VENUE: NEWTOWN MALL
TARGET MARKET: MILLENNIALS
THE END GAME AKA OUR OBJECTIVE
Our aim for Indiefin was to connect and engage with potential customers to gather as many leads as possible for this innovative techfin product. It was vital that our activation excited the target market on a physical and emotional level so that they agreed to engage with the product and sign up or give their details to our brand ambassadors/activators.
Newtown Junction Mall
INDIE LOUNGE AKA SIGN-UP AREA
An Indie Zone, a seating area decked out with pallet furniture and branded umbrellas allowed people to sit down in the shade and get signed up. The Indie logo translated into ‘emojis’ was printed on colourful scatter cushions on the couches and chairs.
A line-up of live indie DJs, including YFM’s DJ Doowap, played throughout the day with a daylight screen behind them showed imagery and footage of Indie videos and promos.
INDIEVATORS AKA ACTIVATORS
10 Indievators who visually overtly represented the target consumer, with confident, larger-than-life personalities circulated and interacted with targets. The Indievators were professionally styled to ensure that they appealed to the target market and stood out from the crowd.
INDIEDANCE AKA FLASH MOB
At hourly intervals, a high energy dance number broke out in the activation area and featured Soweto’s Finest Dance Crew and Sne.
In the IndieZone, Indiepreneurs offered a juice bar, sneaker cleaning services and cellphone cover giveaways. A foosball table provided hours of fun for future Indiefin clients.
SPOT BOUNTY AKA GIVEAWAYS
Giveaways and spot prizes of bounty and vouchers were part of the attraction of the Indie promo.