The celebrate the opening of Gauteng’s latest premium shopping destination, Forest Hill City, Primedia Unlimited’s Mall Active, the specialist mall activation company, developed and managed the ‘My Way of Life’ campaign which included the grand finale ‘My Concert’ event.
Accessible from Centurion, Midrand, Sandton, Johannesburg and Pretoria, the R1.5 billion mall is the first of its kind for the area and features over 200 shops. It is the first phase of the lifestyle “live, work, play” development and will eventually include retail, dining, offices, hotels, showrooms and residences.
Tapping into the celeb appeal of popular South African celebrities, Mall Active delivered a stunning conclusion to the ‘My Way of Life’ campaign in the form of an afternoon concert which included DJ Warraz as the emcee and performances by Mi Casa and Euphonik. 20 consumers additionally had a chance to win R60 000 cash and VIP experiences in the VIP area.
“From a marketing point of view the concert was definitely a success as more than 2 000 new customers celebrated the afternoon away with amazing South African music,” says Mall Active’s Travis Brown.
As an entertainment and shopping destination the marketing campaign featured five campaigns within the overall campaign namely ‘For My Fashion’ or ‘For My Home’ or For My Lifestyle’ or ‘For My Entertainment’ or ‘For My Food’.
“The ‘My Concert’ essentially highlighted the entertainment factor that Forest Hill City will be able to provide,” says Brown.