Amka has selected Primedia Unlimited’s shopping mall activation specialist, Mall Active, to generate awareness around its new range of Easy Waves’ styling gels by ensuring that consumers could engage with the product and even have their hair styled inside shopping malls across the country.
Targeting mainly female consumers, who don’t have weaves or braids, Mall Active planned an activation for Easy Waves’ styling gels that sees consumers getting their hair styled by professional stylists inside the Menlyn, Bridge City, Pavillion, Gateway, Southgate, Maponya, Cresta and Eastgate shopping malls.
Primedia Unlimited’s GlamCam business was also on hand for consumers to have pictures taken of their mini makeovers which were subsequently posted to GlamCam’s dedicated Facebook page.
“Consumers are able to experience the new Easy Waves’ styling gels first hand and also get to enjoy a new hair style,” says Mall Active’s Travis Brown.
The four-month campaign also sees trained promoters engaging with consumers and talking to them about the new range of products and their benefits.
“The campaign is being well received by consumers who get excited by the prospect of having their hair styled professionally. It’s making a big impact in the mall environment where consumers have the time to engage with the products and relax a little with the trained promoters,” adds Brown.
For more on Mall Active, visit www.primedia-unlimited.co.za