TREND. iNSIGHT: The Third Place

TRENDAFRiCA February 6, 2013


Successful retail campaigns are those where shoppers find value; are provided with a fun experience; or their lives are enhanced in some way.

Destination shopping

SPECIMEN 1 - Havas DSTV Gardens

The fact that malls are a destination where people seek solace, retail therapy and entertainment, is why Sandton’s Nelson Mandela Square commissioned Havas to conceptualise a campaign for the spring/summer season to drive foot traffic and to increase spend and dwell time in the shopping area. The brief was to communicate the key messages for the centre as well as make multiculturalism a tangible reality by uniting people in the celebration of fun, arts, music, dance and beauty.

The campaign also had to position Nelson Mandela Square as a destination where unique experiences and products could be found. “The Park on the Square” concept was borne.

The campaign was advertised in Nelson Mandela Square, Sandton City, in print, online and outdoor. The campaign also included social media elements – the Nelson Mandela Square Facebook page showcased pictures of the Park and a giant Baobab tree was illuminated for every tweet that referenced the park.

DStv and M-Net came on board as partners to The Park on the Square and used it as a platform to launch their new channel configuration. This partnership included television promos across multiple channels. Events included movie evenings on the Astroturf lawn, an Idols autograph session, dance performances, children’s book reading sessions, classical concerts, various kiddies entertainment, a wine appreciation session and a soccer tournament.

Feedback from the tenants of the Nelson Mandela Square was extremely positive, with an overwhelming 94% agreeing that they would like to see The Park on the Square back again. On the whole, the tenants who were surveyed agreed that the activation did increase their turnover with 20% experiencing a 30% and above increase.

Solid foundation for Revlon campaign


Unlimited’s XP Digital subsidiary has strategically positioned LCD screens within pharmacies to provide tailored advertising content to increase reach and frequency amongst the brand’s core target market.

The latest client to join the portfolio is Revlon’s new Whipped Crème foundation makeup and XP Digital was tasked with creating brand awareness and exposing the new make-up brand to more than 4.7 million pharmacy consumers on average twice a month.

XP Digital consists of 50% content and 50% advertising space aimed at queuing customers in store.

A critical element is the positioning of the screens and the fact that the displays are big enough for ease of viewing and visibility since they’re positioned in such a way that they reach consumers while they’re waiting in the dispensary queue. Customers then make their way back to the point of sale desks, during which time they have the opportunity to purchase the advertised brand.

The Revlon campaign creative had already been constructed for television and was migrated to the digital advertising platform.

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