Primedia Unlimited subsidiary, Mall Active designed a custom stand to display the new Mazda 3 sedan, hatchback and MPS hatchback cars in an in-mall campaign from 4 August to 7 September 2009. The consumer engagement meant the upwardly mobile target market (28-35) could spend as much time as they wanted admiring the new models in the Menlyn Park, Sandton, Eastgate, Clearwater and Maponya malls.
The campaign is claimed to have produced 662 leads for the new models. The most deals came from Menlyn Park (135), followed by Sandton (115), Eastgate (145), Clearwater (160) and Maponya Mall (107).
“We ensured that the development of this stand wasn't a once-off deal. It was produced in such a way that Mazda can make use of it again and again, making it relevant for other models too,” says Travis Brown, head of activations at Mall Active.
The specified target audience was identified as those in the market for a new car who seek a vehicle to accommodate their family and one that remains fun and appealing at the same time.
“That's why launching this range worked so well inside shopping malls. The second generation Mazda 3 has been totally revamped to ensure its appeal to the younger market, while still maintaining a family feel,” concludes Brown.
Mall Active's campaign coincided with the TV launch of the new 30-second commercial.
