Be a Part of the Joy Consumer Campaign

JLL Retail/National Portfolio

2015 ICSC MAXI Gold

Take a minute and imagine going to the mall during the peak of the holiday season. How does that make you feel? Anxious? Stressed? Most people agree.

Jones Lang LaSalle

For JLL Retail’s holiday campaign, The Dealey Group decided it was time to put some joy back in the holiday retail experience. Literally.

Freestanding, jumbo J and O letters were installed in high-traffic areas at every shopping center in the JLL Retail portfolio. Shoppers were invited to “be a part of the joy” by posing as the Y.


The user-generated content posted on social media converted online audiences into in-center traffic. The campaign resulted in a 4.1% YOY increase in holiday sales and a 239% increase in Instagram followers.