Designed in partnership with fashion icon Victoria Beckham, Range Rover’s latest creation boasts an engaging blend of dynamic handling and refined engineering, as well as being the most sustainable Range Rover ever. Unlimited’s activation specialists Mall Active have been commissioned to bring this new arrival to the attention of shoppers, through its centre court, stand creation and direct selling expertise.
The unveiling of the new ‘baby’ Range Rover is a bid by the vehicle manufacturer to turn the mini-off-roader into a fashion icon for a younger generation. Tasked with making the vehicle accessible to fashion conscious consumers while giving them an unexpected look at the unique SUV, Mall Active was commissioned to manage all aspects of the four-month long mall road show across South Africa.
The road show kicked off in Cape Town’s Canal Walk, Somerset Mall, Cavendish Mall and the V&A Waterfront shopping centres over the festive season, displaying the 3-door Evoque Prestige and 5-door Evoque Dynamic models at the centre courts of each mall. The activation then moved to Mimosa Mall in Bloemfontein, Waterfall Mall in Rustenburg and the Vaal Mall. As from February, the display will make its appearance at Sandton, Eastgate Melrose Arch and Design Quarter in Johannesburg, as well as in the Menlyn, Woodlands and Brooklyn shopping centres in Pretoria.
The all-inclusive activation consists of exhibiting the vehicles with ambassadors equipped with informational iPads to assist consumers. To echo the modern aspects of the Evoque, all information relating to the vehicles are presented to consumers on the interactive iPads, including specifications, features, colour options, trim options, picture galleries and the all important pricing.
The two brand ambassadors manning the stand interact with interested shoppers and answer any product related questions not found in the interactive media. They also make use of the iPads to record the contact details of consumers on the spot, should they be interested in purchasing the vehicles and require a dealer to contact them.
Travis Brown Mall Active’s General Manager comments, “By utilising modern technology such as iPads with 3G, we were able to instantly email interested consumers the Evoque brochures, book a test drive on the spot or arrange for a dealer in their area to contact them.”
Mall Active mention that while using the activation platform, advertisers are provided with the perfect opportunity to populate customer databases with contact details of interested consumers, reaching them within a relaxed environment, at a time that is convenient to them.
“After just six activations, Range Rover had secured 722 actionable leads,” adds Travis. “These numbers are great considering the price point of the vehicles and that we still have a host of activations to come. We are confident that many more leads will be generated in the forth coming activations.”
The new Range Rover Evoque’s compact footprint and advanced technology deliver exciting performance together with low fuel consumption and CO2 emissions.