Converse Shoes ran multiple campaigns in South Africa, in the top four mall locations, being Mall Of Africa, Sandton City, Menlyn and Gateway. These malls all achieve in excess of one million people a month through their doors, and the feedback was very positive from the Malls and the Brand specifically, as per the below testimonial. The main objective was to drive more footfall into the stores, and ultimately increase direct sales.
These campaigns all ran for a two month period, twelve escalators in total. The targeted audience were 10 – 40 year old male and female, from A – C LSM, so a broad approach, which proved to be highly successful. Timing of the campaigns were just prior to the peak shopping period, and the chosen escalators were in close proximity to the stores, and in two cases, led right up to the Converse Shoes Stores.
Converse Shoes reported a 22% YOY increase in sales over this period, and have attributed their escalator branding campaigns to this success, as there were no other advertising mediums displayed at this time in these malls. The Brand achieved exposure of more than eight million views over the two month period, and Mr Bradley Knowles has expressed that he is very happy to endorse MotionIcon, and specifically, to the Converse Teams Internationally.
With our Converse brand we have run 2 campaigns with MotionIcon to date. Our first was installed at the Mall of Africa and our second was a repeat at the Mall of Africa with new artwork, as well as into Sandton City Shopping Centre, Menlyn Shopping Centre, Gateway Shopping Centre.
We decided to extend our reach using this medium given the fantastic results we experienced after our first campaign at Mall of Africa.
Our Mall of Africa store grew by 22% YoY and we attribute this largely to our decision to advertise on the escalators using Motion Icon’s dynamic escalator step branding product. The reach and impact of this moving advert, right in the mall is immense and it has shown to clearly influence spend and impact the revenue line.