Ad Talent // Newsletter September/October 2009

According to Travis Brown, Head of Activations at Mall Active, the consumer-engaging activations were held over two days each at the Jabulani, Clearwater and Menlyn Park malls and Sandton City. "Our Sandton event hype resulted in Pakistan and Sri Lankan TV stations shooting from the activation area and ESPN arriving to report on the ICC Champions trophy," says Brown.

Paying special attention to children, Mall Active gave them and their parents the chance to win tickets to the fast-paced ICC Champions Trophy cricket matches.

"The ICC Champions Trophy is geared towards the entire family as a fun-filled day of entertainment, while supporting team SA and cricket as a whole. That's why our activations were aimed at drawing the attention of all age groups," he says.

The activations offered consumers two innovative ways of winning over 700 tickets to one of the games..

The Hitting Net, an enclosed cricket pitch 15m x 3m in size, featured a bowling machine and various targets that consumers had to hit into targets when they struck the cricket ball to win tickets. Those that missed still walked away with branded ICC t-shirts.

The Bowling Net, a similar concept to the Hitting Net but only 5m x 3m in size, was constructed to give younger children, and consumers that didn't want to physically hit a ball, a chance to win tickets. This activity enabled the target market to throw cricket balls at various targets to score. ICC branding was developed and placed in and around the nets to create a dominating ICC environment

Mall Active selected highly foot-trafficked malls in close proximity to the stadiums where the games are held namely the Wanderers and Centurion, as they provided a safe environment to engage with children and their parents during their leisure time.

"Consumers were also able to have their photograph taken next to the actual ICC Champions trophy, creating an exciting vibe around the successful activations," Brown concludes.

Mall Active
As the leaders in shopping mall advertising and marketing, Primedia Unlimited companies, Primall Media and Primedia Lifestyle, identified a need for a company to specialise in running brand activations purely within the shopping mall environment. Mall Active specialises in the development of innovative, results-driven brand activations, giving advertisers the opportunity to positively influence their consumers right at the point of purchase.

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