The ‘Heart of the Moot’ Campaign
Repositioning a 40-Year-Old Mall Brand for Success
Our Clients Challenge
Jakaranda Centre, a well-established local shopping centre in Pretoria, part of the PIC property portfolio, faced the challenge of repositioning itself to cater to a new mixed target demographic and LSM in line with the major redevelopment undertaken by PIC. The centre had faithfully served a niche community for over four decades and was being transformed into a contemporary convenience shopping and lifestyle hub that would service the broader community and a mixed demographic of clientele.
A Three-Year Transformation Journey: Over a three-year period, parallel to the redevelopment project, we were hired to actively market the new center and brand, keeping the public engaged throughout the development process. During this time, we embarked on developing a fresh brand identity for Jakaranda Centre. This new identity was strategically designed to align with the evolving target demographic and the center’s new market positioning as a shopping and lifestyle hub.
Integrated Pre-Launch and Launch Campaign: The output of the rebranding was introduced to the market as a pre-launch and launch campaign, capitalizing on the excitement generated by the development phase. We employed an integrated channel approach to reach the target audience across various touchpoints, engaging them with the prospects of the redeveloped center.
Sustaining Community Engagement: One of our primary goals was to maintain community engagement during the redevelopment phase, ensuring the brand’s relevance and loyalty were preserved. We promised that the new Jakaranda Centre would continue to be an integral part of the region’s daily life, just as it had been for the past 40 years. The audience’s anticipation for the center’s reopening was sustained throughout the redevelopment period.
Engaging Content Strategy: To maintain public interest and excitement during the redevelopment phase, we created compelling content that strategically revealed the new tenants set to join the mall, including the new entertainment facilities and the new food court. We highlighted the new experiences that shoppers could look forward to sharing with their loved ones. Moreover, we invited the public to become part of the new stories that would unfold within the newly reimagined Jakaranda Mall.
Interactive Launch Event: For the grand opening of the redeveloped center in November 2022, we conceptualized a unique idea. We invited customers to share photographic memories of their experiences at the old Jakaranda Mall over the past four decades. We then weaved these memories into a captivating story of the mall’s history, which was featured in window branding, online marketing, and various other marketing materials. The launch event culminated in an exciting competition where the best photo submission won a prize.
Social Media Posts
The Campaign Results
We achieved remarkable success in growing the brand’s social media presence and following during the development phase.
Through an innovative content strategy, we engaged the public and kept them vested in the project and the mall’s grand reopening, fostering a sense of excitement and anticipation for the new Jakaranda Mall experience.
The brand’s social media presence and following grew exponentially, creating a vibrant online community eagerly anticipating the centre’s rebirth.
The revitalized Jakaranda Centre and its rebranded identity were successfully launched in November 2022. The launch event saw an estimated 1,200 customers in attendance.
- Males 68%
- Females 32%
Our Portfolio of Services:
We provided a comprehensive range of services over a three-year period to reposition and relaunch Jakaranda Centre successfully:
Online Marketing Strategy: Conceptualising a digital strategy tailored to the brand’s new identity and target audience.
Brand Identity: Developing a fresh and contemporary brand identity that resonates with the centre’s new image.
Out of Home Media: Leveraging outdoor advertising to create awareness and excitement.
Content Development and Copywriting: Creating compelling content and copy to engage the audience.
Website Development: Designing and developing a modern and user-friendly website for the centre.
Social Media Marketing: Managing and promoting the brand on various social media platforms.
Branding: Creating consistent branding across various materials and channels including working with the architects to implement branding and signage into the new building.
Print and Production: Producing high-quality marketing and display materials.
Way-finding and Signage: Designing, manufacturing and installing brand-centric and contemporary signage throughout the centre during the development and completion phase.