Fourways Mall tasked Street Network with executing a visually striking promotional campaign on bus shelters and taxi ranks to grab the attention of commuters in the area.
These locations are key, as their proximity to the mall greatly increases the chances of a mall visit directly after experiencing the visual elements of the campaign. One of the findings of Arbitron’s 2013 OOH Industry Report found that bus shelter advertising drives response, with as much as 26% of consumers of a campaign immediately visiting the business in question.
Howard Lonstein, Marketing Manager of Outdoor Network said, ‘Bus shelters are a high reach and frequency media, providing directional signage to visitors and residents of the Fourways area.’
The Fourways Mall creative is dominated by a bright pink background and features an animated ‘family’ riding a rollercoaster, with the invitation to mall visitors to ‘Play@4WM’ and promoting a family-friendly offering. Fully wrapped bus shelters are being used a means of attracting shoppers from surrounding areas to the Mall as new shops open. The creative will be updated as new stores open, keeping consumers engaged and up to speed on the latest retail developments within the mall.
Fourways Mall opened its doors over 30 years ago and has become a landmark shopping destination in the northern suburbs of Johannesburg, and specifically the greater Fourways area.