Maponya Mall approached us to attract new audiences to the mall and be recognised as a world-class activations venue. We gave a nod to the challenge, and went above and beyond it, by creating a campaign that not only made the mall a popular tourist destination, but got them in the global history books!
How did we do this? We partnered Clover Creamo’naise and Maponya Mall to create an experiential event that had never been done before in the area – with South African celebrities, building a sandwich so long it would break a Guinness World Record. And it did – 4km of sandwich later!
We strategically partnered with an FMCG group to execute this event and break the record for the longest sandwich ever made. Our one-of-a-kind event got the surrounding community talking and spending more time in and around the mall. Maponya Mall gained amazing PR value worth R1 640 780, reaching a total of 17 438 095 people through the media. The event was broadcast on radio, in print and on digital platforms. Maponya Mall’s foot count increased by 15%, while 1 341 496 eyes laid on Maponya Mall social content that month.
So, who ate the sandwich? We allocated 2km to Baragwanath Hospital, while NGOs and the public got 1km each, too.
You cannot copy content of this page