Although the activation has only been running for two of its five months, 140 leads have already been generated by the in-mall activation for Jaguar, managed by Unlimited’s Mall Active.
Showcasing the latest Jaguar XF and the Jaguar XJ range, the international motor manufacturer is targeting upper income earning consumers, with the objective of persuading them to either upgrade their Jaguars or to switch brands.
Under the management of Mall Active, who oversee all execution elements of the activations, two iPads have been made available at each vehicle on the stand, containing in-depth information on the specifications, features, colour options, availability of vehicles, pricing and picture gallery of the vehicles.
The Jaguar brand ambassadors also use their own iPads to record the consumer’s details and any requests for follow up information they require. Once uploaded, the data is immediately uploaded to Jaguar’s head office for the desired dealership to follow up on the consumer’s request.
“Buying a luxury vehicle is not a decision that is taken lightly,” says Mall Active’s General Manager Travis Brown, “therefore the more accessible the vehicle is to the potential buyer the better informed he or she will be, and the more comfortable they will be in making the final decision. Great mall activations are about engaging the senses and allowing the consumer, to see, feel, touch and engage with the vehicle.
After just three activations, Jaguar had secured 140 actionable leads, a great feat considering the cost of the vehicles and that we’re not even halfway through! These are great results for Jaguar.”
Shopping centres hosting the display over the five month period are The Gateway Theatre of Shopping and Musgrave Centre in Durban, followed by the activation moving to the Brooklyn and Woodlands shopping centres in Pretoria. The Mall Active team then travel to Eastgate, Design Quarter, Melrose Arch, Sandton City and Hyde Park in Johannesburg and culminate the activation campaign at the Somerset and Cavendish Square malls in Cape Town.