Central Eats

CASE #3

Content type: User-generated Content (UGC)

Language: Thai

Client: Central Pattana

Central Eats is a short-form content concept that aims to promote stores within the Central chain shopping malls. This specific example was targeted at foodies on a budget.

The Brief

We discussed the client's goals and expectations for the project which set up the guidelines for what was needed.

Maintaining the Brand

The client wanted content that would help with the image upkeep of the mall and its brand. Introduce new potential clients to the mall and its offerings.

Evergreen Content

The content should not be time-sensitive and can be published as filler content when the mall is not pushing its channels for events and promotions.

Short-form Content

The client was looking for content that could be put on Instagram Reels, TikTok, and Facebook to reach a wide audience.

Captivates Audiences

The content should be entertaining while packing information about the mall and giving the audience a reason to watch.

Concept

Central Westgate offers a wide range of offerings for every type of customer. Westgate is even described as "the most complete 'Super Regional Mall'" by Central Pattana. But with the mall being so big, it may feel overwhelming to new visitors.

Therefore the concept of "Central Eats" was born, aiming to promote the shops within the mall through UGC-style clips as they are popular among social media users.

The concept could even be spun off into "Central Shop" to showcase hidden gem shops or "Central Destination" to showcase must-see spots at the mall. But "Central Eats" was selected to be the proof of concept.

The Process

Shot List & Filming

Planning out shots required at the location. Ensuring the footage matches the script and there is plenty of insert shots for editing.

Script & Voiceover

A script was written on Notion and the voiceover was recorded on Adobe Audition. The voiceover motivates the editing.

Editing

Using Capcut, I edited the style to match common Thai UGC that reviews or recommends restaurants. Graphics and text were added to highlight information. Capcut was chosen since it is free, allowing other branches to edit this style of content without cost.