In celebration of Valentine’s Day, the Tunnel of Lovin’ was built around the drive-thru at the McDonald’s Southgate.
The tunnel was a spectacular experience that gave consumers no choice but to whip out their phones and capture it.
In celebration of Valentine’s Day, the Tunnel of Lovin’ was built around the drive-thru at the McDonald’s Southgate.
The tunnel was a spectacular experience that gave consumers no choice but to whip out their phones and capture it.
Vida e caffè has opened a kiosk in Musgrave Centre in Durban, Kwazulu-Natal. Facilitated by mall marketing specialist company Mall Ads, the kiosk is perfectly located under an escalator in an area that is prominent, captive and experiences a high footfall.
“Coffee kiosks under escalators have popped up in malls all over the country as the location provides the ideal dimensions and liminal space conducive to a coffee pause, be it to enjoy a quick espresso on the go or to take a break and connect with friends over a tall latte,” says Bonga Sibisi, Mall Ads™: Account Manager.
“We had prime space available at Musgrave Centre and were searching for a vibrant, on trend brand to fill it and our first choice was vida e caffè. They recently launched their new look and they add a fresh element to the tenant mix. From a business point of view, it makes perfect sense,” continues Sibisi.
The functional purpose of the mall environment is no longer simply about making a purchase, explains Sibisi, but rather it is a multidimensional experience. “Malls are shifting to more experiential features that include activations, pop up stores and kiosks. also, socialising and entertainment form an important part of the shopping process. As such Mall Ads™ is offering more experiences as well as marketing and business solutions that drive shoppers from prospect to purchase. The vida e caffè outlet at Musgrave Shopping Centre is a seamless business strategy where all stakeholders – landlord, tenant and shoppers – benefit.”
Hitesh Patel, vida e caffè Business Director explains that setting up a kiosk at the bustling Musgrave Centre is part of a strategy to roll out more opportunely-located kiosks. “The expansion of the brand through the implementation of strategically located kiosks – in airports, corporate offices and malls – ensures that our commitment to consistently, and now conveniently, delivering the perfect Vida experience is upheld. The convenience and location of our kiosks has opened the way for new consumers to engage with the brand.”
Mall Ads™ has rights to all the malls within the SA Corporate portfolio. These include Davenport Square, Umlazi Mega City, Bluff Shopping Centre, Springfield Value centre, Musgrave centre, Cavendish Square, Coachman’s Crossing, east Point, Montana Crossing, Stellenbosch Square and Kempton Shoprite Checkers.
Fourways Mall has turned to out of home media to draw shoppers from surrounding areas, tasking Street Network with a visually striking promotional campaign on bus shelters and taxi ranks in the surrounding area to grab the attention of commuters in the general Fourways area.
These locations are key, as their proximity to the Mall greatly increases the chances of a Mall visit directly after experiencing the visual elements of the campaign. One of the findings of Arbitron’s 2013 OOH Industry Report found that bus shelter advertising drives response, with as much as 26% of consumers of a campaign immediately visiting the business in question.
“Bus shelters a high reach and frequency media, providing directional signage to visitors and residents of the Fourways area,” says Howard Lonstein, Marketing Manager of Outdoor Network.
The Fourways Mall creative is dominated by a bright pink background and features an animated ‘family’ riding a rollercoaster, with the invitation to mall visitors to “Play@4WM” and promoting a family-friendly offering. Fully ‘wrapped’ bus shelters are being used a means of attracting shoppers from surrounding areas to the Mall as new shops open. The creative will be updated as new stores open, keeping consumers engaged and up to speed on the latest retail developments within the mall.
Fourways Mall opened its doors over 30 years ago and has become a landmark shopping destination in the northern suburbs of Johannesburg, and specifically the greater Fourways area.
The last three decades have also seen the Fourways area expand dramatically, with a number of businesses making their home in the suburb, along with numerous housing complexes such as Steyn City, additional shopping facilities, and nearby entertainment destination such as the Fourways Farmers Market which draws thousands of visitors on a weekly basis.
Once completed, the 178,000m2, Mall will be the ultimate shoppertainment family destination, with several exciting venues already opened as construction on the broader centre approaches completion. Stores in Fourways Mall cater to just about every need, from luxury homeware to arts and crafts, electronics, fashion, jewellery, banking, health and wellness, along with everyday essentials. There’s also an extensive entertainment offering, with a brand new Ster-Kinekor movie complex and kids’ cinema, as well as a wide variety of restaurants and fast food outlets, along with play areas for children.
The first phase of the campaign was concluded at the end of December 2018, with the second and third phases due to follow in 2019.
Pop Up stores have become a trend that has stuck and one that keeps evolving, bringing something new and exciting to shoppers. The worldwide Pop Up phenomenon is a consequence of a culmination of factors, and is working effectively for both brands wanting the bricks and mortar element and malls needing to rent out unoccupied space.
When it comes to retail, it has become very much a consumer’s world. As such, the mall environment needs to consistently keep up with the trends and even stay slightly ahead of the curve in order to keep attracting consumers or risk becoming redundant. Pop Up stores within the mall environment are starting to become a popular method of keeping a brand top of mind, generating sales and filling empty shop space. In fact, brands should consider the concept as part of their overall sales and marketing strategy. Below are three reasons.
The concept of Pop Up shops has evolved from an experimental exercise to an enduring experiential brand extension. Furthermore, it is a way of providing retail opportunities for brands where a fully-fledged retail presence – with long-term leases and everything else that goes with it – is not a viable option.
In a culture that is becoming ever more consumer-centric, brands are realising that in order to grab attention, they need to do things differently. They need to focus on their uniqueness and take advantage of that. Brands are also seeing the need to meet consumers where they are and this is where Pop Up stores fit squarely in the picture.
The Pop Up store isn’t just about selling merchandise, it’s also about connecting with the consumer in a way that is fresh and surprising. For example, online clothing brand BiBi Rouge opened a Pop Up at Coachman’s Crossing in Bryanston so that shoppers could engage with the clothing ranges in a more tangible way. It also helps conversion to sales as consumers are more likely to take their shopping basket to the till point, instead of leaving everything and walking out, as it so often happens in online shopping.
From the point of view of extended brand communication, the concept affords moments that are Instagram-able, Pinterest-able and drive social media sharing, thus further enhancing brand image and recall. A Pop Up allows consumers to connect with the brand on various levels.
This type of out the box thinking and implementation helps to unlock income opportunities within the mall environment for both clients and landlords. For teambuilding company Playworks, Mall Ads™ set up a Pop Up at Musgrave Centre in KwaZulu-Natal. Playworks is traditionally a team development specialist brand with an established clientele. The Pop Up aims to extend reach and brand recognition while increasing customer base. It is also bringing an added entertainment point to the mall and attracting shoppers who wouldn’t necessarily go to that mall. The justification isn’t just about selling, it’s about communicating elements of a brand and bringing a deeper understanding of what the brand stands for, in a physical environment.
Another development in the pop up trend is that it is helping to drive the reinvention of online retail. It is starting to happen in South Africa such as with BiBi Rouge, but in other markets we are seeing significant roll out. The Pop Up allows ecommerce companies to continue growing after hitting a threshold online.
In terms of mall landlords, Pop Up stores make spaces profitable, they attract feet and add to the tenant mix. For brands, they provide the opportunity for greater conversion, give their consumers an experience and also allows them to test the market before embarking on something more permanent.
It’s no small task for marketing campaigns to stand out and have a lasting effect, they need to stimulate minds, entertain and evoke emotion. JCDecaux’s Blue Creative Solutions department, is well equipped with the technical savvy and creative know-how to exceed client expectations with memorable campaigns that use the latest in digital technologies to enhance, dazzle and delight the consumers brand experience.
Three recent campaigns that have consumers talking include the Survivor’s “live reality show” billboard, Samsung’s spectacular Ultra Music Festival and Jameson’s Connects brand immersion events. All of which have shattered the parameters of the billboard taking OOH into an entirely new realm.
Jameson’s Interactive Cube
JCDecaux created Jameson’s now-famous Interact Cube for events in Zambia, Mozambique and Botswana, as part of the whiskey brand’s Jameson Connects 2018. On entering the cube, music, lights and lasers are activated and confetti canons fired sporadically, to instantly engulf partyers in a hip-hop wonderland that casts them as the star of a celebrity lifestyle.
The cube’s four walls, floor and ceiling were all mirrored to create infinite reflections and could accommodate a hip-hop party of 15. A camera captured all the in-cube action, which was then displayed on screens surrounding the main stage and snippets were shared on social media.
Jameson’s brief was to create unique experiences that would resonate with its target audience. Apart from the Interact Cube, media walls for photo opportunities, rustic wooden lettering, a play area with chess, local traditional games, basketball stands, and board game spaces were created. Perfect for people to play, engage and connect.
The Samsung Ultra Music Festival
Keeping with the party theme, the Blue Creative Solutions department assisted in creating a key branding and an experiential activation for the Samsung Ultra South Africa event in Johannesburg and Cape Town. With events targeting young, affluent and influential consumers, who generally have high standards when it comes to WOW experiences.
It was essential that the live events to bring a seamless Samsung branding experience to the party goers. In response, JCDecaux came up with epic, multi-touch point activations using cutting-edge tech that exceeded the norms of current festival experiences. LED signage was created for the main stage, a Samsung chill lounge, an LED media wall, an LED tunnel entrance. There were even promoters dressed as butterflies with inflatable wings, fluttering around.
Survivor South Africa
To create a campaign that would generate interest for the revival of the popular reality show after a five-year hiatus in South Africa, Retroviral and M-Net approached Blue Creative Solutions to combine the best in traditional media reach with an addictive offering of real-time social media.
To combine the best in traditional media reach with the addictive offering of real-time live social media. M-Net made a Wild Card Entry available for 8 brave radio listeners across South Africa to compete for by living on a billboard for three days, competing the challenges and voting in Tribal Council eliminations.
When two contestants remained, those voted out as the jury returned to cast their vote for the person they would be sending into the actual show as the Wild Card Entry.
This adapted format of the Survivor experience was brought to life, live on the most impactful urban jungle billboards in Johannesburg – turning its application on its head! All challenges and Tribal Councils were streamed live on social media and featured on participating radio stations.
Every nuance of the show was recreated on the billboard to ensure that both new and die-hard fans would love the campaign.
In the just three days that the campaign took place, the Survivor South Africa Facebook page gained 2000 new followers, 98 000 people were reached in traffic across the country and altogether 2.87-million people were reached in 48 hours.
|Provantage Media Group is proud to have partnered with the prestigious APEX awards hosted the by the Association for Communication and Advertising yet again in 2018. The APEX programme is aligned to Provantage Media Group’s values and principles of efficacy and of transformation as well as the upliftment of the youth.
This is a partnership that PMG is extremely proud of as it is the most sought after award in the industry from a business perspective. Through celebrating and awarding creative effectiveness, APEX highlights the fact that the broader marketing and communications sector delivers and is key to business success.
As was the case with 2017, as Key Partner, PMG was afforded the opportunity to once more be the official brand behind the highly respected APEX NeXt Level of Thinking Masterclass. This year the speakers, tapping into effectiveness in marketing and communications campaigns, looked at a topic which we believe is critical in terms of the narrative of the South African broader marketing and communications, that of diversity. Furthermore, the topics of AI and technology and how they continue to impact the communications environment were highlighted.
But before delegates were welcomed by Talk Show host and Champion South Africa Founder Ashraf Garda, attendees were offered a light breakfast and enticed by the aroma of freshly extracted 100% pure African Arabica coffees at the PMG coffee station. Using the opportunity to highlight PMG’s further expansion into the African continent, a PMG branded coffee station provided delegates with a hot and much needed coffee fix as the event kicked off on an unusually cold Highveld morning.
The morning event was followed by the Gala Awards Ceremony in the evening where the most effective campaigns were announced in two categories namely The ABInBev Launch Category and The PMG Change Category. A Kantar Millward Brown special award was also handed out for a campaign that demonstrated the most ingenious response to limited advertising or research funds.
APEX awards the work that works and celebrates campaigns that have a positive effect on return on investment. It is with great pride that this year a campaign which PMG was involved in won two APEX awards. The NSPCA ‘Dog Fight’ campaign from Grey South Africa received a Bronze APEX and also an APEX Special Award.
The campaign which flighted on PMG’s Trailer offering resulted in massive awareness and impact, with the response received far beyond what was expected. Placed on only one trailer, and strategically positioned, the campaign had an initial message, with a follow up message scheduled to be announced 5 days later. This however was not the case as the second message had to be announced within mere hours of the campaign going live.
PMG is proud to be associated with such a creatively effective campaign, one that demonstrates not only the value that marketing and communications campaigns bring to brands, but one that highlights the efficacy and value proposition offered by Out-of-Home as a media channel.
The APEX Bursary Scheme has been an integral part of the awards programme since 2010 and it was an honour as Key Partner to once more have an opportunity to contribute toward the APEX Bursary scheme which ensures that deserving PDI students are provided the opportunity to complete their studies and enter the world of marketing communications. This year eight bursaries were handed out, bringing the total number of bursaries since 2010 to eighty – a fantastic achievement.
PMG prides itself on providing a service offering that delivers relevant and effective marketing and advertising solutions within the Out-of-Home environment. Through continued and extensive investment in human resources, product offering and research, Provantage Media Group continues to bolster its prominence and leadership within the industry. It is this importance that PMG places on efficacy which ensures that the partnership with the APEX awards is one rooted in our own beliefs and actions, and in encouraging brands to keep targeting effective campaigns at all times.
Bonga Sibisi of Mall Ads™ says, “The Playworks pop-up store concept brings laser tag and Escape Room teambuilding fun and entertainment value to the mall retail offering – this is beneficial to both client and landlord. What’s more, it is attracting people who wouldn’t normally visit the mall.”
Angela Boshoff of Playworks adds, “Our mission is to develop South Africa’s human capital through fun team play. When the opportunity arose to maximise our brand exposure and create a new revenue stream with the Mall Ads solution at Musgrave Centre, we grabbed it. The concept store is attracting a variety of ages – from school going children to adults.”
Mall Ads™ aims to continue to create solutions for optimising non-GLA spaces that will create financial benefit for landlords as well as allow for alternative creative execution and extended consumer engagement for brands wanting to elevate and broaden their visibility within the mall environment.
Mall Ads™’ alternative income solutions aim to unlock value for all stakeholders – including landlords, brands and consumers.
In order to attract shoppers to the newly refurbished and extended East Point Shopping Centre in Ekurhuleni, the mall has implemented a marketing campaign which features a strategic mix of communication touchpoints including OOH media, experiential marketing and social media. Mall Ads™ is supporting the campaign by amplifying it through strategically positioned hanging banners.
With the key objective of increasing feet into the mall, the campaign offers excitement, value and reward for shoppers in the form of visual communications and shoppertainment. Shoppers stand a chance of winning tickets to the Katy Perry concert as well as other prizes.
Promoting the campaign, hanging banners with eye-catching, highly visual creative, are visible throughout the mall. And extending the messaging is an experiential campaign that includes a specially built stage with professional promoters engaging with shoppers and encouraging them to ‘shop and win’. The campaign has been extended to social media, creating yet another touchpoint for East Point to communicate with shoppers.
“Advertising within a mall environment feeds into and satisfies the need states of consumers. They want their experience to be personal, they want value, trust, recognition and they want convenience. The Katy Perry campaign takes all these factors into account with the result that it is proving to be extremely successful,” comments John Faia, GM: Mall Ads™.
Mall Ads™ is pioneering the move to finding effective solutions through which retail landlords can benefit from non-GLA (non- gross lettable area) revenue streams and unlock opportunities for effective OOH campaigns within the mall environment. John Faia, General Manager of Mall Ads™ explains how.
After we launched Mall Ads™, our research showed that there is no single product or stand-alone solution within the alternative income space that can currently unlock true value for all stakeholders – including landlord, tenant, brand and shopper. There are many players and this makes the management and effective use of these spaces somewhat fragmented. We want to create the best possible solutions for optimising these spaces that will not only create financial benefit for landlords, but will maximise creative execution and footprint for brands wanting to advertise within the mall environment. A single solution doesn’t bring value, but a bundled strategy encompassing a variety of mall media across numerous malls is not only effective, it prolifically augments brand recall and purchase.
OOH campaign in non-GLA space increases appeal for mall and brand
Take for example a recent mall marketing initiated campaign executed for the Aussie Aqua Circus at Musgrave Shopping Centre in Durban. The performers did a preview of the show at the mall over two days. This was supported extensively via a social media campaign. The result was an increase in ticket sales for the Aussie Circus, to the point that they extended the show for a further two weeks. What the campaign also did was to substantially increase footfall into the mall due to the spectator value of the performances.
Shoppers expect brand experiences as part of their shopping journey. If implemented effectively, these experiences can directly influence buying decisions. Advertising and experiential marketing within the mall environment closes the loop in shopper engagement as it is the last point of influence before a purchase is made.
At the same mall, Mall Ads™ implemented a campaign for eThekhwini Municipality which provided the opportunity for consumers to query water and electricity bills and similar services, conveniently on a weekend. It was extremely successful with the result that the municipality is looking to rent space inside the mall.
Brand campaigns can add significant value to a site, not only in revenue but in adding atmosphere and aesthetic appeal. This can influence shoppers to dwell longer and prompt them to purchase. Campaigns can even attract consumers who would not normally shop at a particular mall to go there, as was the case with the eThekwini campaign.
Advertising creates context for brands wanting to engage shoppers
Malls are full of advertising opportunities and our aim is to unlock the prospect and value of these environments. In recognising that our core role is to offer innovative methods to generate income, part of our focus is on finding ways to drive optimisation in this area. No two malls are the same, they are unique locations with their own footfall, peak times and dwell times. This is brilliant for OOH marketing because it means that campaigns can be tailor-made to suit the mindset and visit frequency of the shopper in each location and elevate the brand engagement within the right context. Brands can engage and respond to shoppers in the right place and at the right time. Different centres require different approaches and we implement bespoke plans per mall to create the best experience for shoppers through activities whilst at the same time extracting maximum value from that space for landlords.
At its core, Mall Ads™ focuses on providing innovative and bespoke advertising and media solutions within each shopping centre environment. Our aim is to engage shoppers and stimulate spending to the benefit of brands, tenants and landlord.
Not every date goes well! Bad dates happen and sometimes, escape is required. Primedia Unlimited’s TLC provided the perfect environment to communicate humorous snippets on how to escape ‘those’ situations in many relevant environments.
“Diesel Jeans recently briefed TLC Media to run a one month campaign in various environments for the launch of their new jeans – JoggJeans,” says Greg Bruwer, TLC’s Managing Director. “The campaign communicates the many ways one can escape a bad date in relevant environments, reinforcing the Diesel collection of jeans ‘so comfortable you’ll forget you’re wearing them’, even at top speed!”
In order to communicate to the consumer at every possible turn and touch point, Bad Date Survival Tips were placed as decals on change room mirrors in selected Edgars stores and the washrooms of selected shopping malls. These offered advice on many funny ways to escape from an awkward date.
In order to target a wide range of people, the campaign was extended into spaces beyond the Diesel stores and selected shopping malls. TLC presented Diesel’s Bad Date Survival Tips to people in spaces where bad dates happen all the time, like in restaurants and bars through mirror decals and backlit mirror frames.
Including the JoggJeans campaign in a gym is perhaps a surprising but a completely natural choice when one thinks about it. 20 Planet Fitness Gyms provided additional outlets to the campaign through to use of A4 frames. While gym-goers were pumping iron or training, they were presented with a Survival Tip and the classic “or just run in Diesel JoggJeans” call to action line.
“This was a fun and well executed campaign for Diesel JoggJeans,” concludes Bruwer. “It just confirms that washroom advertising can be fashionable and entertaining at the same time!”