CAMPAIGN OUTLINE
In a visually-cluttered mall –
the ad content needs to be visually striking. Few things create as much impact
as 80sqm of advertising space on the largest moving indoor billboard. During
the two-month campaign period, Mall of Africa recorded in excess of 1.2 million
shoppers. To attract shoppers within store proximity, Estee Lauder chose to
brand two sets of escalators in high traffic areas, centrally feeding into
cosmetic stores the likes of Edgars.
SUCCESS
By not investing in retail advertising, brands miss the opportunity to engage with active shoppers. With an average mall dwell time of 90 minutes, brands are guaranteed maximum visibility with in-mall branding solutions from Motion Icon. The Estee Lauder campaign was a success – recording a 28% increase in sales and over two million views over the two-month period.
“Motion Icon installed escalator step advertising at Mall of Africa for our client, Estee Lauder. We are impressed with the visual impact of this advertising medium as a unique offering to our clients. The creative rendering and installation ran smoothly, and the material is of high quality, showing no signs of wear and tear even 60 days post installation. Estee Lauder sales went up by 28% within that period.” – Marilize Hay, Mall of Africa
