The fleet of 12 Mall Mobiles is operated by Driving Edge Marketing, a specialist brand activation consultancy established in 2004. Driving Edge Marketing has relationships with all major shopping centre operators nationally and has exclusive use of the Mall Mobiles within centres

Mall Mobiles are custom designed and built, electric powered vehicles with 2 backlit advertising panels mounted at the rear. The design maximizes visual impact whilst allowing for substantial on board storage. A sound system is built in to further engage the shopper. All Mall Mobiles are accompanied by 2 staff: a driver and a roaming assistant, both of whom can act as brand ambassadors wearing corporate clothing and interacting with shoppers