The visibility of the kalahari.net’s corporate colours helped the idea to stand out in the dreary Cape Town winter. Branded orange ponchos and umbrellas ensured that the parking lot assistants were easy to spot. The copy line: “We’ll keep you dry this winter” communicated a fundamental benefit of Kalahari.net and helped build a relationship with potential customers. The shoppers’ attention was cleverly drawn to the advantages of online shopping over the inconveniences of traditional shopping.

This idea was inexpensive, reusable and expandable. Shoppers were surprised and pleased by the idea and kalahari.net’s continuing growth is clear evidence of a successful campaign. The idea was part of Kalahari’s “The Mall sucks” campaign, which utilised the interiors of malls as well as traditional media.