Mall Active, Primedia Unlimited’s shopping mall activation specialist, has for the first time implemented an integrated shopping centre promotion for healthcare provider Medshield. The recent national VIP activation communicated Medshield’s tailored packages to lower LSM consumers.

According to Mall Active’s Travis Brown, the health insurance supplier wanted to target bottom-end consumers by offering an alternative form of medical aid. Medshield offers a range of packages that can be tailored to suit consumers’ requirements and budgets.

Taking place over two weekends, across three malls per weekend, the activations were held at Menlyn Park, La Lucia Mall, Vincent Park, Maponya Mall, Midlands Mall and The Bridge.

“As medical aid schemes are normally seen as staid and boring, we developed the activation to feature fun and different activities which related to the different product offerings,” says Brown.

Styled on a VIP experience for the consumers, the activation featured a VIP lounge where Medshield brokers where positioned to engage with consumers; a massage area, where consumers could relax and de-stress with free head and shoulder massages offered by trained professionals; a Preggy Belly, where consumers could experience what being pregnant feels like and an eye test where consumers could test their eyesight by throwing darts at a target.

“Also included was a first of its kind heart monitor for the activation. The monitor utilised touch screen technology to interact with consumers,” says Brown.

Visitors were encouraged to wear a white hospital coat and to answer questions relating to their lifestyle. At the end of the questionnaire, an actual image of the health of their heart was projected onto the touch screen. “If the consumer was healthy the heart was pink and healthy, however if they led an unhealthy lifestyle the heart was shown as grey and unhealthy,” says Brown.

Along with these activities the activation featured balloon archways and brightly coloured carpeting to attract consumers’ attention. As it was targeted at the lower end market, the activities only took place on a Saturday when these specific consumers were inside the shopping malls.

“As Medshield is a relatively unknown player in the medical aid environment, they needed an activity that would give them impact and raise awareness. By bringing Medshield to the consumer, it was able to engage face-to-face and encourage them to switch schemes and to take up Medshield’s various offers,” Brown concludes.

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.