Estee Lauder Partners With Motion Icon South Africa

Cosmetic giant, Estee Lauder invests in escalator step branding to launch their 'Gifts With Style' campaign.

Global cosmetic giant, Estee Lauder, partnered with Motion Icon South Africa to launch their ‘Gifts With Style’ campaign through escalator step branding at Mall of Africa. The objective was to drive foot fall to stores where the products are sold, ultimately increasing direct sales. 



In a visually-cluttered mall – the ad content needs to be visually striking. Few things create as much impact as 80sqm of advertising space on the largest moving indoor billboard. During the two-month campaign period, Mall of Africa recorded in excess of 1.2 million shoppers. To attract shoppers within store proximity, Estee Lauder chose to brand two sets of escalators in high traffic areas, centrally feeding into cosmetic stores the likes of Edgars. 



By not investing in retail advertising, brands miss the opportunity to engage with active shoppers. With an average mall dwell time of 90 minutes, brands are guaranteed maximum visibility with in-mall branding solutions from Motion Icon. The Estee Lauder campaign was a success – recording a 28% increase in sales and over two million views over the two-month period. 

“Motion Icon installed escalator step advertising at Mall of Africa for our client, Estee Lauder. We are impressed with the visual impact of this advertising medium as a unique offering to our clients. The creative rendering and installation ran smoothly, and the material is of high quality, showing no signs of wear and tear even 60 days post installation. Estee Lauder sales went up by 28% within that period.”Marilize Hay, Mall of Africa