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Mall activation puts car brands in consumer hands
Mall Active

After a six-month period of promoting two separate luxury vehicle brands using countrywide mall activations, both Jaguar and the Range Rover Evogue have reported a collective of over 1 700 sales leads.

“These actionable leads were generated through one-on-one engagement between prospective buyers and our trained promoters,” says Mall Active’s Travis Brown. “Overall the Jaguar activation ran in 11 malls and the Range Rover Evogue in 14.”

Brown believes that the use of iPads at the activations contributed greatly to the overall success of the two campaigns. “With coding created by Cyberkinetics; six iPads were made available at the stands – four contained in-depth information on the specifications, features, colour options, availability, pricing and picture gallery of the vehicles – and two were used by the brand ambassadors to generate sales leads ” he says.

“By utilising iPads, we were immediately able to e-mail interested consumers the relevant brochures, book a test drive on the spot or arrange for a dealer in their area to contact them.”

The shopping centres hosting the two displays were: The Gateway Theatre of Shopping; Musgrave Centre; Brooklyn Mall; Menlyn, Woodlands Shopping Centres; Eastgate; Design Quarter; Melrose Arch; Sandton City; Hyde Park; Mimosa Mall; Waterfall; Vaal Mall; Somerset; Cavendish Square, V&A Waterfront and Canal Walk.

“Buying a luxury vehicle is not a decision that is taken lightly. Therefore the more accessible the vehicle is to the potential buyer the better informed he or she will be, and the more comfortable they will be in making a final decision. Great mall activations are about engaging the senses and allowing the consumer, to see, feel, touch and engage with the brand,” explains Brown