Full Article

Mall Active catches the Gautrain target market
Mall Active

To announce the opening of the Gautrain’s Rosebank to Park Station link, the Bombela Concession Company (Pty) Ltd enlisted the services of Unlimited’s in mall activation division, Mall Active.

For a period of two months, the final leg of the Gautrain service is being promoted by Mall Active and is aimed primarily at commuters who will use the service to get into the Sandton or Rosebank CBD quickly and conveniently.

Mall Active GM Travis Brown says; “The audience we’ve had to address is quite diverse. For instance we need to communicate with people who would use the Gautrain service to commute from Johannesburg to Sandton, Rosebank, Pretoria and the airport.”

Creative elements for the campaign have been designed and executed by Gautrain’s creative agency, JWT.

“The launch of the final leg of the campaign is supported by a range of elements including radio, outdoor, digital and mall activations.”

The mall campaign gives consumers a chance to engage with the brand and to ask brand ambassadors any service related questions they might have, including how to download the Gautrain iPad or Blackberry apps, how the SMS service works and information on bus routes etc.

“The actual stand comprises a 42” screen with an information video and a vending machine which is able to provide R100 Gautrain cards to encourage consumers to use the new route, or try the service for the first time,” says Brown.

The Malls hosting the activation are primarily situated in the South of Johannesburg, where the majority of the new commuters would live and require transport.

The Gautrain campaign has been activated in the Southgate, Alberton City, The Glen and Maponya Malls. Following the mall phase, the stand will be taken to the Wits University campus, Arts on Main, Braamfontein Community Market and the Rosebank Rooftop Market.