The ability of the Primedia Unlimited Mall Division’s group of businesses to offer clients a bouquet of activation (Mall Active in partnership with Matchworld) and sponsorship and exhibition management (Mall Fusion) services, has been clearly illustrated by the first fully integrated campaign conceptualised for Eastgate Shopping Centre. This forms part of the centre’s role as the retail and social partner for the Sansui Summer Cup (SSC).
Mall Fusion’s Mmapula Mothapo says that the rationale behind the campaign stems from the fact that the Sansui Summer Cup is trying to increase its brand presence and boost attendance at the event by positioning itself alongside horse races like Cape Town’s J&B Met or Durban’s Vodacom July.
“The overall aim was to increase brand exposure for the annual SSC and thereby increase attendance at the event and leverage off and increase consumer knowledge of Sansui’s sponsorship of the race,” she explains.
The target market for the promotion was multi racial, male and female, techno savvy LSM 5 to 10 fashion conscious adults, who are not afraid to be seen as funky and trendy.
The big idea that was used to achieve these objectives was to bring the race to life for Eastgate shoppers through the use of high-fashion displays that incentivised them to engage with key clothing stores within the mall, to stand in line to win a VIP experience at the SSC.
Five different custom pedestals with mannequins placed on them were dressed in clothing supplied by tenant fashion stores namely Stuttafords, Sissy Boy, Vigano, African Queen and Paris Paris. Each platform was placed close to the tenant store that supplied the clothing for that particular display to reinforce tenant involvement.
Consumers were invited to choose their favourite outfit and sms their selected code to stand in line to win a VIP prize package to the SSC to the value of R50 000. The package consisted of the dress from the mannequin of their choice to wear to the SSC; hair and makeup styling for themselves and three friends; a VIP helicopter trip from Eastgate to Turffontein Race Course and VIP access to the SSC including full hospitality and R5 000 spending money to bet on the races. To solidify the shopper mall relationship the winner was also given a return trip to Eastgate in a limousine after the SSC festivities.
Mothapo says the key elements that resulted in the campaign working so well included having sufficient time to put all the necessary mechanics together and ensure maximum exposure and participation. “We more than met this objective and as a result we look forward to working on other campaigns for Eastgate.”