In a campaign to drive purchases of the Samsung Galaxy Pocket entry-level smartphone, Unlimited's Mall Active, in partnership with Matchworld, conceptualised and executed a 'It's raining money' interactive dome at Cape Gate, Gateway, Maponya, Eastgate, Menlyn Park and Southgate shopping centres.
"Consumers could win their share of R500,000 by simply purchasing a Samsung Pocket from any retailer in the mall on the weekend that the promotion ran in a particular mall. The purchase of the phone then qualified the customer to physically enter the dome to win instant cash prizes," explains Travis Brown, GM of Mall Active.
The inflatable dome structure featured a money machine that blew money into the air when shoppers entered the dome. The more Samsung bucks that they caught the more prize money they won. The Samsung bucks were subsequently converted into rands and the amount won was then transferred to all the winners' bank accounts.Activity areas
In addition, the visually appealing stand featured different activity areas of which the dome was the main feature. An MC and DJ were set up at the entrance to the dome and used to create hype and excitement around the activation. There was also an 'exercise' area where '2G' and '3G' bikes were set up. Consumers had to choose which bike they would like to ride and a downloadable video was played that demonstrated the speed of 3G vs 2G. Cleverly, the 3G bike was easier and faster to ride than the slow and harder 2G bike!
The promo court also featured information stands with live demo handsets where consumers could test and experience the new handset. Handsets were also displayed on custom stand units and consumers could take a branded photo of themselves in a GlamCam unit - a technology innovation of Unlimited sister company, TLC.
In terms of the most innovative aspects of the promotion, Brown cites the use of the custom dome that has never been used in the mall environment before. "The scale and unique look of the dome created talkability for the client and the activation as a whole, so much so, that we reused the dome at Vodaworld."