Avida Towers Altura and Avida Towers Ardane, with open spaces that bring to life a place that's “Part City, Part Nature, Pure South" in Muntinlupa City.

Moreover, Avida has demonstrated a commitment to supporting Filipino artists through various initiatives such as the mural, 3D street paintings, and art installations which resulted to enriching the landscape of South Park District.

Avida Land's primary objective for Art in South Park was to generate significant social media buzz and positive brand awareness for South Park District. This was measured through:​

Social media impressions: The total number of times social media posts mentioning the art installations are seen. Target was at 5 million impressions.​

Social media engagement: The total number of likes, comments, and shares on social media posts about the installations. Target was 150,000 engagements.​

Positive earned media coverage: The amount of positive media mentions featuring the art installations and South Park District. Target was 10-15 media placements. ​

Key Marketing Actions and Intermediate Results:​

Campaign Hashtag: #ArtInSouthPark was created to encourage social media sharing.​

Influencer Marketing: Partnered with micro-influencers popular with the target demographics to generate organic content featuring the art installations.​

Interactive Elements: Both the mural and the 3D street art encouraged visitors to take pictures from specific angles for an enhanced experience, increasing shareability.​

Media Launch: Press releases and a media launch were initiated highlighting the art installations, South Park District's amenities, and Avida Land's commitment to art and community.​

These actions resulted in:​

Over 3.5 million impressions on the campaign hashtag #ArtInSouthPark ​

Engagement on influencer posts featuring the installations reached over 150,000.​

Secured media placements in over 25 online publications and several local news broadcasts.​