Mall Ads™ has implemented a campaign for Cuddlers at Mall of the South in Johannesburg. With Mall Ads’™ exclusive advertising rights within the baby change room environment, the campaign is the first of its kind and is set to pave the way for bespoke and innovative opportunities in the mall space.
John Faia, GM: Mall Ads™, says “We have opened up an opportunity in an area where rights didn’t exist. A mall’s baby change room is a unique and very targeted environment utilized by a very specific market. The opportunity is new, different and bespoke. With the Cuddlers campaign we are engaging with the primary household decision makers.”
The Cuddlers campaign successfully engages with mothers through innovative branding within the baby change rooms in the mall, creating an overall positive experience for them and their children. The brand identity is seamlessly merged with the creative, which aesthetically enhances the environment moving it away from the usual sterile look and feel.
Murray Booth, Marketing Manager: Cuddlers says, “Cuddlers is back, baby! We have updated the creative on the Cuddlers product range and we are very proud to be launching the new look at the Mall of the South.”
Hester Smith, Centre Manager for Mall of the South is equally pleased with the campaign. “The campaign is a perfect fit with the baby change rooms that we provide in order to make the overall shopping experience more convenient, comfortable and enjoyable. We are excited about the collaboration as it is a win-win for all parties involved.”
The positive partnership with Mall of the South has opened the doors for various brands to be active participants in a consumer’s shopping experience and journey. “Brands are always looking for ways to target specific segments of the market. This particular medium and opportunity is aimed at parents and skewed towards females, i.e. mothers. The offering is exciting and we look forward to a long and fruitful relationship with Mall of the South,” concludes Faia.
Mall Ads™ offers bespoke opportunities for brands wanting to engage with consumers in a mall environment. For more information contact John Faia at john@provantage.co.za or on 0861 776 826 or go to www.provantage.co.za. Follow @ProvantageSA
About Mall Ads™
Bespoke mall environment solutions that stimulate spend.
Mall Ads™ provides innovative and bespoke advertising and media solutions within the shopping centre environment. Our comprehensive range of platforms effectively target consumers and stimulate spend to the benefit of both brands and landlords. Mall Ads™ has partnerships with key malls across South Africa to successfully engage with diverse income brackets.
