A rich and heart-filled story, real culture, community, and clever storytelling.
The Challenge
Umlazi Mega City was losing its shine. Positioned at the township’s exit, it was being bypassed, literally and figuratively. Locals were travelling out to suburban malls for a more premium feel, better store variety, and a stronger sense of safety. The narrative on the ground? Umlazi Mega City didn’t have “the right stores” and wasn’t pulling its weight in the community. Foot traffic was dropping. Trust was shaky. People weren’t proud to rep it anymore.
The Playbook
We didn’t just launch a campaign, we built a relationship. Five years strong, and it all started with Maka Enzo. We introduced a relatable local character that the community could see themselves in bold, stylish, and very Umlazi. She became the face of the mall’s story. Young mom. Hustler. Doing it for herself (and the kid, kind of). We shot her doing everyday things: hopping in a taxi, shopping at the mall, levelling up when she landed a teaching job and of course, heading to Mega City to find her “new teacher” wardrobe.
This was more than content. It was a cultural mirror.
The campaign sparked real conversations about young mothers, about resilience, about us.
We advised on real improvements too:
– Visible security updates with dedicated guards
– Improved access and safety gates
– More relevant stores – brands that locals loved but had only seen in nearby suburb malls
We kept the story going with Mother’s Day magic: a young guy trying to woo a lady at the mall… through her mom. Romantic, playful, very “mall-core.”
And just when the people thought they knew Maka Enzo? Enter Baba Ka Enzo. Yep, the dad was back and the community had jokes, theories, and a whole lotta love for the evolving story.
We didn’t stop there. We brought the heat to social:
– Grew Facebook from 9k to 55k+ followers
– We grew foot traffic to an average of 1,4Mil shoppers per month
– Turned around a slow Instagram by tapping Zulu creators with big TikTok/IG followings
– Plugged into home, fashion, and lifestyle trends that mattered to the community
The Results
Umlazi started showing up for the mall again, and showing off about it. Locals proudly tagged the mall when shopping. Joburg Umlazi natives made sure to stop by when visiting home. And when the President touched down in KZN, he pulled up to the mall.
From being overlooked to being owned with pride, Umlazi Mega City became more than a mall. It became part of the community again and the streets said “Asijiki.”
