Many cultures measure wealth differently, while Westerners may measure wealth in net asset value, intellectuals may use socio-economic status, but traditionally in Africa measurement of wealth is simply the number of cattle that a clan or family  possess. 

Philani Mall in Umlazi serves residents on either side of the Winkelspruit-Pietermaritzburg roads all the way eastwards to Isipingo. Understanding the residents within a shopping mall’s catchment area provides key insights for correctly marketing the centre to the right consumers.

Primedia Lifestyle, which markets Philani Mall, started the festive session with its Azidle ekahaya! Come support your own campaign. To boost income and create brand awareness, while doing things a little differently, the main prize up for grabs is the opportunity to win one of three cows.

While cash may provide most with motivation to enter a competition, in mainly rural settlements the cow is considered king.

Primedia Lifestyle’s MD Doug Mayne comments, “Cattle form an integral part of the mainly Zulu population within Umlazi. In the traditional ilobolo phase of marriage, cows are still used to pay the ‘bride price’, and if the wife gives birth to a girl the father will say ‘awu zabuya izinkomo zikababa madoda’ (the father's cows are back).

We pride ourselves on being able to promote regional malls based on the nuances and requirements of the populace that will frequent the mall,” says Doug.

All aspects and logistics of the Azidle Ekhaya campaign have been managed by the divisions within Primedia Lifestyle. Creative was conceptualised and produced by the Red Pixel division while media strategy and implementation was provided in house by MediaXpress. “

“Considering that Ukhozi FM has an extremely high listenership and penetration with the KwaZulu Natal region, the above the line campaign focused mainly on radio. Newspapers provided support messaging to impart additional information.”

Primedia Lifestyle DNA
Founded in 1996, Primedia Lifestyle, an Unlimited subsidiary, delivers marketing excellence to over 50 shopping malls nationwide – from Convenience Centres to Super Regional’s. Incorporating its offerings Source, Red Pixel and Media Xpress, Primedia Lifestyle presents a fully integrated consultancy presenting a one-stop marketing solution including strategy, brand management, CRM, design, media strategy and planning, eventing, sponsorship, exhibitions, production, tenant relations and research.