ChargeBox, the out-of-home mobile device charging specialist, has today launched a new concept in sponsored outdoor advertising for brands that want to reach the millions of people visiting the UK’s largest and busiest shopping centres.

The launch comes as the company announces that ChargeBox has charged over 37 million devices world-wide, keeping people connected at major retail outlets, transport hubs, sporting events, festivals, exhibitions and more.

As part of a one-year sponsorship deal, companies will be able to exclusively wrap 126 ‘lock and leave’ ChargeBox mobile device charging stations in 41 of the UK’s largest and busiest shopping centres with their brand, product or service.

The free-to-use ChargeBox stations at the selected shopping centres have already delivered more than 11 million charges. With an average charge lasting 21 minutes, ChargeBox has added at least an extra 3.85 million hours of customer dwell time across the centres.

The stations are permanently located at centres owned by Westfield, British Land, CBRE, Hammerson, Intu and Land Securities and offer a perfect way to blend advertising and sponsorship in a way not seen before. ChargeBox units can be wrapped to a brand’s exact requirements and customised so that shoppers see tailor-made messaging on the vinyl wraps. The wraps can be changed as necessary, so they are seasonal or tie in with other major promotions or product launches the brand is running.

The digital screens on the units can also be used to promote offers and display promotions or QR codes and can be updated as often as the brand likes, with the option to capture information with simple research questions.

This unique concept gives brands an opportunity to combine the benefits of digital outdoor media with a way to deliver experiential marketing in a very unique way, explains Justin Stark, Director, at ChargeBox: “Studies at Intu Lakeside* show that 76% of shoppers admit that they feel anxious if they can’t use their phone and that for 61% of them the option to have access to a ‘lock and leave’ ChargeBox influences their decision to visit the centre.

“What’s more for 94% of Intu shoppers, using the charging service enhances their shopping experience. 56% will spend more time and money at the centre as a result of using the ChargeBox stations, over a third buy more, and almost a fifth will spend time eating and drinking in the shopping centre.”

“Now brands can exclusively associate themselves with an established well-loved service, and be recognised as the brand that is delivering the ‘feel-good’ feeling that comes from our free charging service. It makes their brand engaging and useful to shoppers in a way that other advertising and sponsorship deals can’t. Plus, they can further leverage their investment by running promotions on the ChargeBox screens that are relevant to the types of shoppers visiting the centre throughout the day or week.”