Mall Active, Primedia Unlimited’s shopping mall activation specialist, generated 220 leads for its client, Alpha Romeo, during a recent shopping mall activation at the Eastgate and Sandton City shopping centres.
“Alpha Romeo’s aim for the activation was to generate a bigger brand presence through its in-mall activation that enabled consumers to engage with Alfa’s new range of vehicles,” says Mall Active’s Travis Brown.
This was the ideal campaign for Mall Active which specialises in running activations that are innovative and results driven, to give its clients the opportunity to positively influence their consumers directly at the point of purchase.
Targeting mainly LSM 7 – 10 consumers, the Alfa Romeo Mall Active campaign ensured that current and potential consumers were able to view and experience the Alpha Romeo 4C, Mito and Giulietta; whilst generating a valuable database of interested customers at the same time.
Mall Active trained Alfa Romeo brand ambassadors who drew customers to the activation and engaged with them, enabling them to ask questions about the vehicles right from spec details through to pricing.
“The Giulietta sparked a lot of interest whilst consumers were ‘blown away’ by the 4C, which attracted visitors to the activation like a ‘moth to a flame’,” says one of the brand ambassadors.
“Overall, consumers were surprised at how well priced the Alfa Romeos are and were curious about the new models,” he adds.
For more on Mall Active, visit www.mallactive.co.za.