Mobile network goes shopping

Cellular network provider MTN has taken to the malls. Teaming up with Icon Media and media agency OMD, MTN will be using branded shopping trolleys to increase awareness of its ‘Pay As You Go' prepaid package and direct shoppers to the tills to top-up airtime.

The MTN-branded carts will run for a year in selected Checkers Hypers and shopping malls which have. MTN outlets and airtime available at the tills of these stores.

“With high traffic through these stores, MTN's bold yellow space ship and racing car-styled trolleys are guaranteed high reach and frequency,” explains Storm Ackermann, GM for Icon Media. “The trolleys not only communicate the advertised message directly with the person pushing them, but attract the attention of shoppers around them.”

To date, the brightly branded trolley platform has been a success in various malls and retailers countrywide, not only for the advertisers but moms and shop owners are seeing significant benefits. “The product increases the aesthetic features of the store and kids are entertained for longer,” says Storm.

The carts are of ample size and can comfortably fit two children in an allocated section which is kitted out with a steering wheel for the kids' enjoyment.

“We knew that if we could come up with a way for moms and their kids to be happy and relaxed while shopping, time spent in the store would be extended,” says Ackermann. “The result is that there is an increased possibility that shoppers will dwell longer and spend more.”