Retail · Campaign proposal
PepsiCo at Tyger Valley: own the mall moment.
A proposed year-round retail-media pilot for PepsiCo's portfolio, built around the screen already installed at the Tyger Valley food court: ten brands rotating through the year, roving activations across the mall, and measurement that separates the screen's performance from the mall's footfall.
- Food-court LED screen
- Brand rotation
- Roving mall deployments
- QR offers and sampling
- Sensor measurement
- Share of screen time
- 100%
- Months of rotation
- 12
- Brands in the portfolio
- 10
- Planned screen moves
- 4
A campaign proposal by Hello Brand for PepsiCo. No results yet: the measures it would track are set out below.
Chapter 1 of 6
The brief
PepsiCo wanted an exclusive, measurable media position in a busy mall that could flex across its brands through the year, without rebuying media for every campaign.
The proposal is built for two audiences at once: shoppers passing the Tyger Valley food court at meal times, and the PepsiCo brand and media teams planning the calendar, who can rotate brands without giving up the media environment.
Insight
The food court is where a hungry shopper decides what to eat and drink. A screen right there is media at the moment of choice.
- Where
- The Tyger Valley food-court entrance, Cape Town
- Format
- A flagship pilot for the mall
- Share of time
- 100% of the screen, exclusively PepsiCo
- Term
- 12 months of brand rotation
- Brands
- Ten from the PepsiCo portfolio
- Beyond the screen
- Four planned screen relocations
The idea
Own the mall moment.
Not another advertising slot: one annual position for the whole portfolio on a screen that is already installed and running, so the pilot can start with content, measurement and the shopper's next step rather than building infrastructure.
- Give PepsiCo full share of a prime food-court screen for a year
- Match the screen to sponsorships, launches, promotions and cultural moments
- Rotate brands without rebuilding the media buy each time
- Give every message a next step: a QR code, sampling or a retail offer
- Lead a wider mall takeover from the food-court base
- Measure delivery, not just footfall
Chapter 2 of 6
A real screen in a real purchase environment
A large digital canvas at the food-court entrance, visible from a main walkway and beside a high-frequency meal occasion. It is installed and operating, and it can rove to the mall's highest-attention moments.
- Position
- Food-court entrance, on a main walkway
- Status
- Installed and operating
- Moment
- Beside a meal occasion, when shoppers choose what to eat and drink
- Share
- 100% PepsiCo for the year
Ten brands, one screen
The screen stays exclusively PepsiCo while the brand on it changes with the moment.
Chapter 3 of 6
How the year would run
The annual calendar becomes a portfolio planning tool: the right brand, at the right moment, with the right retail action. Four kinds of moment drive the rotation.
Sport
Fan parks, match-day content and supporter rewards, timed to the fixtures shoppers are already following.
Music
Performances, artist collaborations and ticketing, bringing live moments into the mall.
Lifestyle
Sampling, meal occasions and product launches, right where shoppers sit down to eat.
Retail
Retailer offers, QR promotions and shopper conversion, so a message on the screen ends with a product in a basket.
A wider mall takeover
The food-court screen is the base. From there, the proposal takes the brand to wherever the mall's attention is.
Food-court base
An always-on digital presence at the food court.
Roving deployments
Coming-soon stores, construction hoardings and launch locations.
Campaign bursts
Escalator barriers, fan parks, sampling and music collaborations.
Four planned screen relocations are included; physical production is scoped by site and campaign.
Chapter 4 of 6
From attention to action, inside the mall
Every activation should give shoppers a clear next step. The path runs from the screen to a purchase a few steps away, and every stage is counted.
Four steps
- NoticeFull-screen creative in a high-traffic mall location, at the food court.
- EngageSport, music, sampling or interactive content.
- ActScan a QR code for an offer, follow directions to a retailer, or try the product.
- MeasurePotential views, reach, frequency, dwell and delivery.
Pictures from the proposal: illustrations, not real shoppers or a live campaign.
The code opens in the phone's browser, with no app to download. The offer and the retailer are set per campaign.
Chapter 5 of 6
What we proposed, and how it would be measured
A measurable, year-round retail-media platform for PepsiCo's portfolio, with sensor-based reporting that separates the screen's performance from mall traffic: one reporting language for PepsiCo, its media agency and the mall.
- Potential views
- Calibrated opportunities to see
- Reach
- Distinct qualifying devices
- Frequency
- Potential views per device reached
- Dwell
- Time spent in the visibility zone
- Dayparts
- Hourly and campaign-period patterns
- Proof of performance
- Play logs, uptime and location record
The first 90 days
- Establish the sensor zone in front of the screen
- Calibrate how potential views are counted
- Compare the first location or content test
PepsiCo food-court dashboard
What it will report
First 90 days · sample
- Sample
1,968,400
Potential views
- Sample
426,900
Reach
- Sample
4.6
Frequency
- Sample
6.8 s
Dwell
- Sample
31% at lunch
Dayparts
- Sample
99.3% uptime
Proof of performance
Delivery
- Sample
1,968,400
Potential views
Calibrated opportunities to see
- Sample
426,900
Reach
Distinct qualifying devices
- Sample
4.6
Frequency
Potential views per device reached
| Item | Value |
|---|---|
| W1 | 139,800 |
| W2 | 287,500 |
| W3 | 437,900 |
| W4 | 590,200 |
| W5 | 741,600 |
| W6 | 892,300 |
| W7 | 1,048,700 |
| W8 | 1,201,500 |
| W9 | 1,357,900 |
| W10 | 1,512,400 |
| W11 | 1,664,200 |
| W12 | 1,815,800 |
| W13 | 1,968,400 |
| Item | Value |
|---|---|
| Month 1 | 612,300 |
| Month 2 | 661,800 |
| Month 3 | 694,300 |
Attention
- Sample
6.8 s
Dwell
Average time spent in the visibility zone
- Sample
31% at lunch
Dayparts
Hourly and campaign-period patterns: the share of potential views from 12:00 to 14:00
| Item | Value |
|---|---|
| 09 | 610 |
| 10 | 980 |
| 11 | 1,420 |
| 12 | 3,310 |
| 13 | 3,470 |
| 14 | 1,890 |
| 15 | 1,560 |
| 16 | 1,720 |
| 17 | 2,140 |
| 18 | 2,030 |
| 19 | 1,390 |
| 20 | 860 |
| 21 | 490 |
- Morning 13.8%
- Lunch 31%
- Afternoon 23.6%
- Evening 31.6%
| Item | Value |
|---|---|
| Under 3 seconds | 28% |
| 3 to 10 seconds | 51% |
| Over 10 seconds | 21% |
Proof of performance
- Sample
99.3% uptime
Proof of performance
Play logs, uptime and location record
- Sample
278,830
Plays logged
Plays recorded in the play logs over the 90 days
- From the proposal
100%
Share of screen time
The screen is exclusively PepsiCo for the year
| Item | Value |
|---|---|
| Month 1 | 92,170 |
| Month 2 | 93,480 |
| Month 3 | 93,180 |
of scheduled hours the screen was on and playing
Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.
Chapter 6 of 6
What's next
Build once at Tyger Valley, then scale. A successful pilot can set a repeatable retail-media and measurement model that travels to the mall owner's other shopping centres across the country, with the same commercial and measurement framework.
For PepsiCo
One position for the whole portfolio, planned a year ahead and flexed by moment.
Talk to us
Want the same model in your mall or for your portfolio? Start a project, or see the Tyger Valley retail media network.
Right brand. Right moment. Right retail action.
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