Mall of Africa

Mall of Africa

A 10m x 10m football-themed holiday activation with seven interactive games, leaderboards & family participation.

Client: Mall of Africa
Type of work: B2C, Campaign Strategy, Experience Design
Delivered by: Jawbone: strategy, production, logistics, operations and experiential under one roof.

The story

Our Relationship

Mall of Africa approached us to develop a winter holiday activation that would bring energy to the centre during the school break period. Our role was to create an experience-led concept that could help drive foot traffic, increase dwell time, and give shoppers a reason to return, while delivering value for both visitors and tenants.

The Challenge

The brief called for a FIFA World Cup-inspired experience that would transform Nando’s Court into a high-energy football environment for families. The activation needed to encourage movement, participation, social sharing, and repeat visits while working within a 10m x 10m footprint, strict height restrictions, and clear visibility requirements for surrounding tenants.

The solution

We conceptualised The World Cup Court, an indoor football arena built around seven interactive game experiences for children and families. The concept included skill challenges, live leaderboards, branded game stations, spectator areas, prize mechanics, and tenant integration.

A modular hero structure gave the activation a strong focal point while allowing for future re-skinning across other sporting campaigns.