Location: Stellenbosch, Winelands
Gross Lettable Area: 34 600 m²
Market: LSM 6 – 10
65% female, 35% male
17% black, 56% white, 26% coloured
Eikestad Mall is situated in the heart of Stellenbosch, the second oldest town in South Africa. The mall has been part of the Stellenbosch CBD since the 1970s and continues to grow with the town, in order to meet shoppers’ evolving needs. From fashion stores and medical services to entertainment and groceries, Eikestad Mall is central to satisfying the needs of the Stellenbosch community. For this reason, we positioned the mall with the strapline: "The heartbeat of Stellenbosch".
Following this reasoning, producing adverts and radio commercials is a matter of recognising what is already unique and true to Stellenbosch, not reinventing it. The tone of voice is witty and idiomatic, with eye-catching visuals to match, because this appeals to the target audience.