Making Mid-Autumn Reunion and National Celebration Continuous Popular Content for Eight Days让中秋团圆与家国同庆，成为商场8天持续发生的人气内容
Meantime used thematic installations, family crafts, and national heritage to move festival atmosphere from visible to inviting, engaging, and memorable.明通用主题美陈、亲子手作与国潮非遗，把节日氛围从“看得见”推进到“愿意来、愿意玩、愿意记住”。
Internal company project materials. 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
With Mid-Autumn and National Day overlapping, commercial projects competed for family traffic. TEEMALL needed a unified theme with localized execution to create sustained momentum and build assets for future customer retention.中秋与国庆叠加，商业项目都在争夺家庭客流。 天河城商业需要在多个商场统一主题、因地执行，通过连续活动制造人气，并为后续蓄客与品牌形象留下资产。
02
The decisive insight关键洞察
Meantime identified core connections between brand value and 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
Deployed thematic installations across three malls using fish lanterns, jade rabbits, mooncakes, red drums, and Chinese tech to link reunion with patriotism. Conducted DIY workshops in four malls featuring floral lanterns, intangible heritage printing fans, acrylic lights, and national trend opera frames. Utilized 360-degree double-sided displays to boost visibility and photo opportunities. Rotated daily themes to increase repeat visits and content freshness.在3个商场落地中秋、国庆主题美陈，以鱼灯、玉兔、月饼、红鼓与中国科技等元素连接团圆与家国； 在4个商场连续开展花草灯笼、非遗拓印团扇、亚克力灯、国潮戏曲相框画等DIY； 用360度双面美陈提升空间可见度和打卡效率； 通过每日主题变化，增加家庭客群重复到访与内容新鲜度。
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
在3个商场落地中秋、国庆主题美陈，以鱼灯、玉兔、月饼、红鼓与中国科技等元素连接团圆与家国；
02
在4个商场连续开展花草灯笼、非遗拓印团扇、亚克力灯、国潮戏曲相框画等DIY；
03
用360度双面美陈提升空间可见度和打卡效率；
04
通过每日主题变化，增加家庭客群重复到访与内容新鲜度。
01
Deployed thematic installations across three malls using fish lanterns, jade rabbits, mooncakes, red drums, and Chinese tech to link reunion with patriotism.
02
Conducted DIY workshops in four malls featuring floral lanterns, intangible heritage printing fans, acrylic lights, and national trend opera frames.
03
Utilized 360-degree double-sided displays to boost visibility and photo opportunities.
04
Rotated daily themes to increase repeat visits and content freshness.
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
明通让“节日装饰”升级为参与型商业体验。
01
Meantime upgraded 'festival decoration' into participatory commercial experiences.
What this proves它证明什么
Why this case matters案例价值
This case study demonstrates how Meantime connected judgment, creativity, and execution to create a clear, reviewable project path focused on making Mid-Autumn reunion and national celebration continuous popular content.这个案例展示了明通如何围绕“让中秋团圆与家国同庆，成为商场8天持续发生的人气内容”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
Meantime organized travel, dining, shopping, transfers, and passenger care into ten content phases under the Fly via Guangzhou platform.以“经广飞 Family”统一出行、餐饮、购物、接机与暖心服务，持续经营十个旅客场景。
广州白云国际机场品牌增长与年度传播内容与体验激活
Guangzhou Baiyun International AirportBrand Growth and Annual CommunicationsContent and Experience Activation
