Leading media owner, Primedia Unlimited, has added mobile media company, Icon Media to its burgeoning group of companies. Under the guidance of Primedia Unlimited CEO, Ken Varejes, Andrew Kramer will lead Icon Media as Managing Director. “Our latest media innovation comes in the form of branded racing car and spaceship styled shopping trolleys, which become mobile billboards when placed in retailer’s stores and shopping centres, thereby enhancing the retailer and consumer’s shopping experience in that environment,” Kramer reports. “Advertisers like MTN, Reckitt Benckiser and Tiger Brands are so enamoured by the idea that we have sold out three of the four available advertising packages until the end of 2007!” Existing shopping trolleys make little or no provision for kids between the ages of 2 and 6. “With Icon Media’s carts, basket sizes remain the same, and purchases are not damaged by kids standing on product in the carts. The entire shopping experience is enhanced as moms spend more time shopping, inevitably purchasing more goods because kids are entertained, relaxed, safely seated,” he says. “Icon Media’s innovative basket and trolley advertising increases brand profitability through high frequency exposure at purchase points.” “Retailers are offered the branded carts at no extra cost and also benefit with a significant portion of the media rental,” says Varejes. “Icon Media compliments our existing advertising platforms, bringing the group total to seven companies offering media opportunities. The back and sides of the carts can be used as brand building space whilst the handles and front panels are incredible call-to-action opportunities therefore delivering advertisers both brand and retail media platforms”. The concept, a resounding success in Northern America, will prove equally viable in South Africa. The first retailer partners that Icon have partnered with are the Shoprite Checkers Group and certain Massmart companies, namely Makro and Builders Warehouse. The first campaigns go live as early as November 2006. Primedia Unlimited comprises Primestars Marketing; Primall Media; Forecourt Media; The Letter Corporation; X/procure™; Wideopen Platform and most recently, Icon Media.