Primedia acquires an Icon

Says Varejes, "Icon Media compliments our existing advertising platforms, bringing the group total to seven companies offering media opportunities."

Icon Media's latest media innovation comes in the form of branded racing car and spaceship-styled shopping trolleys, which "become mobile billboards when placed in retailer's stores and shopping centres, thereby enhancing the retailer and consumer's shopping experience in that environment" according to Kramer.

It is hoped that the concept, a success in Northern America, will prove equally viable in South Africa. The first retailer partners that Icon have partnered with are the Shoprite Checkers Group and Massmart companies Makro and Builders Warehouse. The first campaigns go live in November 2006.

"Advertisers like MTN, Reckitt Benckiser and Tiger Brands are so enamoured by the idea that we have sold out three of the four available advertising packages until the end of 2007!" exclaims Kramer.

Existing shopping trolleys make little or no provision for kids between the ages of two and six. "With Icon Media's carts, basket sizes remain the same, and purchases are not damaged by kids standing on product in the carts. The entire shopping experience is enhanced as moms spend more time shopping, inevitably purchasing more goods because kids are entertained, relaxed, safely seated," he says.

"Retailers are offered the branded carts at no extra cost and also benefit with a significant portion of the media rental," concludes Varejes. "The back and sides of the carts can be used as brand building space whilst the handles and front panels are incredible call-to-action opportunities, therefore delivering advertisers both brand and retail media platforms."