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Old Mutual tapped PRIMEDIA@HOME's nationwide, strategic Mall and Intersect Direct media advertising platforms, to create awareness and promote attendance for its recent Soul Sessions Conference.

Mall Activations took place in several Provinces and regions including Polokwane, Gauteng, Western Cape, Eastern Cape and KwaZulu-Natal. "Customers closely interacted with skilled PRIMEDIA@HOME promoters in each mall. The Old Mutual branded promoters leveraged the audiences visiting specifically selected malls in each region, targeting Old Mutual's desired LSM grouping," explains Melvin Chagonda, PRIMEDIA@HOME's Chief Executive Officer.

The core focus of the campaign was to reach as many potential customers as possible in each region, to create Soul Sessions Conference awareness. Manned, interactive display stands strategically positioned in each mall lured consumers to participate in the promotion.

Adding to the Intersect Direct campaign, information leaflets were distributed at various intersections around each mall. "These benefitted the campaign by reinforcing the brand message, creating broad awareness in the area, and attracting consumers to visit the interactive stands, all leading to the ultimate success of the campaign," Chagonda adds.