Estates on Fleek

With the rise of millennials and Gen Z, the strength of their voices grew. There came a need to provide a shared space to showcase their passions. Ayala Land Estates Inc. (ALEI) launched “Estates on Fleek”, a program that would create a new world of discovery for them where our estates are “On fleek” or spot on for their interests.
Estates on Fleek is a campaign aimed to share spaces with communities of enthusiasts to explore their interests and help their passions grow. Interested members of the public were welcomed into these spaces to discover new avenues for fun and fulfillment.
ALEI held its first phygital experience to kickoff the campaign with the Catchathon Scavenger Hunt. This activity brought in enthusiasts of the gaming app, Pokemon Go. The Catchathon gave a twist to the traditional form of Easter egg hunting, as participants scout for the best Pokemon catches in augmented reality spaces within the estates.
Tiktok rose to fame in 2022. Tiktok users were looking for more creative and unique spaces to shoot their content. ALEI launched the Tiktok Capital which highlights the Tiktok spaces in the estates. This included launching ALEI Tiktok accounts, place markers and influencer marketing of the best locations in ALEI.

Roller Skating became an alternative sport during the pandemic. Roller Skating enthusiasts were constantly searching for an open road with no traffic to be their rolling zone. ALEI created a venue for roller skaters with weekend roll outs through Skate Date in Makati. Makati blocked off streets to bring the skating community together.

This campaign continued with a partnership with Cosplay Manila to bring the first Cosplay Fan Festival in ALEI. This included a fan fair with 50 tenants, a Cosplay competition parade and more.

The campaign reached 4.5 million online, attracted 92,000 participants to join and contributed to PHP in millions for merchant sales in Ayala Malls.