BPIS introduced a comprehensive marketing and monetization program that generated €1.5M+ in annual sponsorship revenues. The mall became a benchmark for destination branding in Europe and was recognized with the ICSC Gold Award for Best Shopping Center.
Asset Type
Duration
Scope
Location
Footfall Profile
Key Outcome
Asset Type
Scope
Footfall Profile
Duration
Location
Key Outcome
THE CHALLENGE
Joina City had strong natural footfall but no formal media inventory, no advertising structure, and no non-rental revenue. The asset required a modern retail media platform to attract corporate advertisers, support tenant visibility, and unlock new revenue streams.
The Solution
BPIS deployed a fully managed DOOH media network including:
1. Screen Infrastructure
- 3D-capable corner LED façade
- Large-format outdoor LED displays
- Interior LED screens in high-traffic corridors
2. Content Management System (CMS)
- Remote content upload
- Time-slot scheduling
- Proof-of-play reporting
- Standardised artwork specs for advertisers
3. Commercialisation Model
- Tiered rate cards
- Sponsored zones and activation areas
- Media sales workflow & advertiser onboarding
- Advertising policy and brand guidelines
Execution Highlights
- Established Joina’s first unified retail media identity
- Created a brand-safe advertising workflow for corporate clients
- Launched marketing collateral for advertisers
- Activated early interest from FMCG, telecom, financial services
impact
New Revenue Line
Joina successfully launched its first formal DOOH-based, non-rental revenue stream, marking a major step in diversifying and modernizing its income model.
Asset Positioning
The introduction of advanced digital screens has repositioned Joina as Harare’s most progressive and sophisticated retail media destination, elevating its overall market perception.
Brand Engagement
These upgrades attracted strong interest from top advertisers across multiple industries, increasing demand for placements and strengthening Joina’s relevance within the advertising ecosystem.
Tenant Visibility
Tenants benefited from enhanced in-mall visibility through strategically placed premium indoor screens, helping to increase brand recognition and shopper engagement.
Urban Landmark Effect
The new 3D corner LED façade has become a striking visual landmark within the CBD, transforming Joina into a key reference point in Harare’s urban landscape.
