The media agency welcomed this innovative idea and implemented it well. Claiming that it would be mutually beneficial because it would attract people to the mall.

This was a unique and targeted channel opportunity within a broader media plan that included a limited number of billboards, bus shelters and posters.

The anaconda escalator generated large amounts of attention in the mall and drew in the public from surrounding areas. This translated into increased ticket sales of 140%.

How?:

With 2,400 people riding the escalators daily, the Johannesburg Zoo noted an attendance rise of 2,750 visitors in the first week of the launch to their new exhibit, 'Animals of the Amazon'; a 25% increase.

The idea generated free PR and earned media worth ZAR500,000. Within a week of being up, approximately 1,800 children knew about it, and when questioned at the site said that they were interested in visiting the exhibit.