Beijing Road TEEMALL Dual Festival Urban Seeding北京路天河城双节城市种草
Meantime reframed festival content from a discount list into an immersive urban guide, integrating Beijing Road TEEMALL into Guangzhou day-trip itineraries and discovery experiences.明通没有把双节内容写成促销清单，而是把北京路天河城放进广州一日游、探店与城市漫游攻略。
Company project materials on file. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
During the Golden Week, Beijing Road pedestrian street saw massive foot traffic. The mall needed to attract both tourists and locals amidst high competition. Simple discount messaging struggled to stand out against a flood of festival content.黄金周期间，北京路步行街客流巨大，商场既要承接外地游客，也要吸引本地消费者。 信息多、竞争强，单纯讲折扣很难从海量节庆内容中脱颖而出。
02
The decisive insight关键洞察
Meantime identified core judgments connecting brand value with market action by starting from real audiences, usage scenarios, and decision barriers.明通从真实人群、使用场景与决策阻力出发，找到能同时连接品牌价值与市场行动的核心判断。
03
The core idea核心创意
Highlight dining, entertainment, shopping features by pairing mall content with Beijing Road attractions. Replace commercial tone with user language like 'day-trip guide' or 'all-day fun'. Leverage influencers for initial traction, grassroots users for diffusion, and search data for retention. Preheat Zone B and the Moomin Cafe's Guangzhou debut to balance current traffic with future anticipation.挖掘吃喝玩乐购特色，把商场内容与北京路城市景点组合； 用“一日游攻略”“可爱小店”“玩一整天”等用户语言替代商业宣传口吻； 通过达人打卡、线下地推与素人发布形成“KOL引导—KOC扩散—搜索沉淀”； 提前预热B区与姆明主题咖啡馆广州首店，兼顾当期客流与后续期待。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
挖掘吃喝玩乐购特色，把商场内容与北京路城市景点组合；
02
用“一日游攻略”“可爱小店”“玩一整天”等用户语言替代商业宣传口吻；
03
通过达人打卡、线下地推与素人发布形成“KOL引导—KOC扩散—搜索沉淀”；
04
提前预热B区与姆明主题咖啡馆广州首店，兼顾当期客流与后续期待。
01
Highlighted dining, entertainment, and shopping features by pairing mall content with Beijing Road attractions.
02
Replaced commercial tone with user language such as 'day-trip guide' or 'all-day fun'.
03
Leveraged influencers for initial traction, grassroots users for diffusion, and search data for retention.
04
Preheated Zone B and the Moomin Cafe's Guangzhou debut to balance current traffic with future anticipation.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
项目材料记录了相应交付与传播成果；公开展示以已完成授权与口径核验的内容为准。
01
Project materials document corresponding delivery and communication results.
02
Public display reflects content authorized and verified by the client.
What this proves它证明什么
Why this case matters案例价值
This case demonstrates how Meantime connected judgment, creativity, and execution for 'Beijing Road TEEMALL Dual Festival Urban Seeding' into a clear, reviewable project path.这个案例展示了明通如何围绕“北京路天河城双节城市种草”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
One relationship word—partnership—connected Guangzhou's history, industrial opportunity, and invitation to the world.城市与企业合伙，产业与人才合伙，政府与市民合伙；广州的开放从性格变成面向未来的邀请。
