Radio station 5FM recently selected The Zone@Rosebank as the ultimate venue to host its launch Ultimix@6 underground party. This is just the first of many basement events that will take place at The Zone.
Ultimix@6 was launched last year in an effort by The Fresh Drive, 5FM’s award-winning afternoon-drive show (weekdays between 3pm and 7pm), to find up-and-coming new DJ talent and give them the opportunity to showcase their skills.
The campaign surrounding Ultimix@6 at The Zone was designed by Unlimited subsidiary Primedia Lifestyle South Africa’s leading mall marketing consultancy, to target 18 to 24-year-old consumers across all genders and races.
Primedia Lifestyle MD Doug Mayne says; “We were looking to brand The Zone @ Rosebank and generate awareness around it as an urban centre with a decidedly creative style. This in light of the fact that ‘The Zone experience’ features some of the most sought after fashion and quality merchandise which makes it a one-stop fashion, fusion and food shopping experience.”
The Primedia Lifestyle Ultimix@6 campaign was extensively advertised on 5FM, generating more than R300 000 worth of on-air mentions for The Zone @ Rosebank. Awareness was also generated on 5FM’s website and social media platforms, as well as via out of home media, including street pole advertisements.
“These media platforms were selected as the ideal mediums with which the target market for Ultimix@6 interacts and the launch event certainly drew a crowd and was a resounding success for The Zone,” adds Mayne.