Proudly South African’s current campaign encouraging consumers to buy South African products is taking the form of a national road show at Shopping Centres utilising Mall Active, Unlimited’s shopping mall activation experts.
Mall Active General Manager Travis Brown says: “The key message Proudly South African wants to convey to consumers at shopping malls is ‘Be proudly South African! Buy local to create jobs!’ We were therefore tasked with creating the activation which would attract the attention of shoppers within the centres over weekends.
“Most people are usually in a rush to do their shopping so they can get home. Key to driving home the client’s message was ensuring there was constant meaningful engagement, so consumers were continuously drawn to the stand throughout the various activities. Brand ambassadors were also present to engage directly with consumers reinforcing Proudly South African’s key objectives.”
The bright colourful stand cut through shopping mall clutter enabling Proudly South African to be noticed by all shoppers in the vicinity. To ensure the message was heard loud and clear the dynamic Somizi Mhlongo – well known singer, actor and television personality known for his flamboyancy – was the perfect choice for MC as his vibrant personality attracted consumers to the stand.
Companies who were part of the road show were interviewed by him allowing consumers to find out more about the local businesses that should be supported in order to grow the economy and create jobs.
Shoppers were also introduced to the Makoya Mnzani Dance that had been specially developed for the road show. Shoppers were encouraged to show their best dance moves with the best dancers winning Proudly South African products.
The national road show started in Nelspruit before proceeding to Cape Town and Durban. Another ten shopping centres in key strategic locations across South Africa have also been earmarked by Mall Active to host The Proudly South African road show during 2012.