Kulula flights in malls

Enthuses Dave McKenzie of BOO!, "The opportunity to work with agencies and clients that are bold enough to view the mall as a captive medium that can offer multiple connection points is fantastic. The brief was a dream for us."

The through-the-line mall communication included strong branding awareness in the malls, complemented by an interactive activation that encouraged shoppers to sign up for their credit card launched in association with FNB.

The campaign included an additional mechanic where promoters were also used at the cinema, supporting above-the-line communication inside the theatre.