The Challenge
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
Five years strong, and it all started with Maka Enzo. We introduced a relatable local character 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.
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:
The Story Continues
We kept the story going with Mother’s Day magic and then introduced Baba Ka Enzo. The community had jokes, theories, and a whole lotta love for the evolving story.
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.”
