Consumers of Aldo’s fine shoes were expertly targeted by Primedia Unlimited’s shopping mall activation expert, Mall Active. During a national, three-week activation at South Africa’s top end shopping malls consumers were treated to a free shoe shine and discount voucher.

According to Mall Active’s Travis Brown, the campaign took place at Cavendish Square in Cape Town, at the Gateway Shopping Centre in Durban and at Sandton City.

Aldo intended to create interest in its boutique shoe stores and increase footfall into its stores to boost sales. The company’s specialised shoe cleaning products, and its new range of shoes and bags were on display in glass cases at each activation stand.

“Mall Active developed a luxurious shoe-shining stand, featuring two single-seater lounge seats where the consumer could sit and enjoy a shoe shine,” says Travis.

After their shoe shine, consumers received a discount voucher off of their next purchase at the closest Aldo store.

“Each activation stand was expertly manned by Aldo employees, who could answer any questions consumers had regarding the cleaning products and the new range of shoes and accessories, ensuring that the brand had a presence in other areas of the malls besides their store,” says Travis.

For more on Mall Active, visit www.primedia-unlimited.co.za

Mall Active
As the leaders in shopping mall advertising and marketing, Primedia Unlimited companies, Primall Media and Primedia Lifestyle, identified a need for a company to specialise in running brand activations purely within the shopping mall environment. Mall Active specialises in the development of innovative, results-driven brand activations, giving advertisers the opportunity to positively influence their consumers right at the point of purchase.