Launching a new beauty product into an already overly competitive market can be extremely challenging, however by breaking through the clutter and taking the product directly to the consumer is what Unlimited subsidiary Mall Active specialises in

Mall Active, the in-mall activation specialist was selected by Out of Home specialists Kinetic to place Dove’s new range of shampoo and conditioner directly into the hands of consumers by using face-to-face mall activations in select shopping malls across the country. The activations gave shoppers the opportunity to obtain free samples of both products while being educated on the advantages of Dove’s Damage Therapy Intensive Repair Shampoo and Conditioner.

Although the Dove brand is particularly well known for its soap ranges in South Africa, its extensive range of hair care products needed to be introduced to consumers who already have a relationship with the brand.

Travis Brown, General Manager of Mall Active says, “Mall activations provide the perfect opportunity for product sampling, close to the point of purchase. They also provide the brand with the unique prospect of personally engaging with the public.”

Branded Dove activation stands were designed and manufactured by Mall Active and placed in the busiest zones of Menlyn, Cresta, Fourways, Eastgate, Sandton City and Canal Walk shopping centres over four weekends. The stands were transported to the malls weekly to ensure that costs were kept to a minimum and that reach was maximised.

Over the weekend only campaign, a massive 200 000 samples were distributed by four promoters, who with their in-depth product knowledge, communicated the advantages of Dove hair care products to shoppers.

“Based on our extensive experience in the retail space, we suggested that for Dove to achieve its objectives, weekends were the optimal time to hand out samples, as the target market would do their weekly shopping during this period. Our decision to deliver a weekend campaign was vindicated as thousands of shoppers congregated around the stands to receive their Dove hair care samples and ask the promoters questions about the range.”

To raise awareness of Media24’s new English Sunday tabloid, Scoop Magazine hit South Africa’s streets with a moving media campaign in partnership with Unlimited subsidiary brandyourcar.com.

A first to the South African market, brandyourcar.com offers advertisers the opportunity to brand privately owned vehicles, selected from a database of individuals who make their vehicles available for branding. The consumer’s vehicle effectively becomes a moving billboard within targeted audience communities and lifestyles.

Briefed to advertise Scoop Magazine to consumers aged 25 to 50 in the LSM 7 – 10 category who sit in peak hour traffic, brandyourcar.com has implemented the campaign creative across 20 privately owned vehicles in Durban and Johannesburg.

The brandyourcar.com database identifies a certain demographic based on an advertiser’s needs. By strategically matching drivers who have registered to carry advertising messages on their vehicles with the intended target market, advertising objectives are easily met.

In the case of Scoop, the publication sought corporate employees and students who are high frequency business hub drivers who engage with like minded people. Not only are the drivers of the branded vehicles carrying the message into the areas where the target market spend extended periods of time, but the drivers themselves fit the Scoop demographic profile, in essence becoming Scoop brand ambassadors.

Brandyourcar.com report that 60% of the chosen drivers travel between 1000km and 1999km each month, with 55% of the drivers commuting between 5 – 10 hours a week and 45% commuting over 10 hours a week. 90% of the selected drivers are employed full time and 70% regularly attend gym. With it’s “Straight-up, Scoop, on sale every Sunday’ communiqué, the brandyourcar.com fleet of vehicles also takes the campaign to the bustling lanes of the N1, M1, N3 and N2 highways.

Jeff Ostrom, Executive Head of Sales from Brandyourcar.com explains, “Scoop sought to create awareness and increase reach of the publication over the two-month campaign period. The branded vehicles are highly visible on busy roads and in high income areas. The communication speaks to consumers at highly relevant times during the day including during peak hour traffic, en route to and from work and in busy lifestyle environments.”

In the spirit of keeping the magic alive this Christmas, Unlimited’s Primedia Lifestyle team behind the marketing of the Chatsworth Centre in Durban, presented shoppers with a Christmas experience never seen before.

Imagine going into a shopping centre and being able to walk into a real life snow globe, with Santa Clause and his helpers waiting to take a photo with you.  Over the festive season Primedia Lifestyle and its team of retail experts brought in a life size 4m x 3.5m photographic snow globe into the centre, which created a unique and memorable experience for shoppers.

Combined with a host of festive family activities in the centre, Primedia Lifestyle’s Christmas campaign yielded 3500 photos of shoppers and their families being snapped in the snow globe with Santa, while foot traffic increased by 7% compared to Christmas 2010 and turnover increased by 6%.

To accommodate additional shoppers flocking to the centre over the festive season, the Chatsworth Centre also extended its trading hours to enhance the shopping experience.

Primedia Lifestyle’s MD Doug Mayne says, “Client requested that a totally new concept be introduced at the festive season that would set the Chatsworth Centre apart from competitors and surrounding malls. The snow globe was a huge hit and the supporting activities ensured that parents and their families had lots of good clean holiday fun.”

The team also provided an exciting and interactive entertainment line up for children, including Playstation and Nintendo Wii gaming, karaoke and dance mat competitions, arts and crafts, cooking classes, snake shows and movie screenings.

The Chatsworth Snow Globe and Christmas campaign was supported by advertising throughout the centre as well as out of home and community newspapers advertising.

Chatsworth is home to 56 500 households, with a population of 254 250, most of whom use the Higginson Highway on a daily basis, which is where the Chatsworth festive out of home creative advertising was located.

“The combination of the festive activities and our advertising campaign were all designed to create excitement and anticipation over the holidays and ensure that shoppers knew exactly what to expect at the centre during this time. Christmas is a peak shopping period and attracting and maintaining the high market share for Chatsworth Centre during the festive season was crucial,” concludes Doug.

The centre is situated within the heart of the community of Chatsworth, +/- 20km from the Durban CBD. Chatsworth shoppers are predominately Indian LSM 6 – 8 and mainly English speaking. The Centre is renowned for its truly rich Indian Eastern experience and boasts a total of 150 stores ranging from exquisite eastern and trendy western clothing and jewellery, to furniture, authentic food services, and all major banking facilities.

Hot on the heels of Sandton City’s major refurbishment, Unlimited’s retail advertising specialist Primall Media, has added to the centre’s aesthetics by installing 12 Skyscrapers and two Video Walls to its digital media arsenal.

“Our two new platforms are an add-on to the 12 Digital Ad Screens (DAS) already ensconced in the centre, which continue to be high on the advertiser’s ‘wanted’ list,” says Primall Media’s Darren Katz.

“The 12 Skyscrapers each consist of two 47 inch HD screens stacked atop one another which seamlessly display digital advertiser content, with large-format static graphics on the reverse of the unit,” says Darren. “The Video Wall is made up of 12 x 12 47 inch HD screens and both mediums are sold as linked digital packages. All screens have been imported and are already carrying advertising for the likes of Hugo Boss, Standard Bank, Pepe Jeans and Zara.”

Sandton City’s General Manager, Julie Hillary, says Primall Media has worked closely with the centre’s architects MDS Architects, every step of the way. “The team made sure that the aesthetics of the new digital platform compliment the refurbishment rather than detract from it. The new digital offerings are based on global trends and because effective advertising is about in-store conversion, we’ve raised South Africa’s retail profile worldwide and reaffirmed Sandton City’s role as the premier shopping destination,” says Hillary.

“For the fast-moving retail category, the ability to change campaigns on the fly is appealing to advertisers who know what they want to do in the environment, and who create specific advertising that works best in a particular venue, with zero clutter,” adds Darren.

Job creation is critical to sustainable future growth of our country. In a drive to expand the reach of its Y-AGE Youth and Graduate Entrepreneurship Development Programme, the Gauteng Economic Propeller (GEP) has commissioned Unlimited’s Mall Active to set up information stands in seven major shopping malls across Johannesburg and Pretoria.

The Y-AGE Programme targets young school leavers and entrepreneurs, piloted by Gauteng’s MEC of Economic Development, Qedani Mahlangu. The initiative aims to assist the Gauteng Government in identifying 100 000 promising entrepreneurs, following which, they will assess their needs, train them and provide them with the funding to establish their enterprises.

Travis Brown, General Manager of Unlimited’s mall activation specialist comments, “The campaign has been welcomed as a great success as a pilot project in Ekurhuleni, where thousands of young people were trained to run their own businesses. In expanding the programme the provincial government and GEP executed seven campaigns concurrently for one week at Maponya Mall, Southgate, Westgate, Eastgate, the East Rand Mall, Cresta and Menlyn shopping centres. Shoppers interested in the programme were able to go through the entire registration programme on the spot to ascertain whether they qualify for the training and financial support.

The most effective way to alert, educate and attract the desired target market to the project, is to get into a one-one-on situation where the youth spend extended dwell time, en masse.  With Mall Active’s activation stands set up in these thriving malls, the Gauteng Government is guaranteed of speaking directly to those best suited to benefit from the project.”

It is envisaged that once prospective entrepreneurs have been through the programme, they will each hire between three and five people in order to assist the government in creating a million new jobs.

Brandyourcar.com proves yet again that it literally drives brands to consumers. Realising the potential of the young media platform, Energizer Schick has signed up with the Unlimited subsidiary for its first ever moving media campaign. The partnership takes the new Schick Hydro Razor for men to the streets of South Africa on privately owned vehicles until March 2012.

Brandyourcar.com offers brands the opportunity to have their advertising campaigns carried on privately owned vehicles, selected from an extensive database of cross-demographic individuals who have registered to make their vehicles available for branding. The consumer’s vehicle becomes an effective moving billboard within targeted audience communities and lifestyles.

Through the mobile media campaign, Schick aims to create high coverage awareness for its new Hydro razor as a premium quality, yet cool and fashionable personal care product, targeting individuals who express confidence in their style and personality, and ultimately, encouraging trendy new consumers to try out the product. Schick intend to reach 18 – 35 year old LSM 8 – 10 men who are sporty, interested in fashion, are socially active and employed full time.

Jeff Ostrom, Executive Head of Sales at Brandyourcar.com comments, “The overall Schick Hydro campaign was launched using the unique consumer-to-consumer space which Brandyourcar.com dominates. The medium not only targets the correct consumers, but is actually personally ‘delivered’ by the target market. Drivers and vehicles selected were those who fit the Schick profile, and spend time in peak hour traffic along highways and major arterial routes, frequent social hot spots business hubs, and park at gyms, sports events and social venues.

Matching all the driver criteria makes certain that the campaign has a positive influence on the exact target market through the visibility of the branded vehicles which are either parked or are traversing through the precise locations where the target market spends extensive amounts of time.”

In partnership with creative agency JWT Cape Town and media partner MEC, the Schick campaign will be executed across 21 privately owned vehicles in Johannesburg, eight in Cape Town and eight in Durban. The Joburg fleet offers added exposure as these vehicles will commute to various holiday destinations over the festive season.

Each selected driver received Schick gift packs to trial and share the range of products to ensure that even when they are not in their vehicles, that they are Schick brand ambassadors. The Schick Hydro Razor campaign flights until 15 March 2012, in line with in-store promotions and activities scheduled over the busy festive season.

In recent research conducted by Brandyourcar.com, it was revealed that branding privately owned vehicles generates 3.14 times more effective message uptake than competing media types.

Specpharm has embarked on a 12 month advertising campaign to increase awareness of six identified brands through Unlimited’s X/procure

The Specpharm group manufactures products for a wide range of customers in both the local and multinational fields and has several exclusive marketing and sales agreements with international pharmaceutical manufacturers to distribute their products in South Africa. In addition the company has a number of products, mostly generics, which are in the process of being registered at the Medicines Control Council.

“This latest awareness campaign for Specpharm is a classic use of the X/procure^® system,” says Managing Director JD Henderson. “The client has chosen a standard banner ad campaign which will run for a period of 12 months and will promote the six brands on a rotational basis.”

The X/procure^® system is multi-functional, offering pharmaceutical manufacturers and suppliers several platforms to communicate directly with pharmacists by means of one-on-one engagement.

“We’re pleased to have Specpharm on board and given previous pharmaceutical campaigns aimed at purely driving brand awareness, we’re confident the group will be satisfied with the post campaign results,” says JD.

Over the last six months Whirlpool has been running a successful marketing campaign though Mall Active, Unlimited’s shopping mall activation specialist. The appliance manufacturer has concentrated its marketing efforts in shopping centres and at consumer expos to reach its desired target market of women in the upper LSM income bracket.

The renewed focus follows successful mall activations executed by Mall Active throughout 2010 when Whirlpool realised that one of the best ways to interface and speak directly to its target market was at store level. Over the past six months Whirlpool has had a presence at all the major shopping centres within Gauteng. Mall Active was responsible for ensuring the stands were activated in: Menlyn Park, Greenstone, Hyde Park, Sandton, Cresta, East Rand Mall, Brooklyn Mall, Centurion Mall and Eastgate shopping centres.

“A key factor in this campaign,” says Mall Active’s Travis Brown, “was creating a unique display stand so that Whirlpool could feature all its appliances incorporating fridges, gas hobs, microwaves, dishwashers, washing machines and tumble dryers on one uncluttered stand.

Giving the stand its distinct look and feel, custom display elements included branded self contained units for each appliance. It is also modular and adaptable, designed as a circular frame with lights enabling all the products to be highlighted on the display stand giving it an added presence within each mall.”

Key to the activation was setting up the stand during the busiest four day periods at the malls – namely month end and during payday weekends – thereby creating top of mind awareness of Whirlpool products when shoppers are more likely to purchase appliances.

Travis adds, “Whirlpool tracked this campaign which showed sales increasing within the malls when the display was present and its call centre also received an increase in enquiries about its products the week following the mall activations.”

The House of Busby selects Primall Media to create ‘only the best’ brand awareness for its new Steve Madden stores and range of fashion footwear at select shopping malls across the country.

With the ability to deliver quick creative changes, Primall Media was selected to communicate and build brand awareness for the new Steve Madden stores at Sandton City and Fourways Mall.

Making the most use of an initial teaser campaign with the “soon to rock Jozi” strapline, the creative message is being upgraded to “Now Open” to indicate imminent store openings in these two premium shopping centres. Busby has selected Primall’s Alice Lane drive parkade package at Sandton City and Branded Hanging Banners within Fourways Mall.

Primall’s Executive Head, Sales and Marketing Lee Curtis comments, “It is essential to establish Steve Madden within the local context, and through Primall’s media platforms, the brand is able to reach South Africans in an environment where they not only spend extended dwell time, but spend money as well.”

Which consumer wouldn’t want to see their face up in lights? Until January 2012, Tiger Brands, OMD and targeted lifestyle communication specialist TLC are flighting an educational campaign for hair styling brand Perfect Touch which will light up shopper’s lives. The national campaign is expected to reach approximately 3.3 million consumers until January 2012.

The Perfect Touch campaign creative cleverly resembles an entourage of paparazzi gushing cameras and flash lights at consumers, elevating them to star status while driving home the message of its range of hair styling products aimed at the LSM 7 – 10.

Engaging multiple TLC platforms, the Perfect Touch women’s hairspray campaign is extended across Mirror Decals and Floor Decals in LSM A malls and cinemas, and supported by TLC’s Coupon Dispensing Frames to encourage purchase and trial. To promote the Perfect Touch male hair styling gels, Tiger Brands has secured TLC’s A4 Mirror Decals in LSM A malls and cinema washrooms.

For the generic product drive, Perfect Touch has booked TLC’s digital Mirror Media in male and female washrooms in bustling Style Bars and Sports Bars across the country.

Brett Tucker, TLC’s Joint Managing Director explains, “Based on very specific locations, washroom media’s ability to be lifestyle and gender specific allows advertisers to hone in on its ideal demographic frequenting venues in our holding. Our approach to targeted lifestyle communication ensures that there is minimal wastage from a spend point of view, plus for Perfect Touch, client is able to encourage one on one interaction with the campaign and gauge actual consumer reach through the coupon units.”

TLC is an Unlimited subsidiary.

For more information, visit www.tlc-media.co.za

The House of Busby, the leading wholesale and retail fashion group, is highlighting its range of fashion stores at Sandton City, by contracting Primall Media for a two month advertising campaign. Primall Media is Unlimited’s expert in shopping mall advertising

The Primall team has branded eight light boxes within the shopping centre’s parkade area, ensuring that the striking Busby creatives will be viewed more than once by customers as they enter and exit the busy parkade.

Targeting high end shoppers from both sexes, the campaign promotes Forever New, Aldo, Mango, GUESS, Marion and Lindie, Nine West and Frasers fashion houses. Lee Curtis, Primall’s Executive Head of Sales and Marketing comments, “Advertising campaigns for upper end brands such as those housed by Busby, work exceptionally well when located in a high end retail hub such as Sandton. This will be no different for the latest campaigns being displayed on our large format, back-lit parkade billboards at Sandton. The brands will be exposed to thousands of high-class shoppers each month as they enter the mall, just moments before they stroll from store to store browsing and purchasing.”

“This is the first time that Busby is using the parkade package and we have no doubt that the campaign will have a positive impact on driving feet through the stores,” says Lee.

As Tyger Valley Shopping Centre’s brand custodian, Primedia Lifestyle conceptualised the innovative solution to ease shopper frustration, delivering a humorous and functional alternative which put a smile on shopper’s faces and encouraged patience during the refurbishment process.

For one month, the two Tyger Valley mimes, sporting construction attire and white painted faces, kept guard at the site, while pretending to catch invisible buckets, dancing and leading shoppers to the next available lift to access lower floors, the mimes ensured that shoppers knew exactly where to go to avoid the renovations. According to Primedia Lifestyle, shoppers were initially upset about the inconvenience of the renovations, but found themselves amused by the antics of the mimes and watched them for some time, and in the process, forgetting about their initial frustrations.

Primedia Lifestyle’s MD Doug Mayne comments, “One of the biggest frustrations to shoppers is not being able to easily navigate their regular routes in the mall. The Tyger Valley mimes created a virtual and light-hearted addition to directional signage, assisting shoppers and adding to their retail experience. It certainly was a clever concept put forward by the team and it achieved the exact objective of de-stressing Tyger Valley shoppers.”

To date the campaign has received over R150 000 in publicity and extensive word-of-mouth marketing.

To view the Tyger Valley Mimes in action, go to:

http://filegooi.co.za/get2/c228c95a5d1e69fbcffa926be4055ceb/TygerValley_Dance_1_-_small.wmv

Luxury clothing and apparel brand Polo, is advertising its mens and ladies Iconic Golfer apparel in HD via Primall Media’s Digital Ad Screens in the shopping centres where Polo has flagship stores. Polo aims to raise brand awareness of the Golfer range and drive feet through its stores.

Primall Media’s Lee Curtis comments that Primall Media’s Digital Ad Screens are able to create brand awareness while encouraging a call to action. “Primall’s interactive 46 inch HD LCD screens display Polo’s ‘Iconic Golfer’ creative and encourages shoppers to touch the screen for further product and range information. It’s the perfect combination of advertising in the last retail mile and prompts shoppers to a strategic call to action, on the spot.

For us it’s important to match the positioning of our platforms to the brands. I believe that having Polo showcased on our high end Digital Ad Screens assists in delivering the brand’s proposition of timeless style and quality.”

Daniel Calbacho, Creative Director at Red Marketing adds, “We have gone back to our roots and are heavily promoting the classic golfer top. We have used simple, elegant images, not following the mainstream fashion, but appealing to those who want timeless classics that always look good.”

To get the Polo message across, media specialist Outdoor Exchange booked 51 of Primall’s Digital Ad Screens across Canal Walk, The Zone@Rosebank, Sandton City, Nelson Mandela Square, Eastgate, Gateway, Cavendish and Menlyn, supported by the Polo summer campaign presented in GQ, ELLE, Men’s Health, Destiny, Sandton, Child Magazine, Living & Loving, as well as an Outdoor Citilite package.

At the prestigious TT100 (Technology Top 100) Awards held in Bryanston last week, Unlimited’s electronic procurement and advertising specialist, X/procure

X/procure^® also received finalist positions in the Management of People, Management of Technology and Management of Systems categories, measured against the innovative capacity of the organisation and its ability to embrace a spectrum of quantitative and qualitative metrics.

According to X/procure^®, the adjudication process interrogated the innovative capacity in three main areas, namely products, processes and the ability to effectively leverage strategic alliances, joint ventures, outsourcing and partnerships. X/procure^®‘s MD, JD Henderson comments, “An important indicator of innovation is the percentage of revenue generated from products which are less than three years old. The return on investment achieved from the innovation process also gives a good indication of the methods used to monitor the innovation progression.”

Henderson adds that innovation in technology is linked directly to knowledge management and how the organisation manages the dissemination of information.

“This is another esteemed award that X/procure^® will add to its showcase, reinforcing our leadership position in the field of technology. It is a huge privilege to be recognised through the likes of the TT100, in the company of the minister of science and technology, Ms Naledi Pandor. We’re delighted with the news and intend on using the energy and pride evoked by the award to drive us into 2012, continuing to exceed expectations.”

The Technology Top 100 Awards acknowledge excellence in the management of technology and looks deeply at the processes deployed to develop, implement and monitor the technology strategy. Winning organisations demonstrate their effectiveness through strategic alliances, joint ventures, outsourcing and partnerships. This year’s awards were judged and scored by an extensive board of 29 adjudicators.

Licensed pharmaceutical distributor and wholesaler, Anewmed, has committed its advertising budget to Unlimited’s pharmaceutical advertising specialist, X/procure^® for the next four months. Through advertising on X/procure^®‘s electronic procurement platform used by more than 63% of pharmacies in South Africa, Anewmed is alerting pharmacists as to where they are distributing brand name medicines

JD Henderson of X/procure^® says, “In promoting its distribution service to pharmacists, Anewmed has taken a three-month default advertising campaign, followed by a one-month watermark advert campaign to reinforce the brand.”

X/procure^®‘s default advertisement platform appears on the pharmacists’ system where there are no other adverts when ordering, giving Anewmed exposure where no other advertising can compete. X/procure^® report that its default advertising medium enjoys the highest viewership of all advertising on the system and is successfully utilised where branding is of high importance. On average, this type of advertisement is viewed in excess of 1.2 million times per month by procuring pharmacists, and is the ideal advertising opportunity for corporate campaigns to ensure high frequency in getting the brand and its message noticed.

The watermark branding appears in the background of the ordering screen which reinforces the message, by delivering subtle top of mind awareness and exclusivity.

“By targeting the pharmacists with these two campaigns, Anewmed will achieve its objectives of reminding them that medicines can be ordered with ease at all times, across the country, and will reinforce its positioning as the distributor which ensures that the right product is delivered at the right price, at the right time,” adds JD.

For more information on X/procure^®, visit www.xprocure.com

ACSA Retail is using the perfect medium for its ’Click.Buy.Fly’ campaign to target upper end businessmen as they relax during November and December. Through Golf Unlimited, ACSA is encouraging LSM 14+ consumers to shop at airports without physically visiting the stores.

Golf Unlimited has exclusive advertising rights to GPS golf cart screens installed on 1 123 golf carts on four and five star golf courses countrywide, an ideal platform to reach upper end businessmen, during their leisure time.

The ‘Click.Buy.Fly’ campaign is ACSA’s online portal at www.sadutyfree.com where businessmen can browse for, and purchase ACSA duty free items and collect their goods at the Duty Free Malls at the Cape Town International, OR Tambo or King Shaka airports.

James Ferrans, Golf Unlimited’s Head of Sales says, “ACSA Retail knows that business men who play golf at top end courses are business travellers, and spend more time at airports than they would in a shopping centre. Our golf cart GPS advertising is the ideal platform to engage with them and highlight the ease at which they can make duty free purchases via Click.Buy.Fly, without the inconvenience of actually visiting the shops.”

Through golf cart GPS advertising clients receive on average 14 minutes of exposure per advert. This is approximately how long it takes a golfer to complete one hole. Brand exposure is further enhanced because golfers keep referring to the GPS system for pertinent information regarding the hole before and after each stroke is played. The unobtrusive creative is therefore viewed numerous times ensuring recall by this target market exceeds that of other advertising types.

The 33 four and five star golf courses encompassing Golf Unlimited’s national network include Pecanwood, CCJ, Arabella and Fancourt which attract the crème de la crème of businessmen.

TLC, Unlimited’s targeted lifestyle media specialist, has been contracted by Calmettes to target university students and bring them a dose of calm over the 2011 exam period

The Calmettes washroom delivers it’s ’Stay calm, carry on’ message across TLC’s national campus media network, at a time of year synonymous with stress levels being at their highest in preparation for exams.

“Calmettes has elected to run its campaign until the end of December across our campus holdings to ensure maximum exposure to stressed out students as their year’s hard work culminates in end of year exams,” says TLC’s Brett Tucker.

“We’ve run the Calmettes campaign across TLC’s Super Size mirror decals and campus scrollers to capture students’ attention. The product is perfectly suited to busy and stressed students and by utilising washroom media, Calmettes is able to break through the clutter and speak directly to them. We’re delighted to have the brand on board for yet another campaign,” Tucker adds

The Supersport Goalmouth campaign which saw potential soccer commentators battling it out to be chosen as the next SuperSport SuperDiski presenter in an ‘Idols’ type of in-mall contest, has been awarded

The annual Promax Africa awards recognise excellence in on-air promotion, branding and advertising, with winners recognised as the best on the continent. Promax is the world’s premier association of promotion and marketing professionals in electronic media.

In partnership with in-mall activation specialist Mall Active, a subsidiary of Unlimited, the campaign engaged shoppers around the country through its travelling SuperSport SuperDiski sound booth, enabling consumers to debut their presenting and commentary skills.  The booth toured to five upmarket, high foot traffic shopping centres including Canal Walk, Mimosa Mall, Menlyn Park, Maponya Mall and Gateway Mall over a five week period, to capture consumer attention and rally candidates who have what it takes to be the next SuperDiski commentator.

Travis Brown, Head of Activations at Mall Active says, “Congratulations to everyone involved in this campaign. It was an awesome event which saw over 3000 contestants auditioning in the booth over a period of 17 days. The power of shopping mall activations correctly engaging with a brand’s target market should never be underestimated. This award proves how effective a well thought out mall activation can be as part of an award winning campaign.”

Travis adds, “The one-of-a-kind sound booth featured full Supersport branding and was kitted out with state of the art recording equipment to simulate a real broadcast recording experience. Contestants were required to commentate for one minute on a major soccer match shown on a screen, while being recorded live. The feed then crossed to a judging panel that reviewed the talent and scored the potential commentators.

We’re delighted to have been recognised for our innovation and the impact that our in-mall activations are having around the country.”

Luyanda Peter, Senior Marketing Manager SuperSport International, states:  “It was great working with Mall Active on this initiative. This was the first time SuperSport has embarked on this type of event in a shopping mall and it was an even bigger success than we expected. The success of this campaign through Mall Active led to the equally successful Lady Rugga and Gladdebeck competitions, where we embarked on the search for SuperSport’s next female and male rugby presenters in a similar vein.”

Is it possible to fall in love with someone you have spoken to, whom you may have touched… but have never actually seen? This is the key question posed by BBC’s latest reality TV show called Dating in the Dark. Targeted lifestyle communication specialist TLC has been entrusted to advertise the new series, which takes to South African screens on DSTV.

Contracted by DSTV to raise awareness for the British Broadcaster’s Dating in the Dark series, TLC takes the campaign to Ster Kinekor and Nu Metro Cinema washrooms nationwide to raise awareness amongst 16 to 35 year old entertainment seeking individuals. The campaign will highlight the series and entice viewers to tune in and be part of an experiment in which three men and three women try to find a partner by looking purely with their hearts.

The creative agency, Mortimer Harvey, utilised the Unlimited subsidiary’s Super-Sized mirror decals for the campaign and tailored its communication to leave space between the header and footer of the decal, where consumers faces would be, to cleverly drive home the message that ‘Fortunately it doesn’t matter what you look like when you are dating in the dark’.

Brett Tucker, TLC’s Joint Managing Director comments, “TLC’s mirror decal concept takes advertising to a completely different level, allowing consumers to interact with a brand and have fun with it, and themselves in the process This is quite an interesting series and we’re sure that the combination of its content and our distinctive mirror decals will raise the desired awareness.”

Never before have individuals received the opportunity of meeting and interacting with each other for such a prolonged period without actually seeing one another. Although the participants cannot see a thing, viewers will be able to see everything that is happening.

Mindshare and Yellow Ribbon were the strategic media partners involved

This month, Unlimited’s leading LSM A shopping centre advertising specialist, Primall Media, evolves its identity and re-launches to the advertising industry under its new ‘Only the Best’ positioning.

The Primall Media brand and it’s in-mall media offerings are now firmly entrenched in 29 premium malls across the country, and have over the years been media partners to top clients including ABSA, American Express, Cell C, Clinique, DSTV,  e.tv, FNB,  Gold Coin, MasterCard, Samsung, Unilever and Visa to name a few. Lee Curtis, Primall’s Executive Head of Sales and Marketing comments, “If we sold wine, we’d stick to Champagne!”

Primall’s new positioning strategy draws upon its seven years experience in the upper end retail advertising arena, and uses it’s refined insights to strategically align clientele with the exclusive upmarket retail spaces in which it dominates advertising rights. “How we think, look and act is driven by a desire to provide advertising channels which are above par in aesthetics, execution and effectiveness,” says Lee.  “Judging by how many of our advertisers extend campaigns and renew advertising partnerships year on year, our sophisticated media platforms in upper end environments clearly work.”

As leaders in the LSM A mall advertising space, Primall Media reinforces that it is dedicated to providing advertisers with a clearly defined offering, focusing only on premium malls throughout South Africa.  The advent and development of the digital advertising arena has also opened new doors through which the Primall innovators will achieve great success for its advertisers and differentiate it’s offerings in the market.

Poised to change the landscape of advertising in the mall environment, Primall is introducing new digital platforms in key locations within its mall network, moving in line with global retail trends and boosting the media standards of the spaces in which it trades.

The division has launched a world class digital positioning at Sandton City, consisting of high end video walls, skyscrapers, 55 inch touch screens and double sided 55 inch screens at the V&A Waterfront.

Molefi Moloantoa, divisional CEO of Unlimited adds, “At Primall Media we look to bring to market bigger and better traditional and digital advertising platforms, for greater impact for our advertisers. We certainly have set the bar high for ourselves as we aim to live up to our new credo of ‘Only the Best’, by providing the best service and offerings.”

“Our secondary slogan is “Get what you deserve” and we believe that our clients deserve “Only the Best”, from our team and our targeted media environments” adds Lee. “This commitment starts with our offering of premium advertising options in the finest malls, in which we target premium consumers. We have excellent relationships with mall property owners and this has translated into the exclusive advertising rights we enjoy in the upper LSM malls in our national portfolio.”

“Cultivating success starts at home,” explains Lee, “the team continue to feel excited about putting advertisers in touch with lucrative retail markets, knowing how powerful communication in the last retail mile can be.”

Primall Media believe that the most important aspect of its new positioning relates to its staff.  Both frontline and support staff are embracing an attitude of superior service to all our clients.  “This is not to say that we are perfect, but simply that the client’s best interests are top of mind.  We are striving for the best in work ethic and media owner service and are fully committed to this on-going process of refinement,” concludes Lee.

Engen and FNB rewards programme eBucks have partnered with Unlimited’s subsidiary Primall Media to execute a national retail advertising campaign, urging shoppers to use their eBucks points to purchase fuel at participating Engen garages.

Driven by Engen’s strategy partner Jamie Matthews of Page Three Media and creative from Draft FCB, Engen is dominating the banking zones of LSM A shopping malls Canal Walk, Gateway and Sandton City. Making use of Primall’s branded Escalators, Lift Banners and Hanging Banners, Engen reminds clients of the eBucks value add benefit.

“Given the expense of fuel today, this latest promotion offering relief to the consumer is a great concept by Engen and partners. The retail environment is the perfect fit for the communication as it’s delivered during a time when millions of consumers are using their credit cards and earning eBucks. It’s bound to be a success,” says Lee Curtis of Primall Media.

“It was really wonderful watching Lucia in action,” says Rob Thomas, Westgate Marketing Manager, “and customers were dancing as she sang whilst cooking. A big thank you to the sponsors Spekko Rice and Hirsch’s for making this cooking experience a possibility. Everyone who had the privilege of tasting Lucia’s cooking, including myself, wished she was able to cook some more of her famed dishes.”

Lucia Mthiyane aka ‘Chick with Stilettos’ cooking up a storm at Westgate during the shopping centre’s Foodgate campaign.

Following her cooking demonstration at Westgate during the shopping centre’s Foodgate campaign, Lucia Mthiyane aka the ‘Chick with Stilettos’ dishes up her culinary delights for hungry shoppers to taste.

Using its advertising budget for its first digital GPS campaign with Unlimited subsidiary Golf Unlimited,  for the next three months, Santam Commercial Business Insurance takes its brand to over 112 000 LSM 14+ consumers frequenting 32 the country’s four and five star golf courses across South Africa. Golf Unlimited has the exclusive advertising rights to GPS screens installed on 1124 golf carts countrywide, on elite courses where golf carts are mandatory.

According to Golf Unlimited, players at these courses spend on average 4.5 hours per round, twice a week, with 42% of them earning R60 000 a month and over. The Golf Unlimited advertising platform offers advertisers sought-after, exclusive and uninterrupted exposure to the upper end consumer, from the tee to green. Advertisers are able to make an impression by delivering subtle but memorable brand messages whilst the LSM 14+ individuals enjoy their leisure time.

Chris Norgarb, Media Strategist from partner media agency Vizeum Cape Town comments, “We were briefed to campaign Santam‘s Commercial Business Insurance offering, targeting male business owners and managers of small to large business. With the traditional “business environments” such as print and radio being quite cluttered, we turned Golf Unlimited’s ambient opportunities within golf courses. We felt this was a perfect environment to communicate with consumers in a “non-traditional” financial space, coupled with the fact that we know that a large percentage of our business consumers play golf, whether for business or pleasure.”

“Golf Unlimited’s GPS ad screens enable brands to reach the very top end golf courses and therefore the top end business decision makers. The platform also allows us exclusive exposure on any respective hole, with the medium providing a great opportunity for creative to dramatise the key Santam Insurance message,” he says.

James Ferrans Golf Unlimited Head of Sales comments, “This period of the year we see an increased number of rounds of golf played at the likes of our 32 upmarket courses including Pecanwood, CCJ, Arabella and Fancourt, to name a few. The Golf Unlimited platform is the ideal way to reach the upper end male consumer, during a time when they are enjoying themselves and are exposed to no other means of advertising.”

Having recently undergone extensive renovations, the new modern, aesthetically pleasing Musgrave Centre is a shopper’s paradise.

Musgrave Centre remains a major shopper destination which has been serving shoppers in the Berea area and beyond for the last couple of decades. The renovation of the centre is set to improve on store diversity, with special emphasis on enhancing the aesthetics and interiors. The newly revamped centre now boasts increased parking facility, an Identipark parking management system has been introduced – a first of its kind in KwaZulu-Natal as well as a brand new food court area, all developed to make the shoppers experience a more pleasant and convenient one.

Primedia Lifestyle’s marketing mandate for the Musgrave Centre includes creating a new, timeless brand marketing strategy, aligned to changes in demographic in the area and the dramatically improved tenant mix, as well as to re-launch the centre to the community and public at large.

Primedia Lifestyle MD Doug Mayne says, “Our core focus was to deliver a seamless launch campaign in conjunction with our business partners. With projects of this nature, pressure is intense and all business partners need to work together as a team with patience and calmness. It is more important than ever to manage relations with tenants.”

“We also had to remain cognisant of ensuring that new positioning, creative direction, logo and identity development matched the new centre and its vision, each step of the way,” he says.

The focus of the campaign is to highlight both the new aesthetic appeal created by the refurbishment, as well as the vastly improved tenant mix and to communicate the immense improvements that have taken place in the centre.

As the media plan is based on reach, a variety of different platforms were used. The Primedia Lifestyle team aim to win back the loyalty of some of its local shoppers.

“Re-launching a centre is not a new strategy, however I feel our approach is innovative. Instead of looking at the revamped mall as a whole, we have focussed on the extensively improved tenant mix, under the main themes of Accentuate your Style, Accentuate your Beauty and Accentuate your Lifestyle,” says Doug.

“Having an accurate Brand Guide is key.  This is the brand guide which forms the basis from where promotional and marketing activity will emerge.”

All aspects of the promotional relaunch advertising including, radio, PR and social media, as well as the launch of a new glossy Musgrave Magazine, are being handled by Primedia Lifestyle and divisions Red Pixel and Media Xpress.

Revealing it’s new look to the public, Musgrave Centre houses retailers such as Woolworths, Pick ‘n Pay, Cardies, Kauai, Pentravel, Red Square, Scooters Pizza, Spec Savers, Ster Kinekor, Verimark, Wimpy and the brand new Muscle and Fitness Gym.

All negotiations with sponsors such as Pick n Pay, The Department of Arts and Culture, Pongracz, Image Insured, Velvet Sky Airlines, Signature life Hotels, were managed by Primedia Lifestyle’s onsite team. The campaign has been set to start shortly, watch this space!”

Recently established design and creative agency, Red Pixel, has been commissioned by ACSA to conceptualise and design the ‘Keep Discovering ORTIA’ campaign, aimed at dispelling the perception of expensive merchandise.

Red Pixel, headed by Mark Powell, and a division of the Primedia Lifestyle family, specialises in conception, design and rollout of creative campaigns for leading shopping malls in South Africa, including the Airports Company South Africa (ACSA).

‘Keep discovering ORTIA’ was conceptualised to create awareness amongst the general public, tourists and travellers using the Gautrain, to ensure it is the preferred method of transportation to and from OR Tambo International, and to reiterate the airport as a viable and cost effective alternative shopping destination.

Red Pixel’s Mark Powell comments, “The Gautrain is already popular amongst people travelling to OR Tambo, and growing in popularity as a viable means of public transportation. This provided us with a targeted media platform aimed at the consumers that we wanted to reach, with minimal media wastage. With the addition of the Pretoria link, more people now have access to OR Tambo and to a wide variety of brands and products which can be purchased.”

According to Red Pixel, the creative merged the placement of the media platforms within the stations to the various Gautrain destinations with an overall message that the consumer could easily identify with. The Gautrain creative displays a zipper, which represents the Gautrain tracks, which opens to reveal a world of offerings available at OR Tambo, ranging from fast foods to world class brands such as Ferrari and Prada; all accessible in under 15 minutes.

This month saw L’Oreal’s new Maybelline four-product face beauty collection, Fit Me, attracting the interest of upmarket consumers at a number of South Africa’s top shopping malls, thanks to the eye-catching in-mall advertising campaign run by Unlimited subsidiary Primall Media.

The cosmetic giant has repeatedly entrusted its shopping centre advertising budget to Primall, and this campaign is no exception. Maybelline’s latest communication dominates the Fourways Mall, Menlyn Park, East Rand Mall, Sandton City, Cresta and Canal Walk centres, effectively gaining exposure to 107 million shoppers who traverse these malls each year.

“The shopping mall campaign spans a combination of our in-mall advertising platforms – Branded Escalators and Hanging Banners in each mall, which engage consumers in an environment where they are able to purchase the new range just footsteps away,” says Primall Media’s Lee Curtis.

According to Lee, malls are a perfect fit for L’Oreal as fashionable and trendy women who love to shop for beauty products, and malls go hand in hand. He explains that mall media offers advertisers maximum reach because of the extended dwell time that ladies are spending in the retail environments each month.

Using skin merge technology, L’Oreal’s Fit Me includes bronzers, foundation, concealer, powder and blush that match and blend with natural skin tones.

For the Maybelline campaign, AML were the media partner of choice while McCann Erickson was responsible for the creative.

L’Oreal’s Revitalift, the anti-wrinkle skin care programme designed to firm up the skin and fight the signs of ageing, has contracted Unlimited’s shopping mall advertising specialist, Primall Media as its retail media partner of choice. The three-month campaign is geared to generate consumer awareness of the product in top shopping malls countrywide.

In partnership with media agency AML and creative agency McCann Erickson, the Revitalift advertising campaign includes a combination of Primall’s Branded Escalators, Lift Doors, Hanging Banners and Glass Lift media platforms inside the Eastgate and Gateway shopping centres, with each boasting 23 million, LSM 6 – 10 consumers through their doors each month.

The campaign also flights across the same media platforms in the Fourways Mall, Menlyn Park, East Rand Mall, Greenstone Mall, Sandton City, Cresta, Northgate, Canal Walk and the V&A Waterfront – collectively frequented by 173 million shoppers a year.

Primall Media’s Lee Curtis comments, “Our media platforms are located in prime positions in each mall and are able to raise the awareness of the brand just moments away from the point of sale. L’Oreal has been a long standing client who understands the benefit of owning the retail mile. Based on the millions of affluent shoppers who will be exposed to the communiqué over the period, we’re confident that the campaign will be a huge success.”

Primall’s bouquet of in-mall advertising platforms are in close proximity to the MWEB outlets, piquing consumer awareness. The tag line on the MWEB creative highlights that the MWEB stores give customers access to “Walk-in Internet”, where a friendly MWEB consultant can help you every step of the way.  

A key aspect of MWEB’s in-mall campaign is switching of creatives from one Primall platform to another within the shopping centres on a monthly basis. This enables MWEB to expose its message in different areas relative to the stores location, and to reach as many shoppers as possible. Mall advertising platforms utilised in this campaign include Parkade Signs, Lift Doors, Escalators, Booms and centre court activations.

Lee Curtis, Executive Head, Sales and Marketing says, “A comprehensive mix of our mall platforms ensures a multi-sensory message which stimulates a clear call to action for MWEB. By alternating the creatives across the various platforms, MWEB exposes its message to a wider audience, capitalising on regular shoppers seeing the communication repeatedly,” says Lee. “It’s a great way to promote a store’s presence within a particular shopping centre because shoppers are already within the mall environment and can easily be directed to that particular store.”

Primedia Lifestyle, local shopping centre marketing consultancy renowned for its award-winning strategies, has added a further dimension to its comprehensive solution with the introduction of media specialist division Media Xpress.

The specialist retail media planning, buying and strategy division delivers significant media buying for power Primedia Lifestyle and its portfolio of over 50 top shopping centres, across advertising platforms best suited to the events and promotions taking place within each mall.

Doug Mayne, MD of Primedia Lifestyle explains, “Having a retail media division at our disposal ensures seamless communication planning which drives media strategy, buying, implementation, post campaign analysis, negotiating power and added value across the board.”

Doug believes that Primedia Lifestyle’s new business unit, Media Xpress will eliminate retail marketing fragmentation across its portfolio of malls, to ensure that its strategies and campaigns are cohesive in creating world class experiences that consumers will not forget.

The division is headed up by industry heavy weight Thola Phetla, who has over 14 years experience in advertising, strategic marketing research, media strategy and planning.

Thola started her career in advertising client service at Ogilvy Cape Town, later moving to Added Value Strategic Marketing as a market researcher.  Thola later moved to Ogilvy Africa in Johannesburg to hone her career as a Strategist and Planner, working on above-the-line campaigns for over 26 African countries. Thola has also been employed by Radmark as an account manager and by SABC as a media strategist in radio sales.

Thola comments, “In the modern media environment, impact can only be achieved through smart solutions that go beyond strategic planning.  There are many media options available to marketers locally, nationally, regionally and globally and media owners can be unscrupulous to misinformed advertisers.  Therefore, the media function should no longer sit with only the Marketing Manager.  It should sit with specialists who can evaluate and consider media options relevant for clients’ business objectives.”

Doug adds, “With the addition of Media Xpress headed by the capable Thola, our design division Red Pixel and our CRM experts Source, Primedia Lifestyle is a fully integrated consultancy. We present a one-stop marketing solution to our malls, including media strategy and planning strategy, design and CRM, in addition to brand management, eventing, production, tenant relations and research.”

“The success behind Primedia Lifestyle has been our strategic business partner philosophy and understanding our client’s business. In line with our entrepreneurial spirit, and backed by Unlimited, we are proud to introduce Media Xpress to further specialise our marketing solutions.

No longer does a box of tissues need to be placed at the back of the car’s window. Moving media specialist Brandyourcar.com demonstrates how Nampak Tissue’s new packaging can now be conveniently placed in cup holders, up front in the car where the driver can safely reach them.

The new Twinsaver Stylepack is a stylish and convenient tube-shaped pack of 80 two ply facial tissues, aimed at women on-the-go looking for convenience and softness from a facial tissue. The handy tube shaped container fits most car cup holders and also takes up less space on a desk or kitchen counter.

Twinsaver selected brandyourcar.com’s media platform as the Out of Home communication platform to best represent the convenience of using the new Stylepack, commissioning the Unlimited subsidiary for a two month advertising campaign.

Utilising brandyourcar.com’s extensive database of privately owned vehicles registered for advertising campaigns, 23 cars were selected in Johannesburg suburbs, whose drivers represent LSM 7-10 women in the 25 to 54 age group. Vehicle selection was based on owners who commute daily within the main metropolitan areas and who frequent shopping malls and local schools.

All drivers were given product samples to familiarise themselves with the new innovation and to further reinforce the messaging displayed on their vehicles for the campaign duration.

Brandyourcar.com’s Executive Head of Sales, Jeff Ostrom says, “Through the brandyourcar.com platform, the benefits and convenience of the Twinsaver Stylepack are effectively communicated to thousands of consumers who are in traffic. The campaign highlights the product’s usage in the car, home or office – hence the brandyourcar.com platform offers a natural fit. We’re sure Twinsaver are going to be yet another advertiser to see the benefits of the mobile media platform.”

With the objective of encouraging a younger target audience in the Western Cape to access information via Yellow Pages Online, publisher and owner Trudon has contracted Unlimited’s mobile media specialist, Brandyourcar.com for the first time. The advertising campaign which flights across privately owned vehicles between October and December, aims to engage with LSM 8 – 10, 25 to 35 year old consumers, travelling on Cape Town’s main arterials.

While the printed version of the Yellow Pages still exists, the online platform encourages a new and younger market to access information from the Yellow Pages. Brandyourcar.com’s Jeff Ostrom explains, “Yellow Pages Online is fast, has user friendly workability, and is positioned exactly where this target audience spends a great deal of time.”

“In order to get the Yellow Pages message across to the captive audience sitting in traffic, vehicles selected from the Brandyourcar.com database were those from the Western Cape, spending extensive amounts of time in peak hour traffic on highways and major arterials. Our database consists of thousands of mixed demographic consumers with private vehicles, who have registered to carry advertising campaigns on their vehicles,” says Jeff.

The Yellow Pages Online awareness campaign was launched in the ambient arena, with Brandyourcar.com ensuring an impactful Out Of Home presence and a pioneering advertising opportunity for Trudon.

“The selected drivers also frequent malls on weekends and busy business hubs during the week, ensuring even greater exposure for the brand. Trudon is also able to track the trips of the fleet online, giving the platform added efficacy,” he adds.

Nivea knows what men want. Proving just this through its media selection, Nivea’s campaign is introducing new Invisible Power deodorant for men through TLC’s gender specific platforms in 20 Planet Fitness gyms nationwide.

The Nivea Invisible Power campaign goes to market across the Unlimited subsidiary’s Standard A4 Washroom Frames and innovative Wall Decals in men’s change rooms at Planet Fitness branches for three months, exposing the advertising to 450 000 fitness enthusiasts over the period.

Brett Tucker, joint MD at TLC says, “Where better to market Nivea’s new product than directly to the desired target market, as they groom themselves after a workout? Through our platforms, Nivea is able to dominate its immediate surroundings and ensure top of mind awareness long after consumers leave the gym.”

Nivea Invisible Power targets physically actively men who need long lasting underarm protection. In addition, the product protects black and white clothes from deodorant stains, leaving no white marks on the skin.

Using clean creative to draw attention to the Olmeca Fusion bottle, the campaign is designed to appeal to the outgoing consumer in Style Bars across the country, TLC flights the campaign across its niche advertising spaces, booked specifically for Pernod brands until April 2012.

Before becoming known as a modern day party companion and one of the most popular spirits in the world, Tequila had humble beginnings in the city of Tequila in western Mexico. Olmeca Tequila is one of the most premium brands distributed in South Africa, under the command of local spirit and wine producer and distributor Pernod Ricard. The latest advertising partnership between Pernod and the Unlimited subsidiary, sees the two market leaders joining forces for the fourth consecutive year.

“With Pernod selecting our space time and time again, it’s testament to the fact that our platforms are effective in raising awareness and driving call to action at the point of purchase. Targeting consumers in the washroom is the ideal opportunity to gain their undivided attention in a noise and clutter free environment, close to consumption,” says Brett Tucker, joint MD of TLC.

Selecting TLC’s striking washroom Door Wraps and Digital Mirror Media, the Olmeca campaign will be seen in 92 bustling Style Bars across South Africa. TLC’s Mirror Media concept comprises a standard mirror which is strategically placed in washrooms, behind a custom made backlit LED allowing advertisers premium exposure. TLC’s Door Wraps allow brands to fully wrap both the front and back of cabin doors, next to each other, to create an impactful and unavoidable effect to a captive audience.

“While the rugby might currently be keeping consumers occupied, the Olmeca campaign is certainly going to give consumers something to talk about. I’m sure that the campaign results will keep Pernod coming back.”

As a means of brand communication, advertising in busy shopping centres has been a long term strategy for many of Primall Media’s advertisers.

“As an advertising environment, the shopping mall is a lifestyle convergent point for South Africans,” says Primall’s Lee Curtis. “It has become a weekly lifestyle destination, not only for shopping, but also as a means of entertainment and a venue to interact and meet with family and friends. Consumers are known to spend an average of three hours per visit, which is one reason why the mall space is so attractive to advertisers, who promote anything from cosmetics right through to insurance products.”

A case in point is Primall Media’s latest advertiser iWYZE, Old Mutual’s short term insurance division, which has enlisted the assistance of the Unlimited division. “Mall advertising is a new marketing concept for iWYZE,” says Lee. “The client has signed up our escalator branding product as part of a broader iWYZE brand awareness campaign, in Chatsworth Centre, Natal.”

The campaign will run for three months and establishes ownership of strategic zones in the centre, effectively engaging 1.3 million shoppers per month.

The oldest horse race on the calendar is here again. This year, the event seeks a younger audience in Johannesburg. To attract the up and coming crowd, Sansui and Matchworld have contracted Unlimited’s roving advertising platform, Brandyourcar.com.

A first to the South African landscape, brandyourcar.com offers brands the opportunity to have their advertising campaigns carried on privately owned vehicles, selected from an extensive database of cross-demographic individuals who have registered to make their vehicles available for branding. The consumer’s vehicle becomes an effective moving billboard within targeted audience communities and lifestyles.

Through brandyourcar.com, moving media is one of the main platforms being used to promote the Sansui Summer Cup horse race to a younger LSM 8-10 target market, particularly at universities and in the Sandton business district.

For this campaign, Sansui’s core focus is to attract 20 to 35 year olds who are fashion conscious, trendy and who enjoy socialising. The Sansui Summer Cup is not just about horse racing, but also includes various entertainment activities and an awesome after party.

Brandyourcar.com is communicating this event by enlisting from its database, the vehicles of university students, as well as young business people who are based in, and travel drive in the Sandton area daily. The 25 Sansui Summer Cup branded vehicles will be driven around the key targeted areas between October and November, in the lead up to the main event which takes place on Saturday, 26^th November.

Jeff Ostrom, Executive Head Sales at Brandyourcar.com comments, “We’re aiming this campaign at a very specific group of individuals to make sure that we get extensive coverage in the chosen areas. A great advantage of the brandyourcar.com platform is that the vehicles have the ability of standing out in the out of home environment by being taken into the surrounds of the precise target market.”

“The campaign also has additional ‘legs’ through the drivers of the vehicles becoming brand ambassadors, delivering the brand message by word of mouth as they interact with people about the campaign on their vehicles. We’re excited to tally the results at the end of the campaign,” adds Jeff.

For further information visit www.brandyourcar.com

To raise awareness of the availability of its freshly brewed take-away coffee amongst LSM 8 – 10 consumers sitting in peak hour traffic in Johannesburg, Durban and Cape Town, Engen and Equatorial Coffee have selected Unlimited’s mobile media platform, Brandyourcar.com, as their advertising partner of choice.

A first to the South African market, brandyourcar.com offers advertisers the opportunity to brand privately owned vehicles, selected from a database of individuals who made their vehicles available for branding. The consumer’s vehicle becomes an effective moving billboard within targeted audience communities and lifestyles.

Geared to promote Corner Bakeries at selected Engen service stations that sell Equatorial Coffee, the campaign flights between October and December, encouraging consumers to stop in and get their fast, convenient and quality caffeine fix.

With the aim of enticing a craving for Equatorial Coffee, brandyour.com has selected from its database 60 high mileage drivers (20 in each region), to carry the campaign creative, ensuring exposure to fellow consumers in traffic during lengthy commutes along highways and major arterial routes near the forecourt outlets. The Brandyourcar.com database consists of thousands of private vehicle owners who have registered their vehicles for use in ad campaigns.

“We have no doubt that the combination of the mobile media platform and the lure of great coffee available at the push of a button, 24/7, will direct consumers to Engen’s bakeries situated in these three areas. Who wouldn’t enjoy quickly picking up a quality cup of coffee during high congestion traffic?” says Brandyourcar.com’s Jeff Ostrom.

“Brandyourcar.com enables advertisers in the out-of-home environment to break through the clutter – consumers will probably never see these cars in the exactly the same place or from the same angle, thus creating a truly unique and stimulating campaign,” he adds.

The Equatorial Coffee Company travels along the equator to collect the finest beans from Brazil, Guatemala, Uganda, Tanzania and Ethiopia. Expertly blended and roasted together, each cup tells the story of a perfect brew.

Red Heart Rum has selected TLC’s advertising platforms to target the heart of red-blooded, rugby loving South African men, offering wannabe couch managers the opportunity to manage the Barbarian rugby team when they take on the Wallabies at Twickenham in November

Utilising TLC’s washroom Door Wraps, Digital Mirror Media and Standard A4 Ad Frames with creative tailored to the specific media, Pernod Ricard signs Unlimited’s lifestyle advertising specialist on for ten months nationally in Sport Bars in metropolitan and outlying areas.

Brett Tucker, Joint MD at TLC says, “Our advertising platforms in Sports Bars across the country are perfectly suited to take advantage of the sport loving nation frequenting these environments. Sport Bars are a natural communal touch point where supporters gather to share sporting events and have a few drinks together over the game, so the synergy is obvious.”

“Striking creative incorporating rugby icons Victor Matfield and Bakkies Botha catches the supporter’s eye and encourages them to purchase a bottle of Red Heart Rum and stand a chance to be the manager of the British Barbarians. The concept is brilliant – any true rugby supporter would love to have the title. Combining winning creative in our targeted environments is sure to be a huge success – we’re excited to see the response to the campaign.”

Pernod Ricard’s Red Heart is double distilled and is an aromatic blend of 18 different types of Caribbean Rums, ranging from the light and clean continuous still rums, to the heavier, fruitier flavoured pot still rums which typify the Jamaican Rums and set them apart from all the others.

Signing up for its first ever moving media campaign, local free to air broadcaster e.tv has joined forces with Unlimited subsidiary brandyourcar.com for a three-month national advertising campaign to promote new local reality programme, Blame It On Fame.

Through brandyourcar.com’s extensive database of consumers who have endorsed their vehicles to carry advertising campaigns, e.tv was able to select drivers who not only represent the e.tv target market, but also who travel daily in peak hour metropolitan traffic, frequent malls on weekends and are upwardly mobile.

e.tv approached brandyourcar.com as it was seeking a unique means to engage with women in the LSM 5 -10 category, aged 18 – 35 years old, to promote Blame It on Fame and establish top of mind awareness for the upcoming series. e.tv utilised the brandyourcar.com medium specifically across the coastal areas of Cape Town and Durban, where traditional OOH media is hard to come by.

Brandyourcar.com’s CEO, Pieter Groenewald says “Access to our extensive database of privately owned vehicles enables advertisers to place their campaigns on cars driven by individuals across a wide spectrum of demographics. Added to this unique matching, these handpicked individuals also travel daily along high impact routes.  It was therefore easy for us to precisely match e.tv’s requirements to appropriate vehicles.”

All participants in the campaign were issued with details on the show in order to become familiar with the programme and become true brand ambassadors, should they receive interest from the public.

“By being visible in peak hour, grid-locked traffic, the Blame It On Fame initiative is sure to be a success. We’re really excited to see a wider range of advertisers realise the benefit of the platform,” concludes Pieter.

e.tv puts an innovative spin on local television to give viewers the ins-and-outs of celebrity life with the launch of the new Blame It On Fame reality series which broadcasts on Monday evenings at 8:30pm.

Brandyourcar.com is a subsidiary of Primedia Unlimited.

With the distinct objective of ensuring that its premium brand is the whiskey of choice for top end golfers, Chivas Regal has commissioned Golf Unlimited as its media partner for the first time. The partnership executes a digital golf cart GPS advertising campaign seeking the attention of the discerning, upper end consumer on the golf course from October through to December.

Through the Unlimited subsidiary, advertisers have unprecedented reach to 450 000 top end golfers each year, with advertisers receiving exclusive, uninterrupted exposure from the tee to green. Given that these golfers spend on average 4.5 hours per round, twice a week, advertisers make an impression by delivering subtle but memorable brand messages whilst individuals enjoy their time off.

With a clever platform-specific campaign displayed on-screen only at the 18^th hole, Chivas whets the appetite with a competition mechanic daring golfers to ‘Make a birdie on this hole and stand a chance to win a case of Chivas 12 Year Old’.

According to Golf Unlimited the timing of the campaign is vital as October, November and December are the months synonymous with golfers embracing that end of year feeling and are most inclined to indulge and spoil themselves to a premium drink.

The Chivas campaign targets premium golf club members nationally across the 32 four and five star golf courses in Golf Unlimited’s portfolio, including distinguished courses such as Pecanwood, Country Club Johannesburg, Arabella and Fancourt to name a few.

Golf Unlimited’s James Ferrans explains, “Chivas Regal chose our golf cart GPS platform as it wanted to target the most upper end of the market. Upper LSM golfers in particular are more discerning and appreciate the finer things in life. Because the product is available at on each course, we’re confident that through the competition and the awareness generated throughout the game, that the campaign will drive the desired call to action. We’re delighted to have a brand of this prestige enjoying the benefits of the platform.”

French designer brand Givenchy has commissioned targeted lifestyle communication specialist TLC to flight an advertising campaign for its latest fragrance Givenchy Ange Ou Demon Le Secret Elixir. Targeting women only, the Givenchy campaign flights in ladies fitting rooms of 41 Edgars premier stores across the Unlimited subsidiary’s A3 Fashion Frame network.

According to TLC’s Brett Tucker, Givenchy’s creative, placed in the Edgars change rooms, effectively targets LSM 7 – 10 women during their leisure time, when they’re in a frame of mind most open to communication about fashion and beauty.

“If you’re looking to capture and hold the attention of the female shopping audience, you need to speak to them in an environment where they are open to absorbing the message,” says Tucker. “Our Fashion Frames are a great way to expose the product to upper end women, encouraging them to visit the perfume department within the store, just footsteps away.”

The face of the fragrance is American actress Uma Thurman, with the new fragrance Ange Ou Demon Le Secret Elixir described as a deep, rich and sensual perfume

In a market where medical aids are insisting on more cost effective generic medication, the X/procure^® Intervention Advert assists pharmacists in making alternative choices when ordering medication through the procurement technology.

At the crucial point of pharmacists ordering schizophrenia and acute mania medication with the same active ingredient as the Dr Reddy’s brand, the X/procure^® ‘Intervention’ advertising pops up on the computer screen, alerting the pharmacist of the Dr Reddy’s generic.

Due to legislation, marketers of scheduled medication are prohibited from placing advertising where the public can view it, therefore the X/procure^® advertising platform gives pharmaceutical manufacturers a distinct advantage for increasing and maintaining brand awareness of products where pharmacists must see it.

“We have run multiple campaigns for Dr Reddy’s over the years and this is another six month Intervention campaign delivered for generic medication in the bipolar category,” says X/procure^®’s Managing Director, JD Henderson.

“Dr Reddy’s repeat business confirms that advertising on our electronic procurement portal is effective in reaching the pharmacy decision maker. If we ensure that pharmacists are aware of the product at the point of purchase, we boost the potential of the product being ordered, and that stock moves off shelf. We’re delighted to continue the association.”

Dr Reddy’s is a wholly-owned subsidiary of Dr Reddy’s worldwide and one of the leading generic players in South Africa which manufactures an atypical antipsychotic indicated for the management of the manifestations of schizophrenia and for the treatment of acute mania in bipolar disorder.

Kimberly-Clark is entrusting its advertising budget once again to Unlimited’s targeted lifestyle communication division TLC. This time round the personal care brand giant is promoting its new Protect Hand Sanitising Wipes for household brand name Kleenex.

For this latest campaign, TLC takes Kleenex to market across its media platforms in 20 LSM A shopping malls around the country, targeting women only, for two months.

Notabene, Kimberly Clarks media agency, promoted clever creative that demonstrated Kleenex Protect works even in times when water isn’t available to sanitise hands. The new Kleenex Protect Wipes provides the security of eliminating 99.9% of germs on the spot.

Brett Tucker, joint MD at TLC says, “Kleenex is cleverly promoting the new offering to ladies only in an environment associated with sanitising and cleanliness. The campaign creates top of mind awareness by delivering a solution to common concerns of viruses and germs contracted from public environments, just steps away from the point of purchase.”

According to Kleenex, the Protect Hand Sanitising Wipes eliminate viruses and germs including the H1N1 swine flu virus.  They are alcohol free, dermatologist tested and contain skin moisturisers allowing them to kill germs without drying skin.

Millions of people suffer from an overactive bladder (OAB), but only a small percentage take action and seek treatment. This is about to change with the Astella Pharma ‘You’re in control’ campaign, an intensive month long advertising burst in shopping malls and medical facilities, through TLC, Unlimited’s targeted lifestyle division.

The creative flighting on TLC’s media space in male and female washroom networks draws attention to the sensitive issue, which many people tend to ignore. According to TLC, the campaign aims to encourage consumers with an overactive bladder to take action by either consulting their doctor, asking for an OAB brochure at the practice, visiting the www.youreincontrol.co.za website or sending an SMS to a dedicated OAB number for more information.

Brett Tucker, joint MD at TLC says, “The creative highlights that sufferers can easily receive treatment for an overactive bladder, and see dramatic improvement in just four weeks. I believe the success of the campaign lies in the information being relayed in an environment where consumers can respond in privacy.”

The Astella Pharma creatives have been placed in washrooms across 37 major shopping malls within Gauteng, KwaZulu Natal, the Eastern Cape and Western Cape. There are 16 Medicross, and 25 Netcare facilities in Gauteng, the Western Cape and KwaZulu Natal that will also carry the communication.

A survey compiled by TNS Research Surveys reveals that Rand for Rand, branded private vehicles are 3.14 times more likely to result in an advertiser’s message getting through to consumers.

Brandyourcar.com’s Pieter Groenewald says that he believes in the age old saying of “putting your money where your mouth is”, which is precisely what this media owner has achieved. As a fairly new entry into the ambient advertising arena, it is important to prove to prospective advertisers and media agencies that the medium is effective – despite the fact that vehicle branding has been around for ages in the form of buses, taxis and trucks etc.

TNS was commissioned to conduct a survey measuring the efficacy of brandyourcar.com against competing media. This was done by investing the same monetary outlay into branded cars and outdoor billboards, each with different messages. Uptake of messaging on both platforms was assessed after a two month period.

A 15 minute long questionnaire was compiled and targeted at 200 LSM 8-10 consumers in the Port Elizabeth area, via house to house interviews. PE was selected as it is a smaller city with a diverse range of racial, age and gender demographics within the LSM 8-10 category. Respondents were required to be 18 years and older and to have at least one car in the household. What is interesting is that the interviews were not conducted within close proximity to where the message was being displayed, but in the comfort of the consumer’s homes.

Two simple and similar sport related facts were displayed over the two month period, on the billboard and vehicles respectively. The billboard showcased a soccer ball creative with the message “1937 first soccer shown on TV” while the vehicles were branded with a tennis ball creative stated “250km/h 2004 fastest serve ever”.

Neil Higgs from TNS comments, “Only 7% of people were able to give us a correct answer to the billboard question, however 22% gave the correct answer to the tennis question, which just goes to show the amount of cognitive uplift of message the branded cars achieved.”

Brandyourcar.com enables the advertiser to target very specific driver demographics, as the advertiser can select specific models and colours of vehicles to brand, routes and regions that people traverse as well as tailored creative messaging. Flighting of the creative is guaranteed as the owners of the cars are required to submit monthly pictures, odometer readings and verification codes back to brandyourcar.com.

When The Gateway Theatre of Shopping opened its doors in KwaZulu Natal ten years ago, it brought a shopping experience to Durban that no other centre has yet been able to match. As the centre’s tenth anniversary arrives, Primedia Lifestyle, the centre’s marketing consultancy, prepares to present shoppers with a celebratory experience not to be forgotten.

Doug Mayne, MD at Primedia Lifestyles says, “The Lifestyle marketing team plans on making Gateway’s 10th birthday a memorable event by hosting an array of themed campaigns and activities within the mall to showcase a realm of theatrics synonymous to the positioning of “Gateway Theatre of Shopping”. If shoppers thought the 2010 World Cup celebrations were awesome, they are about to be pleasantly surprised! The team is ensuring that the planned celebrations will dazzle shoppers and entice them to keep coming back to Gateway.”

As part of the celebration activities the Primedia Lifestyle team has launched the Race to Riches competition where one lucky shopper will walk away with 10 life changing prizes including an Audi A1, free petrol, groceries, entertainment, dining, parking and spa treatments for a year as well as designer watches, an education policy plus rent free living for a year at the luxurious Sovereign Sands on Blythedale Coastal Resort.

The competition runs until the 18^th September whereby any shopper who spends R200 or more stands the chance to enter. 10 finalists will be selected to complete various tasks in an elimination round, leaving four finalists, who will then be voted for by the public.

The winner will be announced at the International Flow Championship event on the 8^th October where Gateway will host its final celebration. A free concert featuring Locnville, The Graeme Watkins Project and City Bowl Mizers will end of the festivities

“Primedia Lifestyle creates marketing strategies and events designed to enhance the shopping experience and elevate our malls as lifestyle destinations within their surrounding areas,” adds Doug.  “We’re honoured to be entrusted with marketing brands such as Gateway and look forward to the next ten years of partnership with the property owner, its shoppers and its tenants.”

For the seventh consecutive year in a row the Gateway Shopping Centre has claimed the title of the Coolest Shopping Mall in the Country, as awarded by the Sunday Times Generation Next Survey.  The survey, conducted by HDI Youth Markets, consists of results determined by an extensive study of brand preferences amongst urban South African youth.

MallWorx will provide advertisers and their agencies with en masse access to South Africa’s middle income market, who view malls as a lifestyle convergence point. Malls within the MallWorx portfolio include Maponya Mall, Northgate, Kwa Mashu’s Bridge City, The Workshop, Gugulethu Mall and Golden Acre, to name a few.

Molefi Moloantoa, Divisional CEO at Unlimited explains, “Drawing from Unlimited’s established understanding of the retail environment and this growing segment of the market, MallWorx will offer media solutions in the persuasive mall environment to influence consumer purchase decision making where it matters most – in the last retail mile.”

Ken Varejes, Unlimited Group CEO adds, “The MallWorx business is perfectly complimented by our other divisions operating in the retail advertising space, namely Primall Media, Mall Active, TLC and Fashion Media, enabling us to offer a more highly specialised reach to our clients. As our name states, we’re Unlimited in the possibilities we’re able to offer through our media companies and will continue to deliver impactful media in areas of high dwell time.”

Leading shopping centre marketing consultancy Primedia Lifestyle has once again received top honours for its retail marketing strategies at the SACSC (South African Council of Shopping Centres) Footprint Awards. This year the teams claimed 15 of the 36 awards across the, KwaZulu Natal, Gauteng and Western Cape regions.

This year Primedia Lifestyle’s marketing teams, media division Media Xpress and creative division Red Pixel secured 41.7% of the awards available, well ahead of the closest opposition which claimed 25% of the awards.

The Footprint Awards are based on overall effectiveness of South African mall marketing strategies, evaluated against criteria including overall concept, media strategy, design solutions, execution and the degree of success achieved which is evidenced by an increase in foot count, centre turnover, publicity received and other key performance indicators. Winning campaigns are selected for their pedigree in delivering accountable mall marketing strategies with an explicit focus on performance-driven marketing.

The shining stars in Gauteng this year were the marketing team from The Zone@Rosebank who secured a 100% entry-versus-win status with three Silver awards for the Brand Yourself campaign and one bronze for the Aid for Japan initiative. The Menlyn Park Shopping Centre and The Riverside Mall teams followed suit by scooping Silver awards for the Enter our World and Riverside Royalty campaigns respectively, alongside the The Jubilee Mall marketing team scooping Bronze for the mall’s launch campaign.

For the KZN stage, Primedia Lifestyle was awarded five out of the top six entries, a Gold for its pedigree in marketing The Chatsworth Centre’s Sugars, the Bitter Truth, Silver for the Gateway Theatre of Shopping’s Ultimate December Destination, and Bronze awards for The Workshop’s FIFA 2010, Phoenix Plaza’s What’s Your Talent, and Umlazi Mega City’s Maskhandi Legend campaigns.

In the fairest Cape, the Unlimited subsidiary’s marketing team at Cavendish Shopping Centre won Gold for the J&B Met campaign as well as a Silver for its Flagship CSI campaigns. The joint centre WAGS campaign also earned a Silver for the Primedia Lifestyle teams at Cavendish Square, Gateway Theatre of Shopping, Menlyn Park, Riverside Mall, The Zone @ Rosebank and Vincent Park.

Primedia Lifestyle MD Doug Mayne comments, “The 2011 Footprint Awards have been an amazing experience for us, and taking home 15 of the 36 awards, is a huge honour. Across the board our teams have performed tremendously well in terms of delivering return on investment for our property owners and retailers. I commend each individual involved for their outstanding results.”

“To date our teams have secured a massive 135 Footprint Awards since 2003.These accolades are an indication of what consultancies can attain when the right talent executes marketing strategies, and when they are continually aligned to client’s business objectives.”

Culturelle know how important it is for women to have a strong immune system in order to maintain a healthy lifestyle.  For this reason, the probiotic product embarked on a month long campaign utilising TLC’s targeted lifestyle communication platforms in LSM A and B shopping malls nationwide.

The campaign aims to promote Culturelle’s Probiotic and Prebiotic catalyst supplements which boost the immune system to ensure that women function at an optimum level.

“By infiltrating the Unlimited subsidiary’s 40 premium malls and 30 LSM B malls throughout South Africa, yielding combined monthly consumer foot traffic of 49 million people each month, Culturelle is able to effectively communicate its product’s benefits, in a very private and personal manner,” says TLC’s Brett Tucker. “We have advertised thousands of pharmaceutical products over many years and in that time, have never disappointed in advertising returns.”

“The washroom environment for this category of advertising lends itself to reaching the right consumer at the right time,” he says. “What’s more is that after taking in the communication, consumers were able to literally walk to the nearest pharmacy or grocery chain to purchase the product.”

Nampak Tissue had no hesitation in again using TLC’s Mirror Decals during a two month campaign promoting its Lifestyle Secret range of female hygiene products across 200 Jet stores. Unlimited’s washroom advertising specialist is able to provide the ideal advertising medium for products wishing to target a specific audience.

The Lifestyle campaign focuses on women in the LSM 5-7 grouping shopping and is being displayed in Jet Stores. Through TLC’s Mirror Decal platforms in Jet change rooms, the advertising dominates the space and is not intrusive. The creative is designed to get the message across in a discrete manner and in an area where women spend dwell time while trying on new outfits.

Brett Tucker, Joint MD at TLC says, “Through this platform, Nampak Tissue is able to inform customers that the products are suitable for any style of fashion. The campaign also communicates that women should not only look great in their new attire but also feel extremely comfortable wearing Nampak’s range of Lifestyle products.”

Realising the benefit of advertising its SPF 50+ product

To entrench its educational ‘ABC’s of Melanoma’ campaign, the Unlimited subsidiary showcases the Vichy Captial Soleil campaign across its national network of Standard Washroom Advertising Frames in the fitness environments for one month, driving home the importance of maintaining a healthy skin this summer.

The Vichy creative delivers a guide to preventing malignant melanomas through promoting the use of the correct sun care products, as developed by Vichy. The campaign recommends Melanoma Advisory Board endorsed Captial Soleil 50+ SPF as consumer’s best sun protection choice.

Brett Tucker, Joint MD at TLC says, “Placing the product in an environment which is home to the body conscious enthusiast provides a perfectly relevant synergy. Because the communiqué is delivered when these individuals are in a body care mindset, and when no other advertising can intervene, we’re confident that the desired awareness will be generated. The timing of this campaign is also ideal as consumers are starting to shed their winter woollies in preparation for the summer sun.”

According to the South African Melanoma Advisory Board (SAMAB) skin cancer is the most common and one of the fastest growing forms of cancer where light coloured skin and outdoor lifestyles dominate. South Africa has one of the highest monitored ultra violet levels in the world and therefore one of the highest skin cancer rates.

Captial Soleil protects against sun-induced skin damage, appearance of brown spots and sun-induced premature skin ageing. The formulas reinforce the skin’s barrier function and helps reduce the appearance of shiny skin and surface regularities.

To ensure that the brand remains top of mind and consequently becomes the whisky of choice once players reach half way house, Glenlivet uses clear and simple creative to engage with the upper echelon golfers.

James Ferrans, Golf Unlimited’s Head of Sales says, “Golfers on four and five star courses fall into the upper most LSM categories and as a result, enjoy the finer whiskeys on the market. Realising the benefit of advertising on the golf cart GPS units, Glenlivet signed up with Golf Unlimited so that it could communicate with its target market during their leisure time on the 18^th hole, prior to arrival at the point of purchase.”

Installed at eye-level on the golf carts, the GPS units display information such as the distance to the green and any obstacles golfers may have in their path. Underneath the pertinent information, Golf Unlimited offers exclusive and uninterrupted advertising exposure, equating to 14 minutes of shrink back branding per hole, from the tee to the green.

X/procure^®’s Announcement Screen offers pharmaceutical manufacturers and distributors direct access to pharmacists, allowing them to communicate targeted advertising messages on scheduled, front shop, surgical and OTC products.

JD Henderson, Managing Director of X/procure^® says, “Through this product awareness campaign, MSD ensures those ordering products relevant to HIV-1 infected patients are fully aware of the newly launched product. Pharmacists need to be kept abreast of the latest medicines available on the market place, which is why they subscribe to X/procure^®. The system enables them to make an informed decision when purchasing stock for their Pharmacies and advising patients through the educational messages that appear on the ordering system.”

MSD is recognised as one of the top five research and development (R&D) based companies in South Africa. The company discovers, develops and markets a broad range of medicines in over 20 therapeutic areas designed to save lives and enhance patients’ quality of life.

Entries from leading shopping centre marketing consultancy Primedia Lifestyle dominated the 2011 SACSC (South African Council of Shopping Centres) KwaZulu Natal Footprint Awards held at the North Coast’s Sibaya Casino recently. The Awards celebrate creative distinction across the various marketing disciplines, with a specific focus on accountable mall strategies which equate to performance-driven marketing.

Primedia Lifestyle was awarded one gold, one silver and three bronze awards for its pedigree in marketing for the Chatsworth Shopping Centre, Gateway Theatre of Shopping, The Workshop, Phoenix Plaza, and Umlazi Mega City respectively.

The marketing team behind the Chatsworth Centre received gold for its anti-drug campaign titled Sugars: The Bitter Truth, where through a partnership with the Chatsworth Anti Drug Forum, the team developed a comic book to communicate with the community’s youth, highlighting the serious effects of drug abuse within the neighbourhood.

For the silver award scooped by Primedia Lifestyle’s Gateway marketing team, the Ultimate December Destination campaign delivered an integrated strategy combining design, leasing, eventing and project management, all strategically aligned to pivot Gateway as the ultimate summer destination.

To ensure that the centre maintained its position as December’s one-stop holiday-maker destination, initiatives such as the Jungle Beats Kids Christmas Village, a Christmas Market, Cartoon Network Summer and a New Years Eve Party were brought to shoppers in spectacular fashion.

The SACSC awarded The Workshop bronze for its seven-month campaign promoting all things soccer during the FIFA 2010 Soccer World Cup, capitalising its  positioning as the closest shopping centre to the Moses Mabhida soccer stadium.

Phoenix Plaza’s bronze What’s Your Talent campaign presented a community empowerment initiative giving the locals a once in a lifetime opportunity to showcase their skills via music, dance or sketch. The campaign uplifted shoppers, downplaying the community’s drugs, alcohol abuse and gangsterism concerns.

For the Umlazi Mega City bronze award, the Primedia Lifestyle team devised a multi-activity campaign geared to celebrate the heritage of the Umlazi community and to create an atmosphere that would dazzle senses, touch hearts and stimulate shopper’s minds. The Maskhandi Legend Experience Show presented Umlazi Mega City with the unique opportunity to reinforce its positioning as The Pride of Umlazi. By hosting inspirational local celebrities and exhibiting special performances by the Maskhandi Artists and a host of local musicians, the event resonated with a target market steeped in generations of culture and tradition.

Primedia Lifestyle MD Doug Mayne comments, “We’re thrilled to be crowned with these honours in shopping centre marketing in the KZN region and are extremely proud of the teams involved. Five out of a total of six awards is a phenomenal achievement. We look forward to the Gauteng and Cape Town Footprint awards, being held on the 6^th and 8^th September respectively, and wish our respective teams all the best for these awards.”

“To date we have secured a massive 125 Footprint Awards. We’re delighted that our team’s marketing expertise have again been honoured, and are pleased to be adding even more Footprint trophies to our mantle piece.”

The Footprint Awards are based on overall effectiveness of South African mall marketing strategies, evaluated against criteria including overall concept, execution and the degree of success achieved which is evidenced by an increase in foot count, centre turnover and publicity received.

Unlimited’s targeted lifestyle communication division, TLC, has again shown its media innovation pedigree, bringing tyre brand Michelin into Planet Fitness gyms across the country.

Brett Tucker, TLC’s Joint MD explains, “One never sees the advertising of car tyres in a gym, so this latest media strategy successfully embraces the element of surprise through media channels that reach very specific target audiences. TLC proves that by using cleverly tailored creative and strategically placed platforms such as our brand new Indoor Billboards and Floor Decals, it’s not necessarily about the relevance of the environment and the brand, but the relevance between the brand and target audience reached.”

Creating two brand touch points in one environment and delivering the messaging “Get tyred less often” and “Limit spinning to the gym”, Michelin targets upmarket gym goers who are economically active and can afford to purchase and maintain their own vehicle.

“Catching people off guard in an environment that would not traditionally be used, breaks through the traditional advertising clutter. This is the first time a tyre brand has been marketed in the gym environment, thanks to TLC’s targeted approach to advertising,” adds Brett.

It was a no-brainer for the Medical Nutritional Institute (MNI) when deciding where it wanted to promote its latest brain booster and anti-stress remedy, NeuroVance. The first port of call was TLC’s targeted lifestyle communication platforms, powered by Unlimited, across LSM A malls and cinemas countrywide.

Mariaan du Plessis from MNI explains, “I am very happy with the TLC medium as each time we flight communication with them, we see a spike in sales of up to 20%. These campaigns are run in isolation on the TLC holding, without any above-the-line advertising support. This makes it is easy for us to attribute sales increases to TLC’s platform.”

Brett Tucker, joint MD at TLC adds, “We know the medium works and these results confirm our confidence in the efficacy of the space. By combining advertising with a call-to-action mechanism, in an environment with an innately high dwell time, the platform has proven to elicit a positive, engaging response from consumers. What’s exciting for us is that we have again quantified results that advertised products experience an increase in sales each time they’re promoted through TLC.”

Over the past two years MNI has run ten successful campaigns utilising this particular platform, with each campaign lasting two months.

The MNI was founded in 2002 by a doctor and a pharmacist who shared a similar objective, namely to bridge the gap between conventional and natural medication.

The two-month advertising campaign is promoting Kleenex Antiviral Tissues which are the only tissue to kill 99.9% of germs. XP Digital™‘s JD Henderson explains that the 30” Kleenex Antiviral Tissues ads will flight via its network of advertising screens in the Clicks and Dis-Chem stores, , creating exposure at the point-of-purchase. “As it is a seasonal product and fighting colds and flu is top of mind, the campaign is geared to increase awareness over the cold season and while consumers are in pharmacies, considering vitamins and medicines.”

According to XP Digital™ the media portfolio aims to enhance consumers’ experience by making them less aware of time spent in queues by offering HD programming, advertising, educational and entertaining information to view, while they queue.

“As the LCD screens are installed within the confines of the dispensary, for the first time, not only is an exclusive platform available for the promotion of consumer products, but it is also able to carry advertising for schedule two medicines directly to consumers,” concludes Henderson.

TLC – Unlimited’s Targeted Lifestyle Communication division has been commissioned by premium fragrance brand Versace, to roll out its latest advertising campaign, promoting the release of new Eau de Parfum, Vanitas.

Targeting women only, during their leisure time, Versace will be utilising TLC’s A3 Advertising Frames in the change rooms of premier Edgars stores across South Africa. TLC offers Versace brand domination for the new Eau de Parfum, close to the point of purchase.

Malls housing the flagship Edgars stores include Sandton City, Cresta, Melrose Arch, Eastgate, Clearwater Mall, Fourways Mall, Menlyn, Woodlands Boulevard, The Gateway Theatre of Shopping, Westville, Canal Walk, V&A Waterfront and Tygervalley.

TLC’s joint MD Brett Tucker says, “This platform is able to communicate an advertising message directly to women while they are making retail purchase decisions, and offers premier brands like Versace the opportunity to advertise within a leading fashion group like Edgars.”

Vanitas can be described as a union of pure elements combining the fragrances of lime, freesia, cedar wood and tonka bean. Versace’s face of Vanitas is 16 year old model Lindsey Wixson from Wichita, Kansas.

Unlimited subsidiary X/procure^® has been contracted by Galderma for a six week advertising campaign to launch its new Cetaphil^® Restoraderm™ Skin Restoring Body Wash and Body Moisturiser.

Utilising X/procure^®’s electronic procurement portal and media platforms – HTML Messaging, Announcement Screens and Screensavers, the new Cetaphil range is able to gain instant exposure and educate pharmacists as to the benefits and alternatives to prescribed medication for atopic dermatitis and eczema.

X/procure^®’s Managing Director, JD Henderson says, “75% of the time, the pharmacist is the final decision maker on the procurement of medication for the pharmacy. It is key for pharmaceutical manufacturers to have presence at the point of ordering to inform the pharmacist of substitute generics or similar products. Our media platform is the only one of its kind that is able to engage the pharmacist as he is considering which products to order.”

According to X/procure^® the Cetaphil HTML Messaging, Announcement Screens and Screensavers provide a constant reminder to pharmacists, as well as to frontshop  assistants walking past dormant computer screens.

Both Cetaphil^® Restoraderm™ Skin Restoring Body Wash and Body Moisturiser contain patented ceramide and flaggrin technology which helps replenish the skin’s natural lipids and restore moisture to help rebuild the damaged skin barrier.

Aiming to communicate with media buyers, planners, strategists and agencies throughout the media industry, YFM has selected the one place it knows everybody has to spend some time – the washroom. The station has contracted targeted lifestyle advertising specialist TLC to do the job for the next year.

According to TLC’s Joint MD Brett Tucker, YFM wants to remind agencies about key benefits of its platform, specifically to those most likely to purchase advertising space. “This is the third year that YFM has signed up for 12 months, indicating that the TLC platform is effective in delivering awareness to a targeted audience, during a time when no other means of advertising competes for share of mind,” says Brett.

YFM selected the Unlimited subsidiary’s standard A4 Advertising Frames to get its message in 25 agencies across the country.

“These are the individuals who decide where and when to purchase advertising space.  YFM aims to remain top-of-mind throughout the year,” says Tucker. “YFM’s core target audience are likely to see the advert twice a day in relaxed environment, opposed to media reps harassing them all day long.  The creative is not only effective in portraying the station’s arty, and sophisticated look, but serves as daily reminder.”

With the latest addition of Curves to boost its presence in the lifestyle environment, TLC now offers media agencies and advertisers additional communication outlets and channels to its already impressive holding in cinema, campus, airport, shopping malls, Netcare, Medicross, Planet Fitness and Jet and Ackermans environments.

As more and more South African’s are becoming health conscious, Curves is committed to helping women around the world become healthy through diet and exercise, which is demonstrated through its national footprint of 105 gyms across South Africa.

TLC’s joint MD Steven Stuart says, “We’re delighted to be the Curves media partner of choice. The environments provide a synergy for companies and align with TLC’s strategy of delivering select and targeted communication to specific consumers. We believe that this will be a successful and mutually beneficial partnership.”

TLC, Unlimited’s targeted lifestyle communication specialist, has conceptualised a brilliant innovation that will see consumers soon being able to purchase a Bic lighter from cigarette vending machines inside its Nightlife venues across the country.

“One of the cigarette dispensing sleeves in the vending machines will hold the competitively priced Bic lighters, packaged in a box similar to a cigarette box. This new innovation fills a popular need by consumers and delivers a continuous supply of lighters for when they’re out and about in need of a light, or to accompany a new box of cigarettes,” explains TLC’s Brett Tucker.

“The concept goes live in 30 Nightlife venues this month, with the aim to eventually roll out the innovation to every venue in the country, to better meet the needs of consumers. We have extensive experience in the Nightlife space and saw this as the perfect opportunity to demonstrate our innovation in delivering practical solutions in an ambient environment,” adds Tucker.

Industry stalwart Paul Carsley has been promoted to Divisional Chief Operating Officer at Primedia Unlimited.

Paul is no stranger to the mall space, after being at the helm of Primedia Lifestyle as its Managing Director since 2009. He is relishing his new challenge as Divisional COO at Primedia Unlimited. Paul will be working across many different businesses including Primall Media, Mall Active, Mallworx, Primedia Lifestyle , Source, Media Express and Red Pixel.

Paul comments, “I am really looking forward to working with the team here as we embark on maximising opportunities for advertisers in the mall space and grow the company’s operations simultaneously.”

Unlimited’s Molefi Moloantoa, Divisional CEO at Unlimited adds “Paul brings to this position over 27 years of experience, and a wealth of knowledge ranging from extensive financial and analytical acumen and operational abilities to advertising and marketing experience. Having someone of Paul’s calibre will definitely take the Division forward and it’s invaluable to the group. Paul has played an instrumental role in the reengineering and repositioning of Primedia Lifestyle to be the leading Mall Marketing Company is South Africa. We’re excited about the leadership he will undoubtedly instil.”

Prior to joining Unlimited, Paul spent over a decade at the Leo Burnett Group as the Group Financial Director and later Chief Operating Officer.

Leading shopping centre marketing consultancy Primedia Lifestyle has appointed Linda Windell, finalist of South Africa’s 2009 PA of the year, as its new Marketing Manager.

Having been the right hand assistant of media industry guru and CEO of Unlimited, Ken Varejes, for the last four years, Linda moves over to the Primedia Lifestyle team where her overall responsibility will be to market the brand and its business units Source, Red Pixel and Media Xpress.

Doug Mayne, Primedia Lifestyle’s MD comments, “We’re delighted to have Linda on board and have every confidence that she’ll add huge value to the team and to our brand. Her intimate knowledge of the Unlimited group is invaluable in assisting us in elevating Primedia Lifestyle to new heights.”

Mark Powell has been appointed Creative Director and Head of Red Pixel, a specialised creative agency and subsidiary of leading shopping centre marketing consultancy Primedia Lifestyle.

Having recently relocated to Johannesburg to take up the position, Mark is responsible for the creative capital behind Primedia Lifestyle’s 40+ shopping centre brands. Mark explains, “Red Pixel is focused on providing advertising and creative expertise to shopping centres and independent clients. Aligning with Red Pixel presents Primedia Lifestyle clients a full creative service spanning design, copy writing, illustration, photography, production, radio, video and TV ad creation, among other traditional creative agency services.”

According to Doug Mayne, Primedia Lifestyle’s MD, Red Pixel is committed to results driven advertising through innovative award winning campaigns and excellent service. “The Red Pixel service is based on leading creative skill and a real understanding of the issues that affect our portfolio of retail clients.”

“Having a Creative Director of Mark’s calibre at the helm of Red Pixel enables us to compliment our marketing solutions with world class creative. This enables us to ensure that each visual and audio touch point is of the highest quality, always linking back to the strategic blue print of each campaign. We’re delighted to have Mark joining us and have no doubt that the shared level of passion for the industry will solidify our leadership position in the market.”

Mark qualified as a Graphic Designer at the Durban Institute of Technology, followed by his tenure at The Flagship Group – the advertising agency custodian to the Tsogo Sun Properties brands including Montecasino and Sun Coast Casino as well as other accounts such as The Pavilion and John Dory’s.

Mark later established his own agency named Hoi Polloi Concept and Design where he secured work with Mr Price Home, Island Tribe and the University of KZN to name a few.

Mark then accepted a position with Primedia Lifestyle where he was responsible for the The Gateway Theatre of Shopping brand and overall creative for the mall. Over time this led to the launch of PrimeStudio KZN where Mark took up the position as the KZN Studio Manager, responsible for providing creative solutions for 20 shopping centres in Primedia Lifestyle’s KZN portfolio.

Sean Reed has been appointed as Chief Executive Officer at Unlimited’s newest subsidiary, Fashion Media.

Fashion Media is poised to evolve Edgars, Red Square and Temptation’s store window display areas into 3D industrial brand theatres, offering brands prominent advertising space on in-store escalators, hanging banners, lifts and beepa sleeves. Fashion Media will also manage the group’s advertising platforms within the Edgars fitting rooms.

Sean says, “I am really excited about bringing Fashion Media to the retail and advertising market as the next chapter in my career at Unlimited unfolds. I am also relishing the growth prospects we are forging as the Group offers advertisers even more great avenues to marketing brands within the shopping mall environment.”

Prior to taking up the reigns of this new subsidiary Sean was Chief Operating Officer at Primall Media for four years and before that, Managing Director at Primedia Face 2 Face for eight years.

Ken Varejes, CEO of Unlimited, says, “Sean has a wealth of experience at Unlimited having joined the company in 1994. He is the best person to build and grow our new subsidiary, ensuring it not only compliments our sister retail advertising and activation specialists Primall Media and Mall Active, but also allows advertisers to expose brands to consumers in the closest possible way within the store.”

To communicate the celebration of 100 years for the Nivea brand, Beiersdorf elected to dominate mall space close to the point of purchase through retail advertising platforms owned by Primall Media.

Lee Curtis says, “Advertising across Primall Media offerings allows Nivea brand domination close to the point of purchase, enabling top of mind awareness to the targeted consumer. The beauty of advertising at the last retail mile is the ability of the communiqué to directly influence the purchase decision.”

Timed to coincide with the coldest winter months, the two-month campaign utilised multiple inventory types, comprising Branded Escalators, Hanging Banners and Lift Banners. Upper end malls Canal Walk, Sandton City and Gateway were selected to create awareness around the Nivea brand centurion, amongst mid and upper LSM women.

Nivea Creme was first introduced to the world in December of 1911, the goal was single minded – better skincare for everyone. 100 years later, that goal hasn’t changed. The product range, however, has dramatically expanded to give each person more options in the way that they care for their skin.

Busi Mahlaba has been appointed as the National Marketing Executive for leading shopping centre marketing consultancy Primedia Lifestyle. Former editor of True Love Magazine and Market Development Manager at Media24 Women’s Magazines, Busi takes up her new role at the Unlimited subsidiary where she’ll be at the helm of marketing Primedia Lifestyle’s Old Mutual Property Portfolio.

Having honed her career at Media24 Women’s Magazines division as the Market Development Manager, Busi was responsible for identifying marketing initiatives and pursuing new business opportunities. As the former editor of True Love Magazine, she consolidated the publication’s brand identity in a competitive market, making it one of the top English-speaking women’s magazines in SA at the time.

Busi also has under her belt four years as a presenter on MNet Africa, as well as having been a talk show host on SABC 2.

Since graduating from Rhodes University and travelling extensively whilst with SAA, Busi has gained invaluable experience in consumer research, marketing and advertising strategy, working for AC Nielsen South Africa as a Director on leading FMCG brands Cadbury, Adcock Ingram and GSK, and at JWT where she worked on the Unilever brand, Nestlé and RBK.

Busi sits on the Film and Publications Board and was a strategic consultant for The UCT Unilever Institute of Strategic Marketing. In her role at the Institute, Busi travelled around the country presenting to over 2000 delegates in the marketing, financial and media fields on various projects.  Busi currently sits on the Exco at Primedia Lifestyle.

Doug Mayne, Primedia Lifestyle’s MD comments, “We’re honoured to have Busi’s intellectual capital and prowess behind the national marketing portfolio and believe that she will be a hugely positive influence in maintaining our leadership position in the marketplace. Her retail and brand building experience are invaluable to us and we look forward to her strategic marketing contributions.”

Evolving its stable to house an additional media platform within the retail space, Unlimited’s latest subsidiary, Fashion Media, has successfully been launched and has secured the national in-store advertising rights for Edgars department stores nationwide.

Fashion Media is evolving Edgars Department Store window display areas into 3D industrial brand theatres and offers brands prominent advertising space on in-store escalators, hanging banners, lifts, gondola ends and bleepa sleeves. Fashion Media will also manage the group’s in-store promotional space and all advertising platforms within the Edgars fitting rooms.

Fashion Media CEO Sean Reed explains, “The Fashion Media business has been added to the Unlimited stable to compliment retail advertising and activation specialists Primall Media, TLC and Mall Active, to ensure that the group offers advertisers a 360° in-store and in-mall media solution.”

According to Ken Varejes, CEO of Unlimited, its bouquet of retail media platforms are the only combination available to the market which ensures a seamless, integrated canvas for brands to have the closest possible exposure to consumers, within the retail mile.

Belinda Godfrey Marketing Executive of Edgars comments, “We look forward to having a media owner such as Unlimited managing our in-store advertising for Edgars and Red Square stores. The first in-store advertising campaigns shall go live in the next few months and we look forward to the value that the new platforms will add to the shopper experience.”

Through a combination of key advertising touch points, Wyeth is able to educate parents on the risk of Pneumococcal disease in children. Prevenar strengthens children’s immune systems against bacteria causing invasive diseases such as Pneumonia, blood poisoning and Meningitis.

Prevenar has secured targeted advertising space for the campaign across the Unlimited subsidiary’s platforms in LSM A and B malls, consumer, maternity and doctor’s rooms at Netcare hospitals as well as fitting rooms at clothing stores Jet and Ackermans.

Brett Tucker, TLC’s joint Managing Director says, “The Prevenar campaign is perfectly positioned to educate consumers during a time when they have an opportunity to absorb the full message around the harsh risks of Pneumococcal disease in children.”

“Given that Prevenar is Government subsidised and free to the public, TLC’s unobtrusive national platforms deliver the advertising message en masse. Because our media are home to environments yielding high monthly footfalls, the campaign is sure to achieve maximum awareness around Prevenar’s benefits and ease of availability.”

X/procure^®’s Intervention Advert is a highly popular advertising medium on the electronic pharmaceutical procurement portal, which allows manufacturers to intervene with their product advertising at the point when the pharmacist is ordering a competing product with the same active ingredient.

Managing Director JD Henderson, says, “When the Intervention Ad pops up on screen, the pharmacist still has the choice as to what he or she wants to order, but at the same time, is also made aware of alternative products that are available. By simply clicking on the advertiser’s recommended product, dispensing pharmacists can ensure that they are ordering the most competitive deal for their outlet.”

“Our Intervention Adverts in this case, is ideal, as it educates the Pharmacist(s) that a new generic product has been launched in this category, which assists Pharmacists in enforcing legislation where a suitable generic should be recommended to patients.

Dr Reddy’s, the global, accredited, and discovery-led pharmaceutical company has an international manufacturing facility which supplies several products to South Africa.

Adding to its already impressive holding of defined advertising platforms in cinema, campus, airport, shopping mall, Netcare, Medicross, Planet Fitness and Jet and Ackermans environments, the new partnership sees TLC establishing an advertising platform reaching approximately 180, 000 consumers each month.

As from the 1^st July 2011, the News Café network will boast TLC’s nightlife holding under the Style Bar portfolio, giving advertisers access to Mirror Media, Door Wraps, Full Cabin Wraps, A4 washroom frames and Mirror Decals.

TLC’s joint MD Steven Stuart says, “The holding will be sold as a separate package to high profile and inspirational brands intending to target go-getters who frequent News Café outlets. It is an ideal environment for brands to create top of mind awareness through dominating spaces and using creative and innovative messaging.”

News Café is synonymous with funky self-starters within the younger upper LSMs, whether it’s a quick business related or lunchtime meal or an evening of revelry and partying.

The new partnership guarantees exclusivity to e.tv’s programming campaigns across A3 ad frames positioned in the change rooms of 200 Ackerman stores countrywide.

TLC believes that advertising to consumers via its platforms inside Ackerman’s change rooms, ensures a brand touch point with consumers during an interval when they have enough time to fully absorb the advertising message.

TLC’s Brett Tucker explains, “e.tv creates new content monthly and with our platform is able to easily update creative to educate viewers about what’s hot and happening on the station.”

“The advertised shows have a female bias, thus advertising in the change rooms enables e.tv to reach in excess of three million of its intended consumers per month,” he adds.

The advantages of advertising in shopping centres includes the variety of platforms on which to showcase a brand, while still being top of mind amongst consumers who are within close proximity to the point of purchase. To take maximum advantage of reaching these shoppers who have the propensity to spend,

The Unlimited retail advertising division has announced the arrival of the new NEUTROGENA®  range across the country, by engaging its rights to brand Escalators, Hanging Banners and Indoor Billboards in the Pavilion, The Menlyn Shopping Centre, The Gateway Theatre of Shopping, Sandton City and the V&A Waterfront until the end of November.

The fresh NEUTROGENA® Visibly Clear® ™ Pink Grapefruit creative takes centre stage at strategic zones within each centre to catch the attention of upper income earning female shoppers, aged 18 – 25, who frequent the selected centres.

Partnering with media agency Carat and creative forces 34 Woman and JWT, the campaign is designed to illustrate the new range’s unique benefits, the appealing pink packaging and fresh fragrance, all to appeal to the female market, and entice them to trial the product.

Lee Curtis, Primall Media’s Executive Head of Sales and Marketing comments, “With the new Neutrogena® range retailing at numerous outlets within the centres, our platforms offer the brand the key benefit of owing the retail mile. Women in malls are pre-disposed to purchase, with many of them being open to communication around new products. Our platforms ensure that brands are top of mind at the crucial point before shoppers head in store to compare and buy products.” 

Johnson & Johnson’s NEUTROGENA® Visibly Clear® ™ Pink Grapefruit range offers effective dermatologist developed products, containing naturally derived grapefruit extract and vitamin C. These powerful cleansers treat and help prevent breakouts and blackheads, eliminating oil and dirt without over-drying skin. It looks great, smells great with great results.

TLC’s platforms have the ability to be gender specific, allowing TRESemmé to only target upper LSM women in airports, alerting them to the fact that the new TRESemmé dry shampoo has been launched in South Africa.

“The payoff line, ‘wash your hair anywhere’, for the two-month campaign instantly draws the attention of travelling women, whilst they are trying to freshen up inside airport ladies washrooms,” explains TLC’s Brett Tucker.

“With our platforms in the airports, we expose TRESemmé to women at a time when they are open to absorbing the advertising, whilst already thinking about their appearance and wondering how they could improve it,” he adds.

The new formulation TRESemmé Instant Refresh with Mineral Clay soaks up excess oil and impurities to leave hair looking refreshed. It contains Citrus Extracts to enhance that clean feeling and volumises oily, limp hair in between shampoos.

Unlimited and Marketing Mix are preparing to host the insightful Shopper Solutions Conference in Johannesburg on the 23^rd of August and in Cape Town on the 26^th August, delving into the shopper psyche and looking at how brands, retailers and marketers can coordinate marketing strategies to create sustainable brand identities to differentiate themselves from other malls. 

Hosting thought leaders in the industry, the Shopper Solutions Conference also covers hot topics such mall loyalty marketing, rural mall marketing, digital in retail and relating to local shopper needs.

Doug Mayne, MD of Primedia Lifestyle says “Marketers need to identify and deliver the mix of shopper solutions which will attract and retain the shopper. It is crucial to integrate major brands and retailers into the overall marketing plan. The challenge is to communicate the positioning, the attractions and the services whilst breaking through the marketing clutter. This naturally leads to a focus on innovative “best practice” marketing solutions, and an integrated approach making us of all relevant and available communication channels.”

The conference also presents a panel debate around creating the conditions for brand, retailer, and integrated marketing strategies, with top industry representatives Mike Rodel, (Rebosis COO), Daren Katz (founding director of Primall Media), Nici Stathacopoulos, (The Tipping Point Cape Town), Amanda Cromhout (Truth MD and ex CRM Director, Woolworths Cape Town).

Ian Calvert, CEO of Instant Grass delves into townships and rural areas as well as community malls followed by Chantelle Kid of the V&A Waterfront who shares insights into malls as a brand and a destination.

With the highways in Gauteng getting busier by the day and, in the near future, more expensive to travel on, the Gautrain offers a viable alternative to commuters. Mall Active customised a comprehensive activation campaign to reach the critical mass of vehicle owners who regularly travel on Gauteng’s roads.

To emphasise the convenience the service offers, the activation platform was designed to mimic the look and feel of the actual train and included interactive touch screens to enable the public to browse features, alongside a ticket vending machine where consumers could purchase Gautrain tickets without having to queue at the stations. Gautrain brand ambassadors were employed to hand out educational leaflets and answer any questions arising from an audio visual presentation.

To ensure a cost effective campaign, the activation moved weekly from mall to mall, including Maponya, Menlyn Park, Sandton City, Greenstone, Hatfield Plaza, Centurion, Fourways and the Zone@Rosebank.

Mall Active’s Travis Brown explains, “The biggest advantage of mall activations for the Gautrain is in close proximity of the malls to the various stations. Malls are a gathering point for consumers, especially those that are financially active and could make use of the Gautrain service.  We’re bringing the Gautrain to life for the consumer and demonstrating its ease and convenience in a uniquely tactile way.”

The X/procure^® procurement system began as a vision, that was later developed and taken to market by two individuals, of which one is Andre Steyn. Andre remains involved in the business in his capacity as Software Director.  In its infancy one decade ago, the X/procure^® procurement system was rolled out and maintained by a staff of six. Today, the company employs 31 full time staff.

“Comparing the business from where we started to where we are now is like comparing the Stone Age with the Space Age,” says managing director JD Henderson.  “We began our journey with six people, no servers, down-time of nearly 30%, 17 hour working shifts and a world ruled by MS DOS. I’m pleased to say that this has been replaced by an age of rapid innovation, performance and achievements.”

The company has grown to be South Africa’s market leading procurement system boasting more than 63% market share with its systems installed in 1 of every 1.7 pharmacies that utilise electronic procurement software. Along with its permanent staff, X/procure^® has a very sophisticated server network, 99.9% up-time 24 hours a day, 365 days a year and a user interface that is unmatched in the industry.

“We had to innovate right from the beginning,” says JD. ”The way in which the industry saw and used their systems had to change.  Being the first to launch and work on Windows software, X/procure^® brought life, creativity and a user friendly system into the market that was previously largely dominated by dark and unattractive displays.  But it’s not just about the look and feel of the system.  Part of our success is the impeccable service and flexibility given to clients,” he says.

Over the past 12 months, the team’s technicians have covered more than 537 000 kilometres servicing its broad client base. To put that into perspective, you can travel around the world from pole to pole 13.4 times, or go on holiday from Jo’burg to Cape Town and back 199 times a year.

“Even though most service calls can be fixed remotely from anywhere on the planet, we choose to go the extra mile by resolving queries face to face, we consider our clients not just another number, but valued partners,” he says.

X/procure^®‘s software was also the first to offer an advertising platform via a procurement system. Through its unique electronic procurement software, education and advertising content is delivered directly to the pharmacist.

“This highly contended space allows advertisers the unique opportunity to present and promote products at the time that pharmaceutical purchasing and ordering decisions are made,” says JD. “The X/procure^® software enables more than 63% of SA pharmacies, who utilise electronic ordering software, to purchase scheduled, front-shop, surgical and OTC pharmaceuticals directly from suppliers.  

Innovation is one element that continues to this day, with previously launched platforms including the X/procure^® portal ordering, X/procure^{® ‘}s telesales ordering system, the launch of the X/points™ loyalty programme in 2007, the MINT mobile ordering system as well as the launch of XP Digital^™ in late 2010 – offering marketers and pharmaceutical manufacturers a unique advertising platform to clients in 102 strategically selected Clicks and all Dis-Chem stores countrywide on 42” LCD screens.

One of the biggest achievements by X/procure^® was winning the Technology Top 100 award in 2008 followed by the company being selected as a qualifier for the TT100 awards in 2006/2007 and as a TT100 award finalist in 2005, the very first time X/procure^® entered for these awards.

To date more than R44 billion in pharmaceutical orders have been processed through the X/procure^® system, a phenomenal achievement in just 10 years – and there’s loads more in the pipeline – watch this space!

Many South African advertisers wish to reach the sought after and affluent LSM 14+ consumers, using unobtrusive but effective media.

Snapping up the opportunity to reach prosperous golfers frequenting the country’s four and five star golf courses, Chevrolet has signed up for a four-month GPS campaign with Golf Unlimited to introduce its new seven-seater Captiva.

Interacting with affluent golfers across the country, Chevrolet has secured advertising on a sector exclusive basis on the GPS units as they reach the seventh hole – tactically linking into the seven-seater Captiva, as well as at the 14th hole at each course.

James Ferrans, Head of Sales at Golf Unlimited says, “The creative is placed alongside course information such as distance to the green and any obstacles the golfer faces, whilst subtly highlighting the spaciousness of the new seven-seater Captiva.”

According to Golf Unlimited the GPS campaign will support the Chevrolet Captiva outdoor and television campaigns, ensuring that brand recognition is reinforced either while the golfers are driving to or from the golf course, while watching TV or enjoying a game at their favourite course.

“Because Chevrolet’s target market spans the 12 – 14 LSM group, Chevrolet literally hits a hole in one with a Golf Unlimited campaign. The target market is captive while on the course, with our platform being the only one to gain share of mind during this time,” adds James

Throughout the partnership Akacia will have its brands visible directly to procuring pharmacists via multiple X/procure^® advertising platforms including intervention, browser, banner and screen saver adverts.

X/procure®’s JD Henderson explains, “Our pharmaceutical advertising solution assists in fast-tracking brand visibility in-pharmacy like no other media platform can. Because the adverts and branding reach pharmacists directly, repeatedly and in real time, it allows advertisers the unique opportunity to present and intervene with their products at the crucial point where ordering decisions are made. We’re certain that the Akacia brands will benefit enormously from the positioning.”

Akacia HealthCare is a BEE empowered healthcare group focused on the supply of cost effective pharmaceutical, medical, complementary and consumer health products that are accessible to all South Africans. Its operating divisions include Akacia Pharmaceutical, Akacia Medical and Akacia Consumer Health.

Samsung Business, through Golf Unlimited’s golf cart GPS advertising, is perfectly placed to speak directly to the key decision makers and influencers who authorise the purchase of office equipment.

Golf Unlimited provides Samsung Business, a new division at Samsung, with an innovative advertising medium on four and five star golf courses where it can dominate the attention of decision makers from tee to green.

As revealed by recent research, a vast majority of golfers frequenting the country’s premier golf courses are top executives and decision makers earning top salaries, making the Golf Unlimited platform a key channel for advertisers to reach the LSM 14+ consumer.  This profile also represents the key decision makers as well as influencers of business, making the medium a very effective communication platform if this is your target audience. In addition the communication message is displayed in a very “clean” advertising space, with not a lot of opportunity for other brand communication.

James Ferrans, Head of Sales at Golf Unlimited says, “We’re thrilled to add Samsung Business to our client base, giving them direct access to key business decision makers during this four month advertising campaign.”

“Golf Unlimited provides a unique advertising medium as golf carts are mandatory in some of these courses and therefore the ideal platform to introducing the new range of Samsung business solutions to the desired target market across all 32 four and five star golf courses nationwide.”

Installed at eye-level on the golf carts, the GPS units display information such as the distance to the green and any obstacles golfers may have in their path. Underneath the pertinent information, Golf Unlimited offers exclusive and uninterrupted advertising exposure, equating to 14 minutes of shrink back branding per hole, from the tee to the green.

Samsung Business offers complete office solutions from top end photo copiers, AV equipment, printers and storage solutions.

TLC, Unlimited’s targeted lifestyle communication media owner is capturing the attention of male movie-goers inside its Campus, and Nightlife venues, as well as inside shopping malls, driving awareness of the latest blockbuster The Hangover 2.

The Hangover 2’s amusing creative captures the interest of the entertainment seeking, outgoing consumer to ensure that they are aware of the blockbuster being screened at Ster-Kinekor theatres.

In the follow-up to the record-breaking hit comedy, ‘The Hangover’, Bradley Cooper, Ed Helms, Zach Galifianakis and Justin Bartha travel to exotic Thailand for Stu’s wedding. However, things don’t always go as planned. What happens in Vegas may stay in Vegas, but what happens in Bangkok can’t even be imagined.

TLC’s Brett Tucker says that the targeted, low wastage one-month campaign alerts men to the flighting of new release, through its platforms in top-end shopping mall washrooms, nightlife venues and bustling campuses across South Africa.

“Nu- Metro strategically selected male washrooms only, to ensure hitting the relevant consumer while in relaxed entertainment and leisure environments,” says Tucker.

Paul Carsley (the previous MD) to Divisional COO of the retail cluster of businesses within Unlimited.

Molefi Moloantoa, Divisional CEO at Unlimited says, “Doug has proven to be an invaluable asset to the business and is the best person to ensure that Primedia Lifestyle delivers award winning shopping centre marketing strategies. With Doug’s calibre and drive at the helm of Primedia Lifestyle we are confident he will successfully lead the staff and grow the company to best benefit our clients.”

Doug (34) founded his marketing and advertising career at Ogilvy Durban where his leadership qualities ensured his progression from Account Executive to Group Account Director during his time there. Joining Primedia Lifestyle in 2007 as the KZN Regional Marketing Manager, Doug was promoted to National Marketing Executive and joined the Exco Committee in 2009 before his current appointment to Managing Director.

With a marketing portfolio of some of the country’s finest shopping malls and the retail components of the ACSA airports, Primedia Lifestyle is set to maintain its award winning path of creating sustainable strategic marketing solutions for its clients. Primedia Lifestyle’s pedigree in results driven marketing has secured it numerous accolades including one Gold and three Silver ICSC Maxi Awards, 120 SACSC Footprint Awards including four Grand Prix’s, as well as four  Silver Solal Awards and 22 Solal finalist nominations.

Signing up with brandyourcar.com for the first time, TomTom is using the unique mobile media platform to entrench its new product, TomTom HD, into the market.

Brandyourcar.com’s CEO, Pieter Groenewald, says that the marketing team from TomTom had a very specific target market and geographic segment in mind. “The client wanted to target highly trafficked highways and roads around Gauteng only, engaging men and women drivers in the LSM 7-10 quadrant. To ensure minimum wastage, we mined our driver database and enlisted car owners who fitted the bill by matching drivers to a specific age group, car type, car colour and specific travel habits in and around the Gauteng area.” 

“We for instance only selected high mileage and high commuting time participants, whom are employed full time, effectively ensuring maximum exposure over peak hour traffic, when the potential target market is on the road.”

“Typically people who take note of car branding are those who are in the market for that specific product at any given time,” says Groenewald “The objective is to appeal to this market as frequently as possible to maximise message retention – vehicle branding makes perfect sense, seeing that the TomTom units are synonymous with commuting these days.

According to brandyourcar.com, the beauty of the medium is the exquisite finer details it delivers to advertisers – matching target markets down to pretty much any criteria they give require, including which roads, suburbs, lifestyle spots, schools that the target market frequent.

TomTom’s current advertising campaign is promoting its Break Free campaign in conjunction with a promotion where consumers can get a cash discount when they replace their old GPS unit with the newer TomTom unit.

“The intensive two-month campaign is highly synergistic with brandyourcar.com – the item being advertised is relevant for drivers to be aware of whilst they’re in traffic,” says Groenewald. “The effectiveness of the campaign will also be measured by means of an SMS call to action linked to the brand message.”

All participants in the campaign were issued with a brand new 120 Live (Break Free) unit, in order for the drivers to become true brand ambassadors for TomTom.  The feedback so far from the “brand ambassadors” has been exceptional and the credibility of their testimony and promotion of the campaign in their inner circles and area of influence is key to the campaign. 

Charlotte Saayman from TomTom says, “We have never used this medium in South Africa before, but found it to be a great outdoor platform. We are trying to reduce traffic for all (part of the TomTom Traffic Manifesto) by making TomTom traffic devices more available to consumers. We decided to use Brandyourcar.com to spread the communication of our Break Free campaign and increase the awareness of this promotion. The key message was to educate consumers in traffic that TomTom has a solution to Break Free from traffic, the TomTom HD traffic solution.”

Media agency MEC handled the media booking while creative was managed in house by the client.

Where better to reach upper LSM women than in shopping malls? To promote and create awareness of the popular American talk show Mo’Nique, The MediaShop, the media agency of choice for SABC, has selected a national one-month lift door and interior billboard campaign in partnership with mall advertising specialist Primall Media.

Primall’s Media’s Lee Curtis explains that Primall Media is uniquely positioned to provide various platforms for brands on either a national or regional basis, dependent on target markets. “Working closely with media agencies to provide dominant exposure, Primall Media offers exceptional value to the advertiser in high footfall areas within malls,” he says.

SABC 2 selected Primall’s branded Lift Doors and Interior Billboards in top end malls such as Cavendish Square, Cresta, Eastgate, Fourways Mall, Kolonnade, La Lucia Mall, Maponya Mall, Menlyn Park, Mimosa Mall, Northgate, Pavilion, Sandton City and The Zone@Rosebank to highlight the broadcast of the Mo’Nique show.

“Primall’s media options directly influence purchase decisions in the shopping environment and we’re confident that the campaign will deliver the desired awareness amongst the thousands of shoppers who traverse these malls each month,” he says.

The Mo’Nique Show is on Saturdays at 21:00 bridges the gap between old school and today’s entertainment culture, through innovative and humorous segments. The show draws viewers to the mix of comedy, chat, entertainment, music and guests from across the spectrum of music, entertainment, sports and politics.

As part of its long term mall advertising contract with Unlimited subsidiary Primall Media, Clinique has refreshed its mall-facing campaign to promote its Even Better Makeup SPF15 to upper LSM women who shop in the Cavendish, Menlyn Park and Tygervalley malls.

By aligning with Primall Media year on year, Clinique dominates strategic zones within the country’s finest malls, with the brand regularly rotating it’s creative to ensure top of mind awareness for its latest products and specials. 

Primall’s Media’s Lee Curtis explains that Clinique’s sites of choice within the malls have consistently been those close to point of purchase, namely outside Stuttafords and Edgars stores, or in the high impact, high traffic areas within the retail hubs. 

Running for one month, the Even Better Makeup campaign dominates key areas in each centre, using Primall’s Branded Escalators, Interior Billboards, Lift Banners, Exterior Billboards and Hanging Banners.

“It has been wonderful working alongside Clinique over the years and an incredible experience to watch the brand grow on an annual basis. They continue to go from strength to strength and it’s clear from our longstanding relationship that in-mall advertising consistently elevates the brand,” says Lee.

In just four to six weeks Clinique’s oil-free Even Better Makeup SPF15 delivers improved clarity, a more even skin tone and visibly diminished age spots for all ethnicities.

TLC’s advertising network in ten airports and 40 LSM A malls across the country are educating upper income LSM consumers of the availability of Influvac, the flu vaccination which helps fight off infection over the tough winter months. 

The Unlimited indoor advertising specialist has been contracted by Abbott Healthcare to generate awareness of Influvac for three months, with quirky creatives stating “Stay in bed for the right reasons”, “Get a headache for the right reasons” and “Stay at home for the right reasons”.

TLC’s Brett Tucker explains that advertising in TLC’s airport network effectively targets the relevant LSM market of travellers who are most susceptible to flu due to prolonged travel. “Because travel and highly traversed public environments can expose consumers to various flu strains, our airport and mall holdings are the ideal platform to showcase the Influvac campaign to ensure that the Abbott solution remains top of mind over the winter period,” he says.

“LSM A malls are home to upper end women and mothers who are not only the household purchase decision makers, but are also concerned about their children and families getting sick this winter. We’re confident that the campaign will generate the desired awareness over the season,” he adds.

In the run up to the greatest horseracing and fashion event of the year, the Gateway Theatre of Shopping, in partnership with marketing consultancy Primedia Lifestyle, are again hosting the annual star-studded pre-Vodacom Durban July event and Fashion Challenge at the centre on 1 July.

To solidify Gateway’s positioning as the greatest entertainment and shopping complex in the Southern Hemisphere, Primedia Lifestyle has ensured that the annual pre-Durban July event is highly sought after and considered as ‘the’ entertainment event to kick off the annual equestrian festivities. The event presents the traditionally celebrity starved region unprecedented icon personality presence, and gives Durbanites the opportunity to mingle with the who’s who of high society.

This year the Primedia Lifestyle team confirmed its negotiation pedigree in ensuring that for the third consecutive year, 5FM and Vodacom were the event partners of choice as well as a star-studded line up of local performers and fashion designers. One of South Africa’s hottest fashion competitions, the Vodacom July Fashion Challenge also culminates at pre-race day event, where the competition winners strut their race day ensemble and compete to have their design featured at the Durban July.

To ensure another entertainment spectacular this year, Primedia Lifestyle has not only secured the Fresh Drive which will be broadcast live from the centre and the event, but has headed negotiations to ensure shoppers view first hand performances from Durban sensation The Arrows – the band scooping double SAAMA awards this year, Liquideep, the band voted by MTV as 2010’s Best, Most Downloaded Group and winner of MTV Africa Song Of The Year 2010, as well as Lonehill Estate, one of South Africa’s top live performing bands and 5FM charts topper.

Doug Mayne, Lifestyle’s Deputy MD says, “Being the strategic business partner to Gateway enables Primedia Lifestyle to manage the event with an encompassing 360° implementation from strategy, marketing, media, creative and database management. Last year’s event was attended by hundreds of people, we’re confident that this year’s event will be bigger and better than anything seen by South Africa.”

“The objective behind us bringing these events to market is to elevate them into brands – exactly as we’ve done so successfully with the Gateway pre-Durban July event.”

Hayley Jacobsen, Primedia Lifestyle’s Regional Marketing Manager for KZN and Mpumalanga comments, “Our ability to align strategic brand associations for events of this magnitude, is where I believe Primedia Lifestyle adds the most value to the shopping malls it markets. Our holistic approach provides Gateway with star-studded activities on the day as well as through-the-line exposure and a Facebook mechanic to ensure an all inclusive shopper experience.”

“We’re super excited for the activities to kick off, this year’s event is going to be phenomenal!”

For more information on the event, visit http://www.facebook.com/home.php?#!/event.php?eid=207879439256371 or for the 2010 party video go to http://www.wallstreet.co.za/primedialifestyle/home/index.asp

In a move to go above and beyond normal staff expectations and to ensure a loyal, dedicated and fully trained team of professionals, Servest Cleaning, in partnership with Mamba Media have created an animated training manual exclusively for its employees.

Designed to improve Servest training techniques, engage and educate its staff, the illustrated 24-page book ensures that all pertinent company information is communicated in a unique, informative manner, getting the message across in a fun and easy to digest format.

The booklet follows a comic storyline which takes Servest Cleaning characters Zanele, Bhule, Rajen, Dumisani, Tina and Jerome through protocol around general etiquette, basic consumer care procedures, providing a quality service, personal hygiene, task completion, accident prevention and health and safety.

Mamba Media’s Blake Esra explains, “The fully illustrated manual shows employees everything they need to know with regards to how to present themselves to clients, alongside guidelines of how to apply the information in their day to day work. We’re confident that it will be positively received and absorbed by the Servest Cleaning staff.”

With today’s fast-paced lifestyle, business executives are constantly on the go and need to be online 24-7. To deliver details of its Galaxy TAB product to the elite LSM 14+ consumer, Samsung has signed up with Golf Unlimited for a national two-month golf cart GPS ad campaign.

An Unlimited subsidiary, Golf Unlimited offers advertisers the unique opportunity to advertise on GPS units fitted to 1100 golf carts on 30 of South Africa’s four and five star golf courses. Through Golf Unlimited advertisers receive exclusive, uninterrupted exposure from tee to green, reaching top LSM players who spend an average of 4.5 hours per round on the course.

Golf Unlimited’s James Ferrans explains that the Samsung Galaxy TAB campaign cleverly creates awareness through a three-tier creative on the GPS screens, effectively engaging the consumer during their leisure time. “The key differentiator for Golf Unlimited is that not only are we reaching the crème de la crème or as we term them, “LSM 15”, but recent research has also proven that these consumers are absorbing the advertising message, with a spontaneous awareness delivery of between 22 – 56%.”

Not only are the Golf Unlimited GPS units installed at eye-level on the golf carts, the ads are displayed alongside course information such as the distance to the green and any obstacles golfers may have in their path, ensuring that the ads are constantly seen throughout the game.

The Samsung Galaxy TAB offers instant touch screen access to integrated email, full HD video, Internet, GPS, a camera and a plethora of other technological conveniences.

Global consumer goods company Reckitts Benckiser has renewed its targeted pharmaceutical advertising alliance with X/procure^® until November 2011. The latest deal capitalises on X/procure^®‘s sought after electronic procurement and advertising platform to promote a host of OTC products directly to pharmacists.

Reckitt Benckiser brands including Strepsils, Nurofen Cold & Flu, Nurofen Kids, Disprin, Transact, Gaviscon, Gaviscon Plus and E45 will be showcased across multiple X/procure^® platforms including Intervention Advertising, Banner Ads, Browser Screens and Announcement Screens for the campaign duration.

To simultaneously buttress its exposure of these brands to consumers, Reckitts has also signed up six months to advertise with XP Digital, a holding of 42” full HD LCD advertising screens installed in the dispensaries of 102 Clicks and Dis-Chem outlets countrywide.

JD Henderson, X/procure®’s MD comments, “The Reckitts renewal is testament to the value that our ad space is delivering across multiple OTC categories. We’re delighted to have the team on board for the year and anticipate positive results once again.”

Golf Unlimited’s Head of Sales, James Ferrans comments, “Predominantly targeting men at elite golf clubs in our portfolio, SuperSport HD highlights that it will screen both the US PGA Tour and the European PGA Tour. The opportunity to engage is ideal as the target audience will already be involved in the game of golf and be made aware that they can catch these two all-star tournaments on the SuperSport HD channel.”

SuperSport HD’s campaign will draw the attention of golfers across Golf Unlimited’s entire footprint of 32 courses across South Africa, including Arabella, Fancourt, Blair Atholl, Pecanwood and Steenberg, to name a few.

“MindShare certainly knew what it was doing when it booked our synergistic platform for this particular campaign. It is the ideal medium to create awareness of the upcoming broadcasts to this precise target market,” says James.

Based on the success of its previous three cartoon format staff information booklets produced by Mamba Media, the Servest Group has again contracted the Unlimited subsidiary. Servest has tasked the media owner to produce its fourth booklet, communicating its rebranding and name changes to ground staff.

Mamba Media’s Blake Esra comments that the Servest Group has renamed its various divisions to Servest Cleaning, Servest Hygiene, Servest Office Plants, Servest Landscaping, Servest Turf and Servest Security.

To effectively communicate the name changes as well as the reasons for rebranding to its internal stakeholders, Mamba Media created the animated booklets to communicate the intricacies of the rebranding strategy, in a simple, light hearted format.

“Servest wanted to ensure that employees were aware that it was purely a name change and that the divisions would continue to operate in the same way to deliver the quality service its clients expect,” says Esra.

Whilst the previous books focused on the company’s values and explanation of the name changes, the latest issue provides a quick recap on the values and then goes on to communicate that employees need to be proud and go the extra mile to make its clients happy.

“The 12-page book will be given directly to the target staff to ensure that each employee is informed of the changes. The unique format presents the strategies and concepts in a digestible manner that doesn’t appear as intimidating as this sort of corporate communication tends to be. We’re delighted to continue the partnership with Servest,” adds Esra.

Vodacom has renewed its advertising venture with TLC, Unlimited’s targeted Indoor advertising specialist, to speak directly to its consumers inside 300 Jet and Jet Mart stores across the country, specifically promoting its prepaid offering.

TLC’s Brett Tucker explains that the campaign will dominate the A3 change room frame holding in the Jet Stores and incorporate a call-to-action through a specific Jet package phone special, with consumers being able to purchase the deal in store.

“Vodacom has renewed the deal for four years due to the exclusivity offered by the TLC media network. Vodacom will govern the holding for the duration of the partnership, changing its creative for various specials, every six weeks. The key to this campaign is that it drives the consumer to the Jet Stores’ till to buy the product,” says Tucker.

Unlimited’s golf cart GPS advertising specialist, Golf Unlimited, have been briefed by Vikaleka Herbal

“Targeting men at 32 upmarket golf clubs across the country provides advertisers with a unique opportunity of reaching the LSM 14+ consumer, which is often difficult to accomplish in the fragmented world of advertising,” explains Golf Unlimited’s James Ferrans.

Damac, a male lifestyle supplement which boosts sexual performance, signed a three-month campaign to capitalise on Golf Unlimited’s national footprint as a key tactical component to the campaign. As a high impact, low clutter medium, Golf Unlimited offered a great platform for differentiation during the campaign period, and allowed media specific opportunities to match the creative perfectly. It certainly created some “stimulating” topics of conversation in the locker room.

James adds, “The feedback received from the club mangers confirmed that the adverts specifically designed for this medium created the intended conversation amongst the members.”

Clicks is capturing the attention of female consumers via TLC’s tester frame media across its cinema holding in over 40 LSM A cinemas for two months. According to recent research, between 12% and 16% of consumers recall the actual message flighted on Unlimited’s washroom advertising ad frames.

TLC comment that its new innovation of tester frames, which consist of a standard A4 Washroom Frame with a sample product holder attached to the frame, opens up a unique and new avenue for FMCG advertisers to combine branding and sampling to captive audiences, in the environment where the products would typically be used.

“The national two-month tester frames campaign gives women the opportunity to use and smell the product in the perfect environment. From previous campaigns in the FMCG category, the advertising and sampling combination typically lead to a subsequent spike in sales,” says TLC’s Brett Tucker. “With the hygiene hand wash category becoming a heavily traded sector, we believe that the innovation from the Clicks stable being showcased on our tester frames will ensure fast-tracked awareness and allow Clicks to claim its stake in the market.”

The vibrant Clicks Hygiene range of hand washes are designed to wash away germs and dirt whilst also veiling the hands with an irresistible fragrance.

Antistax, the leg health brand joined forces with Unlimited subsidiary TLC to execute a digital ad campaign which has tripled sales in airport pharmacies across the country. Antistax brought its latest campaign to market to drive sales within the transit hubs and ensure that the product is top of mind to female travellers.

Signing up with TLC for three months, Antistax secured ad space on TLC’s digital Mirror Media in female airport washrooms to support its print campaign in the major carrier’s in-flight magazines and in-store promotions at the airport pharmacies.

TLC report that the extended dwell time that women spend in front the mirrors in washrooms, ensure maximum absorption of the advertising message at the exact time when women are experiencing long distance travel and could be sufferers of tired, heavy and sometimes painful swollen legs.

TLC’s Brett Tucker explains, “Targeting women aged 35 and up, creative agency SBRM and media agency Mindshare devised the campaign with the express objective of driving women to airport pharmacies in Johannesburg, Cape Town and Durban to purchase Antistax. The campaign produced record sales over the three months.

The new TV campaign also set the scene for increased awareness leading to increased purchase. Advertising via our digital Mirror Media provided further brand awareness as well as the big brand effect.”

Neil Swart product manager for Antistax comments, “On a recent international trip I visited the pharmacy in international departures and interviewed the pharmacy personnel on the success of the Antistax sales in-store since the mirror branding went up. I had not identified myself as the product manager and played the role of an interested consumer. The pharmacist commented that the Mirror Media in the washrooms is successfully driving consumers to the pharmacy to purchase and that mostly international traveller’s purchase Antistax for their long haul flights.”

According to Antistax, many women also come to the airport to pick up and drop off friends and relatives and although they may not purchase Antistax at airport pharmacies, they become aware of the brand.

“There has definitely been a huge wow factor generated from the campaign as many of my sales and marketing colleagues have reported back positively from business travels. It was a great result and well worth the investment,” adds Neil.

Antistax active leg tablets are indicated for symptomatic relief of Chronic Venus Insufficiency. Symptoms include tired heavy legs, tension, tingly, and painful and swollen legs. The condition affects women twice as much as it does men, and long distance travel can affect these symptoms.

In a bid to heighten awareness for its new Mortal Kombat console game, Nu Metro has selected Unlimited’s shopping mall advertising division, Primall Media, to grab consumer attention and drive sales in leading malls across the country.

Running for two months, the Mortal Kombat campaign zones in on gamers at the upmarket Cavendish Square, Sandton City, Menlyn Park and Gateway shopping centres.

“Two Exterior Billboards and Branded Escalators within each mall instantly demand the attention of the entertainment seeking target market,” says Primall Media’s Lee Curtis. “Nu Metro is cleverly driving awareness of the newly launched game in an environment where consumers can engage with the advertising and then purchase the game straight away.

As the seasons change and the temperatures drop, many consumers are opting to do things indoors, whether at home or in the malls. It’s the perfect time to promote the new release.”

Mortal Kombat is a series of home console fighting games created by Ed Boon and John Tobias. The series originally began as a game based on the popular actor and martial artist Jean-Claude Van Damme. It has since spawned many sequels, spin-offs into several adventure games, films, television series, comic books, a card game and a live-action tour.

Arctic Health has contracted Unlimted’s washroom space media owner, TLC, to promote its superior calcium supplement, Menacal 7 across South Africa for a two month period. The campaign tactically targets ladies only through TLC’s washroom advertising frames across 40 national LSM A shopping malls.

The Menacal campaign targets LSM 7 – 10 women, aged between 18 and 40, informing them that the supplement directs calcium to where it is required, instead of directly to the arteries. Menacal 7 is a unique new calcium supplement with natural vitamin K2 and vitamin D3 for effective calcium utilisation.

“Because the washroom platform allows advertisers to eliminate wastage by being gender specific, the Menacal 7 campaign gains massive reach, only to the appropriate, female target audience. What better way is there for a vitamin supplement to reach its target market than to advertise in a dominated media environment where potential consumers spend a lot of ‘down’ time?” In addition, the brand message is delivered within close proximity to the point of purchase, enabling a simple sales conversion,” says TLC’s Brett Tucker.

Since its inception in 1996, TLC has evolved into a market leader in alternative advertising, focusing on innovative washroom advertising. The launch of its new website aims to enhance interest and awareness of its captive media.

Originally, being ‘just another touch-point’, TLC’s revitalised new presence brings to market a website that is not only interactive, but is jam-packed with all its latest news, international trends, campaigns and case studies.

A key feature on the www.tlc-media.co.za site is the Creative Hotbox, a treasure chest of creative ambient ideas which focuses not only on washroom advertising, but also provides creatives and advertisers the spark to ignite ideas and possibilities for various alternative media campaigns.

TLC’s Brett Tucker comments, “Boasting over 22 500 advertising platforms in the form of Standard Washroom Frames, Door Wraps, Mirror Decals, Tester-Frames, digital Mirror Media, Talking Frames, Cubicle Wraps, Coupon Frames and more, we’re excited to have a progressive online ‘frame of reference’ and communication channel between any individuals interested in washroom advertising.”

TLC believe that based on its years of experience in the arena, it has a wealth of ideas and learnings to share with the industry and advertisers. The purpose of the new online presence is assisting agencies and advertisers to tailor their creative specifically for the washroom space and ensure that they gain maximum mileage out of their marketing mix.

“TLC boasts an impressive international footprint, having offices in SA, the UAE, Australia and Kazakhstan. The Primedia Unlimited subsidiary is therefore poised to deliver international trends to customers seeking leading insights into washroom advertising around the world,” adds Tucker.

Marketed by Unlimited subsidiary Primedia Lifestyle, the Gateway Theatre of Shopping has been named the country’s Coolest Shopping Centre by the Sunday Times Generation Next Survey Awards for the seventh consecutive year.

The winners of the Sunday Times Generation Next Survey ‘coolest brands’ are selected based on a robust, national, quantitative research study conducted by HDI Youth Marketeers in conjunction with the Sunday Times. This research programme is of great value to all brands, as it reveals insights into thoughts of children, teenagers and young adults aged 8 – 22. Furthermore, it gives insight to parents as to what their children are aspiring to.

Since it’s nomination as the Coolest Mall, between May 2010 and April 2011, Primedia Lifestyle’s marketing team have generated in excess of R61m in publicity for the centre thanks to its massive shopper events.

For its annual Durban July Pre-race Experience, the Gateway marketing team partnered with Blackberry, Vodacom and 5FM to host a VIP event and fashion extravaganza with SA’s top designers, a live broadcast with DJ Fresh and the Fresh Drive and numerous celebrity appearances, as a build up to race day. Other major events include the Gateway to Fame talent search, the Justin Bieber G’evolution Teen Club and the Living the Dream holiday campaign in December. 

Doug Mayne, Lifestyle’s Deputy MD says, “As a top priority we gear our marketing strategies in line with the shopper psyche with an acute understanding of their interests and needs. Through this approach we understand how to engage the youth and families, and keep them coming back. Needless to say we’re thrilled that our marketing solutions have contributed to being nominated as the best of breed in the industry.”

Adrian Raw, centre manager of Gateway Theatre of Shopping says, “Winning this award for the seventh consecutive year is indicative of Gateway’s continued popularity amongst the country’s youth. With our recently launched Teen Club, G’evolution, we aim to provide the youth market with a wider variety of entertainment and retail offerings and enhance our ranking as market leaders. ”

Founded in 1996, Primedia Lifestyle delivers fully integrated marketing solutions to over 50 shopping centres nationwide – from Convenience Centres to Super Regionals. Lifestyle’s pedigree in results driven marketing has secured it numerous accolades including one Gold and three Silver ICSC Maxi Awards, 120 SACSC Footprint Awards including four Grand Prix’s, as well as four Silver Solal Awards and 22 Solal nominations.

Gateway is the largest entertainment and shopping centre in the Southern Hemisphere and the soon to be launched Gateway Hotel will add to Gateway’s attractions.

Since its inception in 1996, Unlimited subsidiary TLC has enjoyed significant growth in the washroom advertising space, resulting in the company introducing an increased ad space portfolio of 70 malls and 60 cinemas nationwide. TLC’s Washroom Frame holding alone offers advertisers over 22 000 consumer touch points across the country.

TLC’s Steven Stuart explains, “The success of advertising in TLC’s key mall and cinema portfolios has resulted in an increase in demand for TLC platforms that deliver brand messages to more specific audiences. We’re delighted to bring advertisers an expanded footprint in the retail and entertainments space, along with our latest platform innovations.”

Based on demand, TLC has segmented its mall and cinema portfolios into LSM A and LSM B portfolios, offering advertisers a highly defined spectrum to select from, ensuring that identified target markets are reached. “This breakdown ensures that a brand or product acutely matches its target audience, without any wastage. Advertisers can even choose if they’d prefer to advertise to either men only or women only audiences,” says Stuart.

TLC’s mall portfolio has increased its rights from 40 to 70 malls, of which 40 are LSM A and 30 are LSM B, while its cinema portfolio has been extended from 35 cinemas to 60 nationwide across both the Ster Kinekor and Nu Metro cinema chains.

“It is through our national coverage and targeted platforms that have enabled us to grow from strength to strength and differentiate ourselves from the pack,” Stuart concludes.

Accu-Chek products are designed to help diabetic consumers manage their diabetes with confidence, whether they need a meter that fits their busy lifestyle, an insulin pump for 24-7 blood glucose management, or software to help them track their blood glucose results on a day-to-day basis.

Via its electronic procurement software, X/procure^® facilitates advertising on its platform directly to the pharmacist. This highly contended space allows advertisers the unique opportunity to present and promote products at the time that pharmaceutical purchasing and ordering decisions are made. The X/procure^® software enables more than 63% of SA pharmacies, who utilise electronic ordering software, to purchase scheduled, front-shop, surgical and OTC pharmaceuticals directly from suppliers.

Designed to educate and alert pharmacists to the product range and encourage referrals to consumers at the point of purchase, the Accu-Chek creative will appear on X/procure^®’s innovative Announcement Screens and Browser Ads on the electronic pharmaceutical procurement system for five months.

Accu-Chek product manager, Laura Waller comment,s “Roche is providing the first diabetic products that are tailored to the needs of specific patient groups. Our mission – today and tomorrow, is to create added value in healthcare by focusing on our expertise in diagnostics and pharmaceuticals.”

X/procure^®’s managing director, JD Henderson adds, “The Roche campaign is increasing Accu-Chek’s brand awareness and informing pharmacists about special deals at the key time when they are about to purchase pharmaceutical stock. The knock on effect of the awareness goes beyond the pharmacist placing orders, and ensures that Accu-Chek is top of mind when the pharmacist refers diabetic products to customers.”

 

For 12 months, the campaigns, showcased on 1 124 GPS screens will be exposed to the crème de la crème of consumers at leisure on 32 premier golf courses.

The Golf Unlimited campaign forms part of an ongoing effort to build the Nedbank Capital and Nedbank Corporate brands. As both of their target audiences are the country’s top 200 decision makers, this innovative platform makes sense in helping to reach those clients. Clever messaging on the GPS units such as, ‘a resourceful approach can lead you to the green’ and ‘in extraordinary times, it’s your approach that matters’ are in line with Nedbank Capital’s current TV campaign. For Nedbank Corporate, ‘Our commitment ensures that your business is top of the leader board‘ and ‘The true test of what we do is how it’s making you successful’ is echoed in their print advertising to ensure a holistic approach.

Installed at eye-level on the golf carts, the GPS units display information such as the distance to the green and any obstacles golfers may have in their path. Underneath the pertinent information, Golf Unlimited offers exclusive and uninterrupted advertising exposure, equating to 14 minutes of shrink back branding per hole, from the tee to the green.

“We are thrilled to add Nedbank to our client base, giving them direct access to target consumers,” adds the Head of Sales at Golf Unlimited, James Ferrans.

Unlimited’s pharmaceutical procurement and advertising specialist, X/procure

Champix is an easy three-step programme designed to assist smokers quit the habit in 12 weeks. The Champix awareness campaign goes to market on X/procure^®‘s procurement software, making use of its proprietary Linked Advert, Banner advert, Browser and HTML messages.

Champix product manager, Jacqueline Kock says “Advertising on the X/procure^® procurement portal, gives pharmacists an unparalleled ability to interact with the public and have a proven, positive effect on a patient’s ability to stop smoking.”

According to Champix, research has shown that should a pharmacist provide a patient with a choice of two treatments, where the prescription therapy is more effective than the OTC therapy, the majority of them would be willing to consult with their doctor.

“If one considers that currently only 14% of patients who want to stop smoking will consult their doctor, the role of the pharmacist in the potential success of Champix is essential,” she adds.

X/procure^®‘s JD Henderson comments, “X/procure^® has proven its ability to deliver effective messaging. In this case, it is vital”.

Pfizer South Africa is dedicated to the improvement of human life and the battle against disease and disability.

The vending machines have been internationally designed specifically for Nampak’s feminine product range and will be placed inside ladies washrooms in 10 LSM B malls across Gauteng and the Cape Province.

A first in South Africa for TLC, the unique venture will see Nampak receiving massive exposure from the branded units along with an accompanying Standard Washroom Advertising Frame to draw the ladies to the vending machines. According to TLC the vending machines will allow the consumer to experience the product first hand and in a time of need.

“This innovation provides women with the option of making an emergency purchase, cost effectively, in a private environment,” says TLC’s Brett Tucker.

“Nampak benefits via branding exposure, product sampling and a solution driven strategy that’s achieved in one execution,” he adds.

World famous Swiss Chocolater Brand Lindt is cleverly capturing consumer attention for a good cause at the Hyde Park shopping centre this month in the run up to Easter.  With the assistance of Primall Media and its branded Escalators and Banners in the Hyde Park Shopping Centre, Lindt brings to market its ‘Save the Riverine Rabbit’ campaign.

Targeting all chocolate and animal lovers, Lindt’s shopping mall creative urges them to buy a Lindt Gold Bunny and by doing so, donate 50c toward saving the Riverine Rabbit. They also then stand the chance to win a two night getaway to the 5 Star Sanbona Wildlife Reserve – one of South Africa’s most absorbing wildlife experiences and a primary research site into ensuring the rabbit’s survival.

The Riverine Rabbit is one of South Africa’s most endangered mammals and directly benefits from the campaign through Lindt donating a percentage of sales from their legendary Lindt Gold Easter Bunnies over Easter this year, to the Endangered Wildlife Trust Riverine Rabbit Programme.  According to Lindt it hopes to raise R250 000 for the fund through the Easter initiative

“Lindt’s creative links the advertising on Primall’s platforms to its in-store drive at Pick n Pay over Easter,” explains Primall’s Lee Curtis. “It’s a very cleverly timed call-to-action campaign with a great cause at heart. We’re sure the Hyde Park shoppers will respond positively to the campaign.”

Over the staggered three month burst, Puma and Cobra Golf will have category exclusivity on premier golf courses including Blair Atholl, Arabella, Peacanwood and Fancourt, to name a few.

Jason van der Berg, media planner at Starcom explains, “With television slightly out of the budget, the Golf Unlimited GPS screens offer Puma a highly targeted yet cost effective media channel to reach the elite breed of consumer. To add this, the platform assists in communicating the message more frequently. This gives the campaign a longer life in an environment where golfers will not be interrupted by other ads, as experienced in most golfing media channels.”

Head of Sales at Golf Unlimited, James Ferrans comments, “Client believes that our medium is effective and targets the relevant consumers with their brand communication message. It is also a new and innovative platform and one that Puma and Cobra Golf are excited about pursuing.”

Installed at eye-level on the golf carts, the GPS units display information such as the distance to the green and any obstacles golfers may have in their path. Underneath the pertinent information, Golf Unlimited offers exclusive and uninterrupted advertising exposure, equating to 14 minutes of shrink back branding per hole, from the tee to the green.

Through extensive research, Levi’s^® designers have created a new approach to measuring a woman’s body and identified three distinct body types that account for 80% of universal shapes. The new Curve ID range utilises a revolutionary shape-fit system created from body scans of over 60,000 women from all over the world.

To promote this revolutionary approach, Levi’s^® and partner agencies King James, Dare Media and Primall Media introduce the Curve ID campaign to South Africa as part of the Levi’s^® Global Women’s Initiative.

Primall’s Digital Ad Screens will continue creating awareness around the Curve ID range in 17 of the county’s blue chip malls where Primall holds advertising rights. According to Primall, the campaign is aimed at gaining exposure to women aged 16 to 24 years of age in the LSM 7 – 10 categories.

Primall’s Executive Head of Sales and Marketing, Lee Curtis, says, “On the back of the renewal, it’s clear that our Digital Ad Screens have increased awareness for the range. It’s a natural fit for Levi to promote their campaign in an environment where women spend their time on money and fashion.”

The Levi’s® Slight Curve jeans are designed to celebrate straight figures while the new Demi Curve best suits the even proportioned figure. The Bold Curve is designed to honour genuine curves and in addition, exclusively to South Africa, the Levi’s^® Eva jeans – inspired by local fit trials for jeans which address our unique South African curves.

Primedia Unlimited’s Shopping Centre Marketing Consultancy Primedia Lifestyle, has won two Silver Awards at the prestigious 2011 European Solal Marketing Awards, held in Istanbul last week. Primedia Lifestyle was the only consultancy on the continent to not only receive finalist awards, but claimed 13 of them.

The ICSC Solal Marketing Awards bring together the very finest retail marketing across Europe and South Africa to reward those with the most effective campaigns. This year a total of 177 entries were received from shopping centres across 22 countries, with 6 Gold and 21 Silver Awards being awarded.

Since Primedia Lifestyle’s inception in 1996, it has, through its innovative marketing campaigns, received numerous industry accolades which have solidified its position as the leader in shopping centre marketing.

Primedia Lifestyle was honoured with two Silvers this year, firstly for its national WAGS campaign entered in the Sales Promotion and Events category, and its Cavendish Square Football, Fashion and Fine Art Campaign, entered in the Public Relations category.

The WAGS campaign took its lead from the global phenomenon of the spending power of footballer’s WAGS (wives and girlfriends) as the catalyst for the campaign, spanning six malls. The marketing teams from Cavendish Square, Gateway Theatre of Shopping, Menlyn Park, The Zone@Rosebank, Riverside Mall and Vincent Park executed the campaign, giving shoppers an opportunity to win a Day in the Life of a Footballer’s Wife by simply spending on their Visa Cards or Mall debit cards. Red and Yellow Card bearing promoters dressed as referees completed the action and handed out gift cards to lucky shoppers during the tournament.

The Cavendish Football, Fashion and Fine Art campaign consisted of an event, communications and media strategy seeking to attract local and international visitors to the centre, with specific focus on the 2010 FIFA World Cup, Nelson Mandela Day and the fashion surrounding these events. The team devised a public relations programme and on-site activities including fashion launches, a fine art exhibition (which was endorsed by FIFA), diski dance flash mobs and other innovative activations.

Results over the World Cup period proved that the campaign was most successful in obtaining substantial media interest and publicity of more than R3 million for Cavendish Square.

Doug Mayne Deputy MD comments, “Once again we’re incredibly proud of our teams in ranking tops in the best of breed, not only locally, but against stringent European marketing standards. The competition was exceptionally tough this year and with a massive 13 finalists and now two Silvers, it really is a brilliant achievement.  We’re delighted to bring these accolades home and reaffirm that our award winning marketing strategies deliver quantifiable results.”

Campaigns entered into the Solal Awards are assessed against quantifiable objectives including building brand awareness, increased turnover, added value for shoppers, increased foot count, sponsorships, database recruitments and PR generated for each campaign.

The Platinum Group, the Cape-based retailer home to leading designer labels including Jenni Button, Hilton Weiner, Urban°, Aca Joe and Vertigo, has renewed its contract with South Africa’s shopping mall advertising specialist, Primall Media, for another year.

Having started off in 1989 with one Vertigo store in Rondebosch, The Platinum Group has steadily taken a stake at the forefront of design and style in South Africa. The Group now has 57 stores in prime locations in premier shopping centres across the country.

Whilst Aca Joe products are for consumers with an active lifestyle, Urban° appeals to the city dweller. Vertigo captures the essence of the young at heart, Hilton Weiner leans towards the global traveller and Jenni Button takes a woman from bedroom to boardroom.

Running until January 2012, The Platinum Group will dominate six of Primall Media’s interior billboards at the Menlyn Shopping Centre and a further six exterior billboards at Cape Town’s upmarket Cavendish Square.

Primall’s Lee Curtis explains, “Approximately 2.5 million consumers will be exposed to Primall Media’s platforms each month. The mixed shopper profile is ideal to communicate the positioning of the various Platinum Group brands as well as to remind them of its retailers in the centre. The Platinum Group’s success with our advertising solutions is evident in its continual renewal over the past five years. We’re delighted to have them on board again.”

Household disinfectant brand Dettol has committed its ad Rands to TLC, Unlimited’s targeted lifestyle media owner, to educate consumers in the washroom environment about its new No-Touch dispensing technology.

Dettol has selected TLC’s advertising offerings in Cinema Nouveau, Malls, Airports, Gyms and Netcare washrooms to run its two-month campaign, using a combination of Standard Frames, Super-Sized Mirror Decals, Digital Mirror Media and Talking Washroom Frames in TLC’s national holding. The Dettol artwork is specifically designed to capture consumer attention and encourage trial of the new technology.

TLC’s Joint MD Brett Tucker explains, “Whilst the Standard Frame and Talking Frames educate the consumer, the Mirror Media extends the attention by making it appear as if the dispensing unit is right in front of you. We believe that the relevance of advertising a brand like Dettol in the washroom environment, combined with the high footfalls through the washrooms will give the No-Touch range awareness a massive boost.”

The Dettol No-Touch Hand Wash System helps eliminate the millions of germs that your hands can pick up each day. It automatically senses hands and dispenses just the right amount of soap.

Primall Media, Unlimited’s retail advertising division, has been appointed to advertise adidas’ latest global brand campaign in selected malls across the country.

Adidas, the international sporting goods manufacturer has unveiled its latest global brand campaign, for the first time creating a drive leveraging the adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands. The strategy was engaged to ensure that the campaign is the most diverse and all-encompassing glimpse ever into the adidas brand.

Captured in their natural, authentic surroundings, brand ambassadors including football stars Lionel Messi and David Beckham, NBA star Derrick Rose, pop icon Katy Perry to the adidas skateboarding team, and many more, are showcased in the campaign to demonstrate that when you love your game, whatever the game, you put your all into it.

Erich Stamminger, member of the Executive Board responsible for adidas Global Brands comments “In the past ten years we have successfully extended the adidas brand into three powerful sub-brands with adidas Sport Performance, adidas Originals and adidas Sport Style. Now we are proud to be able to show the breadth and depth of the adidas brand in one global brand campaign. It is the biggest we have ever executed. Its creative concept brings together the diversity of the brand under one strong roof. From the court to the catwalk, the stadium to the street, we are giving an authentic statement with credibility only adidas has.”

Primall’s Lee Curtis adds “The mall media element of the campaign runs until the end April on Lift Banners in the Canal Walk, on Lift Doors in Eastgate and Interior Billboards at the Gateway Theatre of shopping.

As the adidas range can be purchased at various outlets within the selected malls, our clutter-free platforms, combined with the international artwork create the desired attention. Malls today are the playground for the young, trendy consumer and we’re confident that the mall element will deliver against the awareness objective.”

Based on the ability of brandyourcar.com’s database to access privately owned vehicles for branding purposes, Samsung has commissioned the Unlimited subsidiary to bring to market its Galaxy Tab campaign, exclusively on Mini Coopers.

According to brandyourcar.com, the campaign’s purpose was two-fold. Firstly, client wanted to  target Johannesburg and Pretoria’s active, on-the-go consumers in environments with a high level of traffic and social activity. Secondly, Samsung aimed to heighten the general awareness of the Galaxy Tab to support its concurrent consumer competition, where winners get the opportunity to drive a Samsung branded Mini, while recording their activities with the Galaxy Tab camera.

Brandyourcar.com’s Pieter Groenewald explains, “Samsung specifically selected only Mini Coopers from our database of consumer vehicles, as Mini most succinctly reflects the personality of the Galaxy Tab as well as the theme of the campaign. 

From our database we can identify not only Mini owners, but drivers residing in specific geographic locations.  For the Galaxy campaign, we were also required to refine the search even further to vehicles of only a certain colour, to ensure the vehicles blend in with the creative execution. Thanks to our advanced system, matching advertiser objectives and consumer profiles to this extent is relatively simple.”

On short notice, brandyourcar.com was able to brand Mini Coopers belonging to drivers who conform to an active social life and whose vehicles are visible during peak hour traffic and turn the whole campaign around within 10 days.

“Being a short tactical campaign, production costs had to be kept low whilst making maximum impact. The campaign was highly cost effective as Samsung did not have to incur the cost of renting a fleet of vehicles, but paid only for the exposure gained from branding consumer’s vehicles over the campaign duration. All the while, the selected consumers go about their daily routes, earning cash as they travel. It really is a win-win situation.”

The Galaxy Tab is Samsung’s new Android-based compact tablet computer featuring a 7 inch TFT-LCD touch screen, Wi-Fi capability, a 1.0 GHz processor, 3.2 mega pixel rear-facing camera and a 1.3 mega pixel front facing camera for video. The Galaxy Tab offers seven hours of video playback or ten hours of talk time.

Primedia Unlimited’s shopping mall activation specialist, Mall Active, has been appointed as the agency of choice in increasing the brand awareness of the Italian children’s chocolate eggs, Kinder Joy.

“Tygervalley was selected as the shopping mall of choice to host the activation, as the campaign ran hand-in-hand with Pick n Pay, the anchor tenant within the mall,” explains Mall Active’s Travis Brown.

A fully interactive, custom designed “Kinder City for Kids” was developed by Mall Active for the activation, boasting exciting interactive areas for children of all ages to enjoy themselves and to encourage interaction with the brand.

The stand consisted of four areas which featured various activities for the children including colouring in, toy building and interactive video games. The centre piece of the stand was a 2m high rotating egg with backlit logo, branded facia with backlights and quaint white picket fence framing the stand.

Controlled access to the stand ensured that the enthusiastic children couldn’t venture out of the play area and that the kiddies explored and played in safety.

“Seating was made available for the parents so that they could wait for their children, ensuring they were also constantly taking in the Kinder Joy branding,” adds Travis Brown.

Primedia Unlimited subsidiary Golf Unlimited currently has 1100 golf carts fitted with GPS units at eye-level, on 30 of South Africa’s four and five star golf courses. These GPS units display much needed information for the golfer such as the distance to the green and any obstacles golfers may have in their path. Concurrent to the pertinent information, advertisers are offered exclusive and uninterrupted exposure – equating to 14 minutes of shrink back and full screen branding per hole, from the tee to the green in an environment where there are very limited other advertising opportunities.

Recent research conducted by Freshly Ground Insights (FGI) has enabled a comparison between Golf Unlimited’s affluent market that frequents the prestigious four and five star golf courses compared to the average golfer in South Africa, where TGI data has been sourced. “In looking at the two markets, 53% of Golf Unlimited’s target group are 35 – 49 years old with 42% of them earning R60 000 a month and over. The majority (29%) of regular golfers across the country fall into the 25 – 34 age group with only 2% of these disclosing their earnings at R20 000 to R30 000 a month. Some 20% of regular golfers own a holiday home, compared to 53% of our specific target group,” adds Ferrans.

According to Golf Unlimited these figures are key for advertisers looking to impact on the sought after affluent echelons, using media that doesn’t intrude heavily on leisure time. Ferrans says that 86% of Golf Unlimited’s audience own a vehicle worth over R200 000, compared to 34% of regular golfers. “62% of our target audience will upgrade their vehicles at least once every three years, while 34% of all regular golfers will do that.”

Travel indicators are that 45% of the prime market will take a holiday overseas every year and 85% will fly locally for pleasure in the same time frame. Just 7% of regular golfers holiday across the pond annually with 10% flying to local holiday destinations every year.

“Banking preferences in these upper LSM brackets too show an audience whose attention advertisers would like to attract,” Ferrans says. “While 63% of our target audience are private bank clients, 54% also invest in shares and more than half (55%) of those do so through a broker.

Compare this to the 22% of regular golfers who have a private banker and 3% who invest in shares, you can see the attraction for the financial services industry to advertise on our platform. The FGI research highlights the fact that the opportunity for luxury brands and high end financial offerings are obvious,” he concludes.

Beyond Nicotine has signed up with TLC, Unlimited’s washroom advertising specialist, to target male and female smokers frequenting LSM B shopping mall washrooms.

The one-month campaign specifically targeting LSM 5 – 7 smokers via TLC’s Standard Washroom Frames appears in 24 shopping mall washrooms across the country.

“TLC reaches Beyond Nicotine’s target market in an environment with high dwell time, with no other advertising to distract them,” says TLC’s Brett Tucker.

Beyond Nicotine educates and encourages consumers through its personal endorsement campaign, with messages such as “After countless attempts at quitting, Beyond Nicotine did the trick” and “My 2011 resolution is a reality. I’m smoke free”. The beauty of combining a product such as this with the washroom platform is that after absorbing the advertising message, consumers can purchase the solution just footsteps away in the mall,” says TLC’s Brett Tucker.

Eskom has signed on with Unlimited’s Mamba Media to produce a four-page cartoon feature appearing in various community newspapers. For a two month burst, the feature showcases Eskom and the Department of Energy’s free solar power technology roll out.

Targeting lower LSM consumers who can benefit from using solar power, the feature is being placed in the Stellalander, DFA and Noordkaap community papers.

The new technology feature will teach readers how to use solar energy and what the cost saving benefits of it are compared to electricity, gas, coal and other types of fuel,” says Mamba Media’s managing director Craig Nadelman.

“The Eskom feature has been designed to include engaging games which will assist in educating the target audience in an easy to understand and entertaining format, whilst the headline ‘Free hot water for the people who need it most’ will grab consumer attention,” he adds.

SuperDiski is currently targeting their soccer mad audience to discover a new talented soccer commentator for its local PLS matches broadcast on SuperSport. Primedia Unlimited subsidiary Mall Active has been commissioned by the sports channel to engage consumers nationwide through mall activations where shoppers have an opportunity to audition for the job on the spot.

To ensure its success, Mall Active, together with SuperSport and SuperDiski developed a unique mobile sound booth which consumers could step into and showcase their commentary skills in a real life situation – with the aim of hopefully becoming the next SuperDiski commentator.

Travis Brown, Head of Activations at Mall Active comments, “The one-of-a-kind sound booth features full Supersport branding and is kitted out with state of the art recording equipment to simulate a real broadcast recording experience. Contestants are required to commentate for one minute on a major soccer match shown on a screen, while being recorded live. The feed then crosses to a judging panel that review the talent and score the potential. Promoters roving the stand then engage with shoppers and queuing consumers to give them information about the campaign and encourage their participation in the competition.”

To ensure that maximum entries were obtained for the competition, a call-to-action campaign was flighted on Supersport Channel 3 and the Blitz Channel in the build up to the campaign, supported an entry opportunity via a phone-in line run by Supersport. Additional PR was generated by involving local radio stations who sent sport journalists to cover the various events and try their hands at the commentary challenge. According to Mall Active the SuperDiski Goal Mouth competition was the equivalent of Idols for sport, reeling in over 2125 contestants auditioning in the booth over a period of 17 days.

The SuperDiski booth tours to five selected upmarket shopping centres including Canal Walk, Mimosa Mall, Menlyn Park, Maponya Mall and Gateway Mall. Due to these malls yielding high foot traffic counts, they were targeted as the best lifestyle hubs to reach soccer loving consumers over the five week campaign period.

Since the partnership inception in June 2010, the Hyundai Automotive South Africa brand has dominated the airbridges at Cape Town International Airport (CIA) through Unlimited subsidiary Wideopen Platform. The advertising deal sees Hyundai taking centre stage on landing strips in the Mother City until the 31^st May.

Hyundai’s bold creative showcasing its range of vehicles including new i-Range – i10, i20, i30, ix35, catches the attention of passengers, whether they’re moving through the domestic or international terminals. The advertising package spans a total of eight airbridges, spreading the Hyundai brand over a massive 1100m².

Wideopen Platform Sales Director, Ryan Cohen explains, “With Hyundai renewing its partnership with us we’re assured of the effectiveness of our large format platforms. The holding secured by the client ensures that the brand cannot be missed, delivering the range in big brand status.”

 

Advertising space spanning over 720m² on the travelators and escalators at ORT, the new partnership sees SIM dominate the highly traversed terminal until January 2012.

Wideopen’s research data reveals that the sites are visible to more than a million arriving and departing passengers each month and ensures that SIM’s branding is also exposed to family, friends, meeters and greeters and those moving to and from the multi level parkade areas. 

SIM’s creative partner is The Jupiter Drawing Room and all media for the campaign was booked through Nota Bene.

BioBust Rejuvenating Bust Cream has signed up with Primedia Unlimited’s washroom media company, TLC, for a two-month Planet Fitness washroom campaign to engage women and encourage them to have the décolleté they’ve always wanted.

Targeting LSM 5 – 10 women aged 18 and older, the campaign incorporates a competition element which enables BioBust to monitor consumer’s response to the campaign and the catch phrase ‘For the bust I always wished for’. The elegant creative encourages consumers to sms the BioBust completion line and stand a chance of winning 1 of 25 gift hampers valued at R2500 each.

“TLC’s Planet Fitness holding enables BioBust to target women only and provides the most ideal time to target appearance driven women, in private whilst they consciously  improve their bodies,” says TLC’s Brett Tucker.

BioBust Rejuvenating Bust Cream has been formulated using natural ingredients to decrease the appearance of stretch marks, scars and blemishes and to re-hydrate the skin.

New TLC client Actor Pharma (Pty) Ltd has contracted the Unlimited washroom advertising specialist for the roll-out of an educational campaign during pregnancy awareness month. The month long campaign, targeted at young adults, focuses on the prevention of unplanned pregnancies.

The washroom campaign is flighting in TLC’s student campus washrooms, engaging young consumers at a time when they’re able to absorb full advertising messages, in the privacy of their own cubicles. The synergy between this particular brand and the media platform couldn’t be more ideal,” says TLC’s Brett Tucker.

Long-standing TLC client, Pernod Ricard, is keeping its communication strategy fresh by constantly updating the brands it advertises on the Unlimited subsidiary’s washroom advertising platform. Next to take centre stage on TLC’s Mirror Media in Style and Sports Bars across the country is Pernod’s Havanna Club.

Targeting men and women in the LSM 7 – 10 category, aged 18 – 40, for a two month burst Pernod will rally awareness around its rum brand Havana Club, aiming to drive home the positioning that Havana Club is a classic, stylish drink to either use as a mix or drink on its own. Havanna Club appeals to the consumer looking for unique white rum that matches their slick style and independent personality.

“Our Style Bar venues are an ideal place to speak to the critical mass of sexy, fashionable and in-the-know crowd during summer,” explains TLC’s Brett Tucker.

“The Cuban vibe of Havana Club adds to its sexy brand statement, whilst our digital Mirror Media which is strategically located at the point of consumption, offers Havana Club exclusivity, and cuts out competing brands,” he adds.

Primall Media’s large format exterior site, strategically located at the Hyde Park Shopping Centre, has been snapped up by Diners Club International to capture the attention of commuters and motorists for a full six months.

The site is beautifully positioned to face the bustling Jan Smuts Avenue, targeting upper LSM motorists who are either existing or potential Diners Club clients.

“Diners Club wanted to create exposure close to the mall, to capture the attention of consumers passing and entering the mall. The site demands attention and is perfectly located to create top of mind awareness close to the blue chip shopping hub,” says Primall’s Lee Curtis.

“Advertising either in or on the exterior fascias of the shopping mall space has very distinct advantages,” adds Curtis. “It puts the ad message top of mind among consumers heading to the point of sale. The prominent, large format site combined with the bold ‘It’s time for you to belong’ creative is sure to get the message across.”

 

The ICSC Solal Awards recognise best practice and outstanding marketing performance against European retail marketing excellence standards. These Solal Awards are recognised as a global benchmark of quality within the industry.

The ICSC selected 109 finalists from 20 countries. The panel of Solal judges, comprised of industry professionals from all over Europe, meeting in The Hague in the Netherlands to select finalist campaigns. Primedia Lifestyle did Africa proud by being the only company on the continent to not only receive finalist positions, but scooping 13 finalist titles.

Lifestyle MD, Paul Carsley comments, “We’re thrilled to once again be in the running for Gold, Silver and Bronze awards against global retail marketing standards. The teams have outdone themselves by increasing their finalist nominations by 44% on last year’s entries and scooping 12% of all finalists selected across the 20 contending countries. We’re honoured and look forward to the final results in April.”

The success of Lifestyle’s various campaigns were gauged against quantifiable objectives including building brand awareness, increased turnover, added value for shoppers, increased foot count, sponsorships, database recruitments and PR generated for each campaign.

Lifestyle’s winning marketing campaigns included the New Faces Search, Football Fashion & Fine Art Winter Campaign, Flagship CSI Literacy Projects and the Rediscover Cavendish Campaign all produced for Cavendish Square in Cape Town.

Two finalist positions were received for Menlyn Park Shopping Centre for the Get Hitched and Soccer World Cup campaigns while the marketing strategy behind the Gateway Theatre of Shopping World Cup Campaign and Gatewayworld Revamp campaigns secured two further finalists.

Umlazi Mega City in Durban is a finalist for the Lifestyle World Cup Red Carpet campaign while Southgate Mall and Boulders Shopping Centre was selected for the Positively Inspired Shopping and Senior Citizens Parking campaigns. KZN South Coast mall, the Shelly Centre secured its position for its Africa Bike Week. The last finalist for Lifestyle went to the WAGS campaign executed across several centres – Gateway Theatre of Shopping, Menlyn Park, The Zone@Rosebank, Riverside Mall, Vincent Park and Cavendish Square.

Doug Mayne, Primedia Lifestyle’s Deputy MD adds, “Achieving 13 finalist positions, the highest tally for any entity across both Africa and Europe, is a massive feat for the team. We’re ecstatic  that the calibre of our strategic campaigns has been recognised against the global standard.”

Winners will be announced on the 7th April 2011 at the European Marketing Conference in Istanbul, Turkey

Ocean Basket East Rand Mall has signed a one-year advertising deal with Primedia Unlimited’s shopping mall media owner, Primall Media, to ensure feet through the doors of the family seafood restaurant.

Running until the end of 2011, the campaign seeks to make Ocean Basket more visible within the mall and to alert hungry shoppers to the fact that Ocean Basket was voted as having the best seafood in Joburg, by Leisure Options.

“Client selected one of Primall’s large format interior billboards within the food court, ensuring top-of-mind presence for Ocean Basket amongst a number of competing restaurants,” says Primall’s Lee Curtis.

An excellent payoff line, ‘Net om die hoek’, draws consumer attention to the branding, giving Ocean Basket the opportunity to create instant impact and generate awareness around its ongoing success and availability in the mall.

As one of South Africa’s favourite seafood restaurant chains, Ocean Basket has positioned itself as a great value proposition for your hard earned money, offering great selections of seafood and good wines.

TLC, Primedia Unlimited’s washroom media division, is bringing an international ad campaign to market alerting local men to the more readily available premium beer, Stella Artois, in South Africa.

Commissioned by DBG, SA’s leading wine and spirit producer, distributor and newly appointed sole rights agent of Stella Artois in the country, TLC will flight a six month campaign aimed at expertly catching the attention of upper LSM men aged 25 to 40 in TLC’s high footfall Style and Sports Bar holdings across SA.

“Our digital Mirror Media is being used to ensure that the message, ‘Perfection has its price’, is innovatively portrayed to upmarket consumers,” says TLC’s Brett Tucker. “The branding exercise ensures top of mind awareness and the high dwell time innate in the environment ensures maximum message absorption to ultimately assist product moving off the shelves at relevant retailers and on-consumption. The campaign instantly delivers the brand’s international feel, appealing to the discerning consumer, while at point of purchase” he adds.

Following its successful cinema washroom advertising campaign flighted last year, long-standing client Mentholatum has commissioned TLC, Primedia Unlimited’s washroom advertising media owner to conduct a further two-month campaign to promote lip moisturiser, Softlips.

This time, Super Sized Mirror Decals, Standard Washroom and Coupon Frames capture the attention of females aged 14 – 24 in the washrooms of the busiest cinema across the country. Whilst Tom, Dick & Harry produced the Softlips coupon creative, King James Cape Town produced the eye catching ‘Summer is on everybody’s lips’ Mirror Decal and Frame creative.

The campaign sees entire washroom mirrors covered with a Super Sized Decal which portrays the shape of a young girl’s face. The consumer then sees herself in the middle of the Mirror Decal, having just been exposed to the Washroom Frame and coupons in the washroom.

“The coupon acts as an instant call-to-action urging the consumer to get money off of their Softlips purchase at major retailers within the shopping mall,” says TLC’s Brett Tucker.

“The creative very cleverly relays the concept over the Mirror Decal, Washroom Frame and Coupon Dispensing Frame. With many young women spending large amounts of time both in the lifestyle environments and in front of the mirror, there’s really no way they can miss the creative appeal across the three touch points,” adds Tucker.

Local alcohol producer and distributor DGB (Douglas Green Bellingham) partnered with Golf Unlimited to run a campaign at The Country Club Johannesburg, aimed at promoting its bitters brand Angostura. Results reveal that the promotion flighted on Golf Unlimited’s golf cart GPS units increased the sales of Angostura by 287%.

Angostura Bitters is renowned for the unique, refreshing taste it gives to rock shandys and pink gin and tonics. With rock shandys being a favourite golf course thirst quencher, Golf Unlimited approached DGB with the concept, geared to communicate Angostura’s refreshing benefits while increasing demand for the product both on the course and at home for personal use.

James Ferrans, Golf Unlimited’s Head of Sales explains, “The campaign advertised Angtostura rock shandys on the GPS screens, alerting golfers to the promotion available at halfway house.”

With The Country Club Johannesburg campaign delivering such positive results, DGB has signed a 12 month contract with the Primedia Unlimited subsidiary to roll the promotion out nationally.

“With golfers being avid consumers of bitters based soft drinks, advertising on the golf cart GPS units enabled Angostura to communicate with its target market during their leisure time as well as directly and at point of purchase. The results confirm that although a relatively new medium, it is an effective platform to not only create awareness amongst upper LSM consumers, but encourages call to action. We’re delighted with the results which have DGB committing to the medium for the next year,” adds Ferrans.

Since April 2007 TLC has been the exclusive washroom advertising concessionaire at ACSA. Since its inception, the airport washroom environment has been TLC’s flagship offering, mainly due to high traffic volumes at all times of the day and night, with these figures peaking seasonally even further.

“As a result of the demand for this advertising space, media owners need to be prepared to face the risk of a high rental versus turbulent sales cycles,” says TLC’s Steven Stuart.

“In an effort to combat this risk, TLC is extremely pleased to have secured additional rights to make use of alternative products within the washroom environment, not only to boost sales and reduce risk, but mainly to facilitate more creativity in this space,” he adds.

TLC has evolved from initially only having its core product available – Standard Washroom Frames, to its current portfolio which includes implementing creative proposals from its customers and staff on Door Wraps, Talking Frames, Mirror Decals, Tester Frames and Cubicle Wraps.

“TLC’s new airport rights will see a lot more creativity inside airport washrooms, ensuring more captive media platforms for clients and consumers alike,” adds Stuart.

The new division, blazing out of the starting blocks, has just closed a deal with pharmaceutical giant, Dis-Chem, to install two 42” full HD LCD advertising screens in each of its 56 existing pharmacies nationwide, bringing a new media platform to South African advertisers and an enhanced shopping experience for consumers. The new in-store screens assist consumers in passing the time whilst waiting in queues as they view advertising, educational and entertaining information.

JD Henderson, Managing Director of XP Digital™ explains, “With X/procure^® being such a successful electronic advertising and procurement vehicle, our business was ready to diversify into new product offerings. As Dis-Chem is one of the major players in the South African pharmacy industry, the media opportunity was obvious. Research into the platform has revealed that 98% of audiences watch the ads shown on screen and 66% of consumers make a point of watching the content.

The demographic composition of Dis-Chem opens a plethora of advertising opportunities for pharmaceutical, FMCG and serviced based businesses to engage directly with affluent, economically active individuals during their dwell time. A further advantage of the platform is that the screens are located within the dispensary – which is typically right at the back of the store. After being exposed to the advertising, shoppers have to work their way through the store to the pay points.”

The team believe that the right message displayed at just the right time has the potential to influence consumers’ purchases and opinions about advertised products. The further benefits of digital advertising are that updates can be done quickly and that multiple advertisers can be accommodated simultaneously - in turn generating greater profitability than static counterparts.

“Because the XP Digital™ screens will be installed within the confines of the dispensaries, facing the customer in the dispensary queue, for the first time, an exclusive platform is available to communicate with consumers, while they are in the frame of mind of making buying decisions in Dis-Chem,” he says.

XP Digital™ also has the Clicks group pinned to its credentials.

Identifying the synergy between Cape Town’s most fashionable event and its most fashionable shopping mall, Primedia Lifestyle, the leading shopping centre marketing consultancy, secured an exclusive partnership for Cavendish Square to be the official partner of the 2011 J&B Met.

As the partner of choice for the J&B Met, Primedia Lifestyle conceptualised a definitive marketing strategy and executed all Cavendish Square events and activations to leverage Cape Town’s premier horseracing and fashion event.

The team planned and executed the multi-platform campaign including a student fashion design competition, fashion shows, a centre-wide sale, VIP celebrity events and prize sponsorships at the met to maximise exposure for both J&B and Cavendish brands.

Doug Mayne, Primedia Lifestyle Deputy MD comments, “a strategy and roll out campaign the size of the partnership with the J&B Larger than Life promotion, was an extensive task. Our Cavendish marketing team however clearly demonstrated their expertise through successfully delivering simultaneous marketing campaigns, across various media. Having effectively delivered a campaign of this magnitude validates our position as an integrated shopping centre marketing consultancy.”

The Larger than Life campaign kicked off with the Cavendish Design Competition inviting graduate FEDISA students to create Larger than Life outfits for the Met. The Lifestyle team called on its industry contacts to secure competition judges Good Hope FM Radio presenter – Suga, Manager of Cape Times Fashion Forum – Charl Reineke, local couture designer – Paul van Zyl and J&B Marketing Manager Dominic Malan. The winner of the competition received automatic entry into the finals of the J&B Met’s Most Elegant Couple Competition.

Other Primedia Lifestyle’s initiatives supporting the campaign included TV coverage on SABC 3’s Espresso for the FEDISA student designer collections and an online competition via the Cavendish Square Facebook page which resulted in daily post views on the Facebook Fan page booming by 28%, registering an incredible 261 137 impressions at the end of the campaign period.

The Lifestyle marketers also strategised the Cavendish Larger than Life Sale which again engaged Cavendish Facebook fans to share experiences online to win tickets to see Cirque du Soleil.

The final component of the integrated campaign included a gallery of J&B Met pre-party and race day social pictures loaded onto Facebook.  Those who had their photos taken were given a business card which encouraged them to tag themselves in the pictures for a chance to win R1000 Cavendish Square Gift Card.

The marketing efforts involved scooped The Cavendish marketing team three awards in the annual J&B Met Shopping Centre Awards namely PR of Regional Store Winner, PR with Best Centre Display and Regional Store Winner.

Unlimited and Creative Circle have announced a three year sponsorship deal, making the media specialist the sole sponsor of Creative Circle Awards, with a key focus on the evolved Ambient Media and Outdoor category.

Formed in 1990 Creative Circle aims to promote high levels of creativity in advertising and provides input into official industry bodies the ACA and ASA. Creative Circle hosts its renowned Ad of the Month events, showcasing the best of breed in the country, with entries culminating in the Ad of the Year.

Traditionally, categories for Creative Circle Awards included Film, Print, Press, Radio, Experiential ,Outdoor and Digital with ambient entries being slotted in either under Experiential or Outdoor.  From February this year the evolved Outdoor section encompasses Ambient Media and Outdoor.

Primedia Unlimited CEO, Ken Varejes comments, “We are proud to be associated with Creative Circle and to be involved in expanding the outdoor category which now gives the ambient industry the opportunity to be specifically recognised for outstanding creative. Once sufficient creative executions are submitted from the ambient industry, it will encourage the formation of a standalone Ambient going forward.

We’re excited to see the response to the change and hope that it encourages creatives in the alternative media space to demonstrate their pedigree.”

According to Varejes, the growth behind ambient media in South Africa is due to its ability to offer precise audience targeting, versatility and its ability to target the masses in non-traditional locations. “For ambient media, key accessible space with great impact and dwell time is an opportunity for advertising. This in itself lends huge potential for creativity to thrive.”

Brett Morris, Creative Circle Chairman and Chief Creative Officer of DraftFCB says, “We’re very excited about the Primedia Unlimited sponsorship. It’s great to have a partner on board who truly values the power of creativity and wants to push the boundaries of what’s possible in ambient media. We’ve seen ambient media grow from strength to strength over the years and we expect to see some great ideas coming through the category.”The first Ad of the Month takes place on 4^th March, for further information visit www.creativecircle.co.za

Based on the success of its shopping centre advertising campaign executed by Primall Media in 2010, Nashua Mobile has renewed its advertising partnership with the Primedia Unlimited subsidiary until August 2011.

During the initial campaign to drive awareness of Nashua Mobile stores and their offerings, the Digital Ad Screen platform proved its efficacy through an increased number of store find requests. The Digital Ad Screen campaign ensured that Nashua Mobile was the most searched for cellular provider on the Ad Screens, even in malls where Vodacom, MTN and Cell C stores were present.

For the new advertising deal, Nashua wishes to make consumers at the point of purchase aware of its monthly data and mobile offerings. A national advertising package was selected to span malls housing Nashua Mobile stores including Canal Walk, Cresta, Fourways Mall, The Glen, Loch Logan, Nelson Mandela Square, Sandton City and Riverside Mall.

Lee Curtis, Primall’s Executive Head, Sales and Marketing says, “Driven by client’s objective to be top-of-mind, to encourage consumers to visit their outlets and select Nashua Mobile when making cellular purchases, ourselves and media agency Starcom were specific in selecting locations in which to feature the campaign. The resulting Nashua mall holding allows for brand domination in key areas where the core target market is most likely to take note of the message.

Having Nashua Mobile recommit its advertising with Primall for a year is a huge vote of confidence in the efficacy of our Digital Ad Screens. We look forward to the response of the new campaign and are confident that the digital platform will again deliver the desired awareness.”

Thinking outside of the advertising box,

Business Day’s unique selling point is that it focuses solely on business news, versus other daily newspapers who cover a broader range of editorial. The publication’s latest campaign is entitled ‘Keep Up’, playing on the premise that the paper provides insightful commercial and financial news that enables its readers to Keep Up with the ever-changing economy and business environment on a daily basis.

With the creative and media planning expertise of Blackfuse, the two-month campaign sees Business Day advertised on Primall’s Parkade Billboards and Branded Escalators at the selected centres. Using environment-specific messages such as ‘Marketing Trends Change Daily. Keep Up’ on escalators and ‘Motor Industry Changes Daily. Keep Up’ in the mall parkades, Business Day aims to appeal to its target market, namely 25 – 49 year old CEO’s, MD’s, decision makers, government policy makers, investors and established and emerging entrepreneurs.

Lee Curtis, Executive Head of Sales and Marketing at Primall says, “The Keep Up positioning challenges the market, and then resolves the challenge by telling consumers where to get a copy of the Business Day to ensure that they do indeed, Keep Up. We’re excited to see print titles realising the potential of advertising in the retail mile.”

Manufacturer and distributor of alcoholic beverages, Brandhouse, has selected Primedia Unlimited subsidiary TLC, to include washroom advertising as part of its holistic campaign to promote responsible drinking during the festive season.

Mainly targeting men between the ages of 18 and 40, the campaign has been brought to life via TLC’s Nightlife venues, where alcohol is consumed.

“This campaign is extremely effective in these venues,” says TLC’s Brett Tucker. “Brandhouse is drawing attention to the dangers of drinking and driving, exactly at the point where alcohol is purchased and consumed,” he adds.

The campaign ran from December, through to the Easter period in April 2011 on TLC’s Mirror Media across 86 style bar nightlife venues. “Mirror Media has been combined with our innovative Door Wraps, to create maximum impact,” says Tucker.

“The high impact campaign will reach roughly 600 000 male consumers monthly, combined with the exclusive advertising environment, the campaign is bound to ensure significant results for Brandhouse,” Tucker concludes.

Nivea has made brilliant use of washroom advertising by running a two-month campaign inside Primedia Unlimited’s subsidiary TLC’s  Jet and Ackermans store holdings, to alert female care-conscious consumers to its underarm deodorant.

“The A3 frame campaign, located inside Jet and Ackerman’s change rooms, is the ideal platform for Nivea to relay it’s ‘The perfect fit for your underarms’ message,” says TLC’s Brett Tucker.

Although fitting room advertising is fairly new to the South African media landscape, it has taken the market by storm over the past four years. This platform has not only allowed advertisers to communicate with a captive audience in a clutter-free environment, but allows them to directly influence the purchase decision within the retail space.

“Our Jet Mart network spans 121 stores throughout South Africa, while our Ackerman network spans 230 stores – we’re confident that Nivea will gain the desired exposure it seeks amongst ladies for its underarm deodorant.”

Terrestrial telecommunications operator Neotel has signed a twelve month advertising contract with Primedia Unlimited’s newest subsidiary, Golf Unlimited.

Targeted at the sought after golfing community, Neotel’s campaign on Golf Unlimited’s GPS units fitted in over 1100 golf carts in 30 of South Africa’s four and five star golf courses provides the advertiser with category exclusivity.

The national year long Neotel communication will be split amongst its various products and featured on GPS golf cart fleets on 30 top-rated golf courses including Serengeti, Blair Atholl and Arabella.

James Ferrans, Head of Sales at Golf Unlimited adds, “The unique advertising point for Neotel is the ability to engage with a community of decision makers within business as well as individuals who are of a high net worth. The topic of business is invariably discussed on the golf course and we believe that Neotel, having top of mind presence from tee to green will reap the awareness and bottom line results it seeks.”

Chocolate bar brand Snickers has selected two of Wideopen’s prime-positioned outdoor sites to get its message across to chocolate lovers in Pretoria and Durban until the end of December 2010.

Created by BBDO and booked by Page Three and OMD media, the outdoor campaign urges consumers to grab a Snickers to combat hunger.

Wideopen, Primedia Unlimited’s large format outdoor advertising specialist, has ensured that the creative is live in Pretoria on the corner of Charles and Brooklyn Roads, Menlyn Park and on a Mega Sign at Maharaj Lodge on West Street, Durban.

“The Pretoria site is highly visible to all vehicular and pedestrian traffic travelling on Charles and Brooklyn Roads, offering close impact across two key arterial routes running through Pretoria’s up-market eastern suburbs,” says Wideopen’s Sales Director, Ryan Cohen.

Situated along West Street, the primary stretch leading to the Point Road junction at the centre of the Golden Mile, the Durban site is one of the most prominent locations in the city.

“The extensive façade allows for strong, high-impact positioning and dominant presence in the heart of the city. The site is visible to all traffic travelling on West Street towards Durban’s beaches and targets in the region of 40 000 cars per day,” adds Cohen.

Elements supporting the Snickers outdoor campaign include TV and Cinema.

At the 2010 SA Council of Shopping Centres’ Spectrum Awards held last week, Primedia Lifestyle’s marketing team responsible for Cavendish Square, were crowned with the top honours for excellence in South African shopping centre marketing. The Primedia Unlimited subsidiary produced four campaigns which reached Spectrum finalist status as a result of their Gold accolades received at the 2010 Footprint Awards. In total, seven Gold Footprint awards vied for the coveted Spectrum Award.

The SACSC (South African Council of Shopping Centres) Spectrum Awards honours achievements in innovation, creativity, vision and excellence across all disciplines and all sectors within the South African retail industry. In essence, the ceremony honours the crème-de-la-crème in the retail industry and can thus be likened in stature to that of the Hollywood’s Oscar Awards.

Rising above the 250 entries from shopping centres across the country, Cavendish Square and the Primedia Lifestyle marketing team secured the Spectrum for the ‘Football, Fashion and Fine Art’ winter campaign strategy, entered in the Public Relations category. With the campaign having claimed gold at the SACSC (South African Council of Shopping Centres) Marketing Footprint Awards earlier this year, the campaign once again showed its pedigree as the winning South Africa marketing strategy of the year.

Doug Mayne, National Marketing Executive at Lifestyle says, “We’re extremely proud of our Cavendish marketing team for winning this coveted award in recognition of exceptional expertise. The team are consistently delivering outstanding marketing plans and have again ensured we remain leaders in shopping centre marketing.”

Over the May to July campaign period, the Primedia Lifestyle team ensured that media exposure for Cavendish Square increased exponentially, tallying an estimated value of R4.5 million. The team also successfully reduced the in-centre marketing costs through securing of partners and sponsorships valued at almost R300 000.         

The fully integrated campaigns throughout winter yielded incredible results for the centre, in spite of challenging retail trading conditions.  In May, the local economy struggled to overcome the effects of the global economic recession, with analysts pinning their hopes for recovery on the thousands of tourists that the 2010 FIFA World Cup would attract. Primedia Lifestyle’s collection of winter campaigns aimed to attract tourists and the local primary target market over the traditional hibernation months. Through association with appropriate and entertaining activities, the Lifestyle team ensured that the centre maintained its status as a premium fashion mall.

To meet client objectives, Primedia Lifestyle’s marketing team saw an opportunity to create an online community via social networking tools as a relatively affordable communication channel. Through smart social media tactics, the centre increased engagement with customers on Facebook and upped its fan base by over 1000 over the three month period.

The marketing team facilitated three fashion events, attended by over 600 guests including some hot local celebrities and media, with the event being filmed by Top Billing and featured on Zoopy. The events ensured that the centre and its fashion tenants received access to the crème de la crème of local shoppers and top earners.

Primedia Lifestyle secured the exclusive VIP Worldwide retail launch of the 2010 Fine Art Collection, being the only shopping centre partner for the exhibition in the Western Cape, Cavendish hosted the largest selection of 2010 Fine Art in the country. For the World Cup period, Cavendish focused on showing its support and enhancing shoppers’ experiences, creating an entertainment programme including Diski Dances every Saturday, a daily cabaret performance of songs from countries playing in the World Cup and a WAG look-a-like, who caused quite a stir when seen on a shopping spree with her two bodyguards in Cavendish.

Post soccer fever, the team anticipated that both retail trading and moods in general would slump, and hence introduced new activities to assist shoppers recover from the dramatic end to the World Cup, ensuring that Cavendish remained the media darling. For Mandela Day the team mobilised shoppers to lend a hand, in the spirit of giving back.  Customers were given three easy ways to contribute to charity and demonstrate their individual ability to make an imprint and change the world around them.

Madrie Verwey, Marketing Manager for Cavendish Square comments, “It’s been an incredible year for Cavendish and the Lifestyle team. Having been recognised for excellence in shopping centre marketing at each level – winning a silver Solal Award, two gold and two silver Footprint Awards and now the Spectrum, is a huge honour.”

To launch its new Cheeky Cranberry alco-pop flavour to the trade, Brutal Fruit commissioned targeted lifestyle communication specialist TLC, to ensure the paparazzi were the first to meet guests on arrival at top class nightclub Zar, at the Radisson Blue Hotel in Sandton.

Creating an innovative activation, TLC constructed a full colour, 4m x 2.5m mural which cleverly resembled an entourage of paparazzi on the rooftop of the upmarket club. The stand was fitted with flashing lights and audio which created a barrage of paparazzi flashes going off, each time guests exited the lift and entered the venue.

TLC’s Brett Tucker comments, “When we were briefed to implement this concept, we saw it as a brilliant opportunity to demonstrate our ability in creating an impact and demanding attention. The key to communication being memorable, is to be unexpected and novel. The paparazzi wall was certainly both!”

As a first-time TLC client, the Financial Mail chose to run a two-month campaign with the Primedia Unlimited washroom advertising specialist over the festive season.

TLC explains that Financial Mail wished to target business travelling consumers at a time when they are able to ingest its media offering thoroughly.

TLC’s Brett Tucker says, “The quirky typography and illusionary creatives are equipped with strap lines such as “Do you see more than meets the eye?”, “Do you see more than just the obvious” and “Have you paid attention to the words” which have consumers thinking twice about what they are reading whilst reminding them of the Financial Mail’s intellectual content, as a driver to encourage purchase.”

“We’re thrilled that brands such as Financial Mail are exploring lifestyle advertising and we are confident that client will be pleased with the exposure and message uplift inherent in washroom advertising.”

When Ster Kinekor wanted to target Fourways based motorists to promote its two cinemas within Fourways Mall and Cedar Square, it called on Primedia Unlimited subsidiary brandyourcar.com to spread the word.

Reinhard Korb, Head of Sales at brandyourcar.com says that the direct target audience would be people who frequent these two malls. “Ster Kinekor wanted specific visibility around the Fourways Mall and Cedar Square shopping centres, primary schools within the area and busy arterial routes in and around these high income suburbs,” he says. “The beauty of the brandyourcar.com database is that we were able to drill down to these specifics, including the directive that the selection of privately owned cars had to be weighted in favour of women drivers with children.” 

Created by DDB South Africa, the tag line of the campaign is ‘so much fun the whole family will want to come along’. The benefit to the consumer is a promise of ‘tons of fun’.  With the targeted approach of brandyourcar.com, the wastage factor is almost zero.

The campaign communication has been branded on 20 consumer owned vehicles, all of which were carefully selected from the database, to match the Ster Kinekor objectives.  “Total execution took just three days to complete,” says Reinhard. “Another key factor in deciding which vehicles would carry the Ster Kinekor branding was approaching those consumers on our database who indicated a high frequency of visiting these malls in question. The selection was then fine tuned even further by choosing consumers who indicated that “going to the movies” was their favourite leisure activity.”

The brandyourcar.com platform allowed Ster Kinekor the opportunity to have an out of home presence within the specific geographical area at a low investment. There were no limitations with availability of stock or media space within the desired areas.

“The Ster Kinekor brand was well accepted by our selected vehicle owners and we had a 0% rejection level from those selected for the campaign,” he says. “The quick turnaround here allowed maximum exposure for the brand over a specific period of time and we are excited to see the results.”

With the expertise of Primedia Unlimited subsidiary TLC, Jag Insurance product Youinsure is expertly targeting consumers inside washrooms across the country. Via TLC’s standard washroom advertising frames, Youinsure will be targeting consumers in an environment where they aren’t distracted by other advertising messages.

The Youinsure short-term insurance product offers consumers nine different insurance broker quotes and the best insurance rate for their vehicle as well as a quote comparison on their car, home, business and building insurance.

The campaign creative cleverly depicts a man with his hands on his head after smashing his car.  The pay off, ‘We can save you up to 32% on insurance’ clearly sinks in.

The campaign is running in 40 of TLC’s LSM A malls and 20 of its LSM B malls in male and female washrooms nationally and in Cinema washrooms until December 2010. The communiqué urges consumers to send an SMS to Youinsure, promising that a consultant will call them back within five minutes.

TLC’s Brett Tucker explains that this is Youinsure’s first washroom campaign. “The campaign’s basic objectives are to generate leads and build awareness around the brand and its partners, who are the largest players in the insurance industry. The medium’s ability to engage consumer’s attention and encourage call to action was the basis of the insurer signing us on as its advertising partner,” he says.

“Washroom advertising provides an ideal, dominated environment to achieve the objective for Youinsure,” he adds.

Suitably positioned as “the feminine alter ego”, Lady Million is destined to captivate South African women with its stylish, international creative strategically positioned in selected retail hubs for one month.

Lee Curtis, Primall Media’s Executive Head of Sales and Marketing comments, “Two of South Africa’s prominent malls, Menlyn Park and Eastgate will carry Lady Million’s captivating creative. Our media platforms within these shopping centres offer the brand a dominated media environment, ensuring that the fragrance range is top-of-mind during the consumer’s shopping experience.”

In the Menlyn Shopping Centre, Paco Rabanne has secured four large format interior billboards while in Eastgate the campaign showcases on Primall’s Entrance 08 package, consisting of five interior billboards and two double volume escalators.

“As with Paco Rabanne, luxury products have stringent standards in terms of the brand’s aesthetics and presentation.  Because our in-mall advertising platforms provide subtle dominance, are of a high end quality with the applications being constantly maintained, we innately offer the mandatory standards for luxury brands,” adds Curtis.

Dettol has brought yet another innovative washroom advertising campaign to TLC’s strategic washroom holdings throughout South Africa, urging grocery buying consumers to use Dettol in the prevention of catching germs over the holiday season.

The two-month campaign runs in the Primedia Unlimited washroom media specialist’s airport, shopping mall, Cinema Nouveau, Ster-Kinekor and Netcare washroom networks.

“The campaign’s creative has been tactically tailored to suit each specific environment with messages such as, ‘Catch a movie, not germs’ in cinemas, “Catch a thrill, not germs” in malls, “Catch a wave, not germs” in Netcare outlets and ‘Catch a plane, not germs’ in airports,” says TLC’s Brett Tucker. “The images and copy quickly alert consumers to the importance of the family’s defence against germs in the most ordinary holiday environments. A healthy family means a happy holiday!”

To catch consumer’s attention and encourage call to action, the Dettol campaign presents a sms competition where consumers can win one of five holidays worth R300 000. The campaign is splashed across TLC’s Standard Washroom Frames and TLC’s innovative backlit Washroom Mirrors.

The Michelin Tyre Company has signed up with Primedia Unlimited’s large format outdoor advertising specialist, Wideopen, to drive tyre sales over the festive season and into January 2011. Michelin’s successful growth has been due to the technological leadership of its products, unanimously recognised not only in South Africa, but across the world.

Creative partner TBWA alongside media agency MediaEdge ensured that Michelin’s large format outdoor campaign captures consumer attention with its ‘Outlast the road’ communiqué, drawing attention to Michelin’s 70 000km warranty.

The creative on Wideopen’s Melrose Arch site, situated along the M1 highway between the Corlett Drive and Athol Oaklands off ramps is visible to traffic travelling in both directions on the M1.

“This Melrose site offers major impact on one of Gauteng’s key arterial routes, in close proximity to major businesses and the up-market Melrose Arch centre. It’s an impressive way to speak to 220 000 commuters a day,” says Ryan Cohen, Wideopen’s Sales Director.

The supporting site at Katherine Street in Sandton is visible to traffic travelling on Katherine Street towards the N1. “This site is in close proximity to up-market restaurants and hotels in the area, giving it the added advantage of not only being visible to normal everyday traffic but also to visitors staying at the Park Inn Hotel,” says Cohen. “Approximately 90 000 vehicles pass the site every day.”

Primedia Unlimited’s golf cart GPS advertising specialist, Golf Unlimited, has signed on Brandhouse, one of South Africa’s leading premium alcohol beverage companies, to run a one-month ad campaign for leading whisky brand Bells. Golf Unlimited takes Bells to top end golfers across 30 of South Africa’s premium golf courses, including Blair Atholl, Arabella, Peacanwood and Fancourt, to name a few.

Golf Unlimited has the exclusive rights in the country to offer advertising space on GPS units fitted in over 1100 golf carts in 30 of SA’s four and five star golf courses.

Through clear and simple creative, Brandhouse will be taking advantage of the Golf Unlimited platform to engage with the select community of the upper echelon of golfers who consume Bells. The strategy aims to ensure that the brand remains top of mind, as well as increases the selection of Bells Special Reserve at the clubhouse bar over the festive season.

Richard Brodrick, Bells brand manager comments, “Bells is firmly entrenched in the golfing community and we see the Golf Unlimited GPS screens as a logical extension of Bells’ involvement in the game. We like the fact that the creative can be cleverly designed and communicated in order to build the golfer up to ordering Bells in the clubhouse bar.”

Through Golf Unlimited, advertisers have unprecedented reach of over 400 000 top end golfers annually. Advertisers receive exclusive, uninterrupted exposure from the tee to green. Given that these golfers spend on average of 14 minutes per hole, the dwell time is unprecedented in any form of media and advertisers are able to make an impression by delivering subtle but memorable brand messages whilst individuals enjoy their leisure time.

Golf Unlimited’s MD, Pieter Groenewald explains “Our research into the market reveals that these golfers range comfortably between LSM 8 – 10. For luxury brands the opportunity is obvious. We’re excited to see the impact on Bells sales.”

In addition, client required part of the campaign weighting to shift to the coastal areas with holidaymakers over the festive season.  As a result, the final selection process done via brandyourcar.com’s two-way communication with its database, 60% of the Gauteng based vehicles will be those travelling to coast during the December holidays, ensuring that the brand remains top of mind to other consumers. Optimal visibility will be gained on busy roads and specific environments within high income suburbs, as the target audience travels to holiday destinations.

Client required exposure to men and woman with a household income of R20 000 and above and guaranteed equal visibility in Joburg and Cape Town – around shopping centres and on busy highways. Once qualifying vehicles were selected, campaign branding was then applied to each vehicle to create the country’s first consumer fleet of moving billboards.

Reinhard Korb, Executive Head of Sales at brandyourcar.com explains, “To promote the new range, SC Johnson were looking for a more relevant and innovative advertising platform which could be easily associated with the product. brandyourcar.com’s offering was hence a natural fit. We were not only able to geographically match client objectives, but were able to do gender matching to fit the gender specific creative. Our databases allowed us to select Yaris and Polo’s – both which represent the profile of Glade Auto’s target audience, and are perfect vehicles for creative application. We were also able to zone in on only white and silver vehicles, as per client’s instruction. We’re delighted to have SC Johnson on board and to see the first fleet of handpicked branded vehicles hit the streets.” 

Tying into Glade Auto’s TV campaign crafted by DraftFCB, the tag line “Everybody will want in” accompanies creative imitating passengers sitting inside the branded vehicle. Tailored gender specific creative ensures further relevance to the driving brand ambassadors, as well as to the on looking consumers who see the vehicles out and about.

“For Glade Auto brandyourcar.com provides an exclusive, mobile platform within environments where its typical consumers spend time over busy holiday periods. Not only are we unlocking the potential for brands to access specific consumers in any environment, we’re enabling the owner of the vehicle to effortlessly earn additional income in challenging economic times.”

Hollard Insurance has selected two of Wideopen Platform’s high impact mega building wraps for its We Get You campaign running until the end of November. The campaign aims to demonstrate to consumers that it understands individual’s needs to be who they want to be, while the group takes care of their insurance needs.

The We Get You campaign, created by Mortimer Harvey showcases regular individuals whose shadows cast on the background, project who the individual aspires to be.  The outdoor campaign targets LSM 7-10 consumers in Durban’s Smit Street and Johannesburg’s Anderson Street.

The prime site in Johannesburg is situated along a pulsing taxi route and is strategically located along the M1 highway. The mega sign is highly visible from the M1 South split, to traffic moving along the M1 in both directions.

“At a total size of 636m², this hoarding draws the attention of the commuters in the 120 000 vehicles that travel this main arterial every day,” says Wideopen’s Sales Director Ryan Cohen.

The Durban Smit Street site is visible to all traffic travelling on Smit Street towards the M4 South Coast.

“This Durban signage offers Hollard prime advertising space in Durban’s CBD, targeting thousands of vehicles that traverse the area daily. We believe that the combination of the sites will command the desired attention and appeal to the individual,” adds Cohen.

Tang Apple Sours continues to get everything it needs from TLC’s targeted and gender specific backlit mirror media platforms.  The brand has once again signed on with the Primedia Unlimited washroom advertising specialist for another 12 months to focus on Tang Original.

South Africa’s leading manufacturer and marketer of fine wines, spirits and ready-to-drink alcoholic beverages, DGB, called on TLC to ensure that its Tang Apple Sours remains in the spotlight. This will be the fourth year of association between DGB and TLC. 

“DGB has secured the national rights for our Digital Mirror Media across 85 style bars and 85 sports bars, alternatively throughout the year, giving it exposure to over one million consumers who frequent these venues monthly,” says TLC’s Brett Tucker.

The campaign targets LSM 8+ female consumers between the ages of 18 and 40 in the washroom environment inside these bars.

“DGB generates awareness that the shooter is readily available for purchase at the venue,” says Tucker. “What’s more, the brand’s consumer profile is an ideal match for the profile of female consumers who frequent upmarket style bars,” he adds.

In a bid to support the Lead SA initiative, Primedia Unlimited’s shopping mall advertising subsidiary, Primall Media, will be running the Lead SA campaign on its Digital Ad Screens in shopping centres across the country.

Lead SA is an initiative launched by Primedia Broadcasting and supported by Independent Newspapers, which calls on South Africans to respect the country’s laws and lead by example.

“As South Africa is plagued by violent crime and corruption, the initiative encourages immediate action and urges South Africans to challenge negativity, spread an attitude of hope and positivity through their thinking and behaviour – and to be law abiding as an example to others – making the country a better place,” says Primall’s Lee Curtis.

“Primall Media whole heartedly believes in this initiative and pleased to be a part of it in any way that we can.”

For the first time in South Africa, consumers are earning up to thousands of Rands for simply driving their daily routes while carrying campaign branding on their vehicles. A subsidiary of Primedia Unlimited, brandyourcar.com recently launched the private vehicle branding concept in SA, enabling consumers to effortlessly earn additional income during tough economic time.

Reinhard Korb, Executive Head of Sales at brandyourcar.com explains “We’re delighted to be able to make a difference in consumer’s lives by giving them the opportunity to earn additional income to alleviate covering monthly expenses and running their households. We’ve had an overhwhelming response from interested consumers and are made more and more aware each day of how many South Africans stuggle to keep families and households afloat.”

All consumers need to do to be eligible to earn additonal income is fill in the application form online at www.brandyourcar.com, its as simple as that! That then allows the brandyourcar.com team to match your profile to advertisers’ objectives.  The matching could be based on  specific details such as the type and colour of the vehicle, daily routes travelled, gender and age of the driver as well as lifestyle demographics.  As long as cosumers are listed on the database, they stand a chance of beign selected.

Danilo Ilha, a consumer selected for a brandyourcar.com campaign comments “being selected for the campaign was such exciting news! My experience with the Brandyourcar.com website has been positive, the service and feedback I received on my application was always informative, easy to follow and I was kept up to date on the process. Being part a branded car campaign is a new experience for me and most likely it will not be my last! I’ll be using the money earned from the campaign to buying gifts over the Christmas season.”

Donelle de Vos, an expectant mother who was selected for a brandyourcar.com campaign says “I was delighted to be selected – who could ever think you could get money in your pocket for driving around and sitting in traffic, which you do everyday anyway? I’ll be using the money earned to pay of debt and to spoil my family.

The whole process was so easy – everything was arranged with me beforehand, the team were professional and were done in two ticks! Great service for something you get paid for! The whole experience was easy and efficient. Its as simple as registering online and waiting for your car to be selected. Then just following some simple instructions and driving like you always do!”

Once consumers are selected for a campaign, they are advised of the brand to be advertised on their vehicle and are given the opportunity to either opt in or out. Advertising typically remains on consumer’s vehicles from a few months to a maximum of two years. The longer the campaign, the higher the earning potential for the driver.”

Once consumers agree to be part a particular campaign, branding is applied at a selection of outlets by branding specialists. To trigger payment for participation, drivers merely email a monthly photograph and some other details of the vehicle to prove that the branding has been maintained.

Depending on the product advertised, consumers may be offered product samples, discounts, vouchers and hampers so that they can experience the brand first hand.

For further information visit www.brandyourcar.com

TLC’s new client Nutrilida Gyna Guard, has found the ideal way to communicate with its female target audience in an environment where they can absorb the advertising message in private and without embarrassment.

Nutrilida Gyna Guard recently contracted the Primedia Unlimited washroom advertiser for a four-month campaign to communicate a message of a personal nature to women, in private, whilst they are inside the washroom cubicle.

The creative is exceptional, with the message: ‘Burning? Discomfort? Odour? Itching? Don’t beat around the bush’ very cleverly written under a picture of a women’s underwear being pulled down her legs.

“The campaign is running in female washrooms at all 40 of TLC’s LSM A shopping malls, where the target audience is easily able to purchase the product from retailers inside the mall,” says TLC’s Brett Tucker. “It is also running nationally in 19 Planet Fitness Gyms and one Cycle Lab washroom.”

The Gyna Guard Intimate Care range is specifically tailored to cleanse, treat and protect ladies intimate areas, leaving them clean, fresh and cared for.

Handy Andy, a household name in cleaning agents for generations, recently selected Primedia Unlimited’s shopping mall advertising specialist, Primall Media, to add some sparkle into its marketing campaign and to promote Unilever’s new multi-surface cleaner, a fizzing spray.

Just as Handy Andy is a loved brand in South Africa, it selected a renowned advertising name, Primall Media, to get its message across to consumers. To garner consumers’ attention, Kinetic and Handy Andy selected the use of six of Primall’s innovative shopping mall Icons for a three month burst inside Cavendish Square as well as a Parkade Package at Cresta.

According to Primall’s Lee Curtis, South African homemakers have learnt to trust Handy Andy to take care of their beautiful homes. “That’s why the Handy Andy shopping mall advertising campaign mainly targets female consumers, the purchaser of the product, to inform them about its Handy Andy Actifizz,” he says.

Actifizz is designed for keeping up with the everyday mess that living in a busy household creates. It gets to work quickly on spills and messes and fizzes the dirt away, fast!

“Our Icons are placed around the mall, either in the centre of the main walkway or near the escalators,” Curtis explains. “The number selected enables comprehensive coverage of the mall floor plan for the brand,” he adds.

TLC’s washroom advertising frames and super-sized decals will soon be brought to life by EA Game’s new offering ‘Medal of Honor’, which is now available in South Africa for the Xbox 360® videogame and entertainment system, PlayStation®3 computer entertainment system and PCs. 

Targeting male consumers between the ages of 18 and 30, the one-month Primedia Unlimited subsidiary’s washroom advertising campaign for Medal of Honour takes place in TLC’s Cinema washroom holdings at both Ster Kinekor and Nu Metro theatres country wide for one month.

TLC’s Brett Tucker says that forty of the cinema washrooms will display the game’s creative. “This incorporates an SMS element where consumers can redeem a 20% discount on purchasing the game at CNA outlets within the malls,” he says.

Co-developed by EA’s Danger Close™ Studio in Los Angeles and DICE in Stockholm, Medal of Honor heralds the return of EA’s storied first person shooter franchise with award-winning multiplayer combat and authentic single-player incursions. Set in today’s real-world war zone and inspired by actual missions in Afghanistan, Medal of Honor was developed with unprecedented access to the U.S. Army as well as active and retired Tier 1 Operators.

The game brings a new level of authenticity to interactivity, inspired by soldiers’ stories from the war in Afghanistan, which the NY Times Magazine calls, “…transgressively real.”

FlirtZone, a subscription-based contact dating service, has contracted South Africa’s washroom advertising specialist, TLC, to target male and female consumers over the age of 18 who are looking to securely hook up, date or flirt.

Running until December 2010, the washroom campaign will flight in the Primedia Unlimited subsidiary’s Airport holdings, Nightlife Venues, Style Bars, Sports Bars and its Soweto holding.

TLC’s Brett Tucker explains, “TLC has provided FlirtZone access to 250 thriving venues nationally, enabling it to target and connect with thousands of upper LSM consumers.”

The washroom advert prompts consumers to SMS the word ‘Touch’ to the FlirtZone registration line, after which they can opt in, subscribe, view and connect with other members on www.flirtzone.co.za.

“The creative further encourages consumers by offering them one day free membership to explore the service before they sign up,” adds Tucker. “The beauty of reaching consumers whilst they’re in the washroom is that they have time to not only absorb the message, but to respond to the advertising prompt, in private.”

Vodacom has again selected the exclusivity and prime position of TLC’s Jet Store holding to communicate with its consumers.

TLC, Primedia Unlimited’s washroom advertising specialist, will run Vodacom’s creative inside its prominent A3 Frames across 220 Jet Stores in South Africa for a fourth year running.

The campaign very cleverly promotes pre-paid Vodacom packages inside the Jet Stores, where cellphones and airtime are readily available to purchase.

“Vodacom’s renewal is due to the success of its previous campaigns with TLC. The cellular network provider has gained massive market share within the Pre-paid market from within Jet stores nationwide, hence the renewal of its year-on-year contract with us,” says TLC’s Brett Tucker.

The latest campaign, geared around a cellphone and a good pre-paid deal, targets consumers who prefer the pay as you go option, but still want the benefit of receiving a free phone and other value adds and savings.

The message, ‘You always get more with Vodacom’, certainly draws consumer attention.

To promote the rebranding of Cell C in key shopping malls where its stores are located, the cellular provider has selected Primall Media, Primedia Unlimited’s shopping mall advertising specialist, to ensure Cell C’s new Trevor Noah campaign dominates malls nationwide for two months.

Targeted at LSM 4-10 cell phone and data users, the mall advertising campaign makes use of Primall’s Hanging Banners, Escalators, Lift Doors, Interior Billboards, Exterior Billboards, Light Boxes, Lift Billboards, Booms and Digital Ad Screens in Cavendish, Cresta, Eastgate, Fourways Mall, Gateway, Menlyn Park, Nelson Mandela Square, Pavilion and Sandton City. The Cell C banners not only alert consumer’s attention to the brand, but signal the outlets offering free coffee to customers.

Messages on lift doors such as “I will take your problems to the top, or don’t let your problems get you down Cell C is changing” very cleverly draws attention to Cell C’s appointing Trevor Noah as its CEO (Customer Experience Officer) and highlights its promise of offering a better service – by listening to its customers.

 “The new Cell C Trevor Noah campaign makes it evident that the cellular provider is committed to change and developing into the finest service provider in the business. Mall media is able to very effectively create a big brand presence for the new campaign within an environment where consumers are able to go into the store to find out more information and experience the improved first hand,” says Primall’s Lee Curtis.”

Ster Kinekor has selected Primall Media, Primedia Unlimited’s shopping mall advertising specialist, to alert consumers to its new 3D movie theatres located inside shopping malls nationwide.

Primall’s multiple inventory shopping mall campaign sees the captivating Ster Kinekor creative speak to consumers on Parkade Booms, Lift Doors, Escalators and Hanging Banners at Brooklyn Mall, Cavendish Square, Cresta Shopping Centre, Eastgate, East Rand Mall, Fourways, Gateway, Greenstone, Kolonnade, Maponya Mall, Sandton City, Tygervalley and The Zone@Rosebank.

“Running until December 2010, Ster-Kinekor aims to generate exposure for its 3D cinemas, educate shoppers about the unsurpassed 3D cinema experience and drive home Ster Kinekor’s ‘The only place to truly experience 3D’ positioning,” says Lee Curtis, Primall’s Executive Head of Sales and Marketing.

“Malls have become our playground and lifestyle destinations where youngsters hang out, families stroll and business people connect.  From Fashion Courts to Food Courts, Banking Malls to Cinemas, our malls offer something for everyone and attract millions of people on a daily, weekly and monthly basis. With the cinema’s being situated in the centres, mall advertising is the obvious choice to ensure that shoppers are alerted to Ster Kinekor’s new technology.”

It’s not often that a brand finds a form of advertising in the exact same place that the product is used. Closemyer is the brand exception which has contracted Primedia Unlimited subsidiary TLC to promote its range of toiletries in male and female washrooms across the country.

Commencing in November, Closemyer’s creative will be strategically positioned inside TLC’s Standard Washroom Frames, showcasing the range of products which offer value for money to a wide variety of consumers who want their homes to be clean and smell fresh.

“Our network of washroom advertising platforms provide a brand dominated environment which enables the advertiser to generate awareness in a location relevant to the use of the products,” says TLC’s Brett Tucker.

“What better place is there to market toiletries and air fresheners other than in public restrooms that your target market makes use of whilst shopping? The creative triggers interest and onsite sales,” adds Tucker.

First time advertiser Duphalac has signed a one month campaign with indoor advertising specialists TLC, a subsidiary of Primedia Unlimited. Manufactured by Solvay Pharma, the brand aims to target consumers in mall washrooms and expectant mothers in doctor’s restrooms.

“Constipation is not a topic any person wants to freely discuss,” says TLC’s Brett Tucker. “The advantage of communicating this product in the washroom space is that the consumer can choose to engage with the message and thereafter, trial the product.”

The campaign is running in washrooms either in shopping centre malls, where the product can be easily purchased, or in doctor’s rooms where ladies are comfortable in discussing the issue of constipation and treatment methods with their caregiver.”

The 30 day campaign is targeted at women only in 35 malls nationally and 25 Netcare maternity washrooms.

When Tiger Brands wanted to introduce its new variant of Jeyes Fluid toilet detergent to women in the 7-10 LSM groups, it looked no further than TLC’s national network of shopping mall washroom frames.

Over the next three months the targeted campaign in 34 leading SA malls aims to catch the eye of 7-10 LSM women over 25, to not only introduce them to the new variant but educate them of the product’s unique capabilities.

“Within the washroom environment we are in the unique position to isolate advertising to ladies only. Jeyes is therefore able to not only hone in on its target market, but dominate the environment and capitalise on the extended dwell time that consumers spend in the space. Latest statistics from the South African Council of Shopping Centres reveals that over 34 million people traverse the selected malls on a monthly basis – making it a prime location for brands to have presence at the point of purchase,” says Brett Tucker, national sales manager of TLC.

“The relevance of advertising the product in the washroom space, to ladies only, was a natural fit. TLC’s network of washroom advertising solutions, are situated within close proximity to relevant points of purchase within shopping malls, keeping the product top of mind.”

Capitalising on increased foot traffic in South African shopping malls  between now and leading up to the end of the year, Converse has chosen Primedia Unlimited’s shopping mall advertising specialist, Primall Media, to generate awareness for its range of shoes.

Skewed towards a younger target audience, the national campaign takes place at Cavendish Square, Gateway, Maponya Mall, Menlyn Park, The Pavilion and Sandton City shopping centres until the end of November.

Converse selected multiple Primall Media touch points inside these shopping malls to ensure that it was able to break through the clutter, and reach consumers in an environment where they are close to the point of purchase. Dharmesh Nagar of Mercury Media explains that they strategically forged the relationship between Converse and Primall Media as they were confident that the match between client objectives and the benefits of mall advertising would form the basis of a synergistic partnership.

The creative, featuring the payoff line, ‘You’re It. You’re Up. You’re On’ has been placed on Primall’s strategically located Hanging Banners, Lift Doors, Interior and Exterior Billboards and Parkade media platforms for the duration of the campaign.

Primall’s Lee Curtis comments “The main objective of the Converse campaign is to heighten awareness of the brand’s latest offering whilst consumers traverse the retail mile. Each of our mall’s advertising platforms are designed to influence consumer behaviour and effectively use the natural traffic flow within each centre.”

“For us the key to successful advertising at the point of purchase is to clearly understand the client’s objective, which audience needs to be reached and then to match the relevant package to the client, brand and creative. Often when in the mall space, shoppers are unsure of which brands to buy. Clever, striking advertising undoubtedly influences the purchase decision making process and can add to the overall experience the shopper has with that brand,” adds Curtis.

In August Primall Media’s interactive Digital Ad Screens captured the attention of hungry shoppers inside South Africa’s leading malls, promoting McDonald’s renowned breakfast meals, McValue meals and the all-new Shrek campaign.

Selecting the Primedia Unlimited’s shopping mall advertising specialist to put the campaign out into the public eye was a sound move, considering that its Digital Ad Screens are located in the majority of malls where McDonald’s has outlets. These include leading centres Canal Walk, Cavendish Square, Eastgate, Gateway, Loch Logan, Menlyn Park, Cresta, Sandton and Nelson Mandela Square.

 Primall’s Executive Head of Sales and Marketing comments “The beauty of our Ad Screens for a brand like McDonald’s, is that the digital presentation and strategic positioning of the units ensures exposure to the millions of shoppers who are likely to make food choices during their visit to the mall. ”

 Tying into the 3D ‘Shrek Forever’ movie, the McDonald’s promotional creative showcased the friendly, green swamp-inhabiting ogre and his limited edition Ogre-licious Cream Soda Float and Shake Shake Fries. Underneath the advertising a shrink back shows consumers a photograph of the outside of the store so they know what to look for, as well as how to navigate to the McDonald’s restaurant.     

McDonald’s Daniel Padiachy explains “Primall’s Digital Ad Screens gave us a medium to communicate to our customers in a way that is easy to understand, simple to navigate and effective in delivering the key message we wanted.  It is also something that is new and exciting and as a brand that is constantly innovating, this new channel was worth investigating to engage customers on a different level. It is also a very cost effective medium to use to reach customers that are in a captive space.”

Following a successful washroom campaign executed earlier this year, Beyer contraceptive medication Yaz has again signed on with Primedia Unlimited’s washroom advertising specialist, TLC – this time to highlight contraception month.

TLC will feature the Yaz creative in its Standard A4 Washroom Frames in female washrooms in cinemas nationwide, enabling ladies to easily absorb the advertising message during their dwell time.

TLC’s Brett Tucker comments “Because washroom advertising delivers a captive audience, it ensures high levels of message uplift as well as a low wastage approach to  communication by being able to speak to a specific gender. Because our washroom holding can be segmented into environments frequented by young ladies, Yaz is able to relay its communiqué to its target market who are in a crucial family development phase.”

Tucker believes that the female-only creative is ideally suited to the TLC advertising medium as within the washroom Yaz is able to alert women to the birth control product and drive contraception awareness during the campaign period.

Eskom is getting its message across loud, clear and without waste thanks to Wideopen Platform’s  innovative large format outdoor advertising campaign, prominently positioning Eskom’s ‘Use only what you need’ drive nationwide.

The energy supplier has signed on with Primedia Unlimited’s outdoor advertising specialist, to ensure strategic large format outdoor coverage across the country from month to month.

“The creative is absolutely brilliant for the outdoor medium,” says Wideopen’s Sales Director Ryan Cohen. He explains that whilst the sites are extremely large in size, Wideopen suggested that only one panel be used for the creative with the others left blank, so as to communicate the message with the most impact.

 The message, ‘Use only what you need’, really draws attention to how much electricity many consumers waste.

“Eskom puts its money where its mouth is and drives the message home by also ensuring that only certain portions of the site are illuminated at night,” adds Cohen.

Media planning and buying for the campaign was handled by The MediaShop.

Pharmacists and consumers alike will be pleased to know that Canova, the popular immune response modifier is back in South Africa and is now being marketed and distributed by Pharmachem Pharmaceuticals. To spread the word to pharmacists and ultimately to consumers, manufacturer Pharmachem has signed with X/procure

Fuaad Bhayat of Pharmachem says “ We chose to partner with X/procure^® based on the system’s unique advertising platforms which effectively promote the Canova campaign to over 1000 pharmacies nationally to ensure that the brand remains on top of mind amongst pharmacists.”

For an intense two month period, Pharmachem has elected to utilise X/procure^®‘s screensaver and banner ads to communicate the Canova returning to market. Andrew Solomon, X/procure^® ‘s National Sales Manager comments “The directness with which the messaging engages our pharmacy network will ensure the brand hits the market, and subsequently the consumers, in a big way.”

X/procure^®’s advertising platforms, appearing on the PC screens of pharmacists, pharmacy assistants and front shop staff will act as a regular reminder of the brand, and will prompt pharmacists and support staff to recommend it to relevant customers.

“We’re confident that our campaign will play a great part in Canova regaining its market share and gaining new users. Over the two month period, we will also reinforce to our pharmacists that there are distinct differences between Canova and its competitors,” adds Solomon.

Canova is effective in the treatment of immune compromised and auto immune conditions. 75 000 to 80 000 consumers used Canova every month. Internationally patented with a unique formulation of 17 active ingredients, the formula works specifically on activating white blood cells. Canova is the only patented immune response modifier of its kind, with 15 internationally published clinical studies proving its effect on the immune system.

Primedia Unlimited washroom advertising specialist TLC,  is not only perfectly situated to assist PharmaChoice promote and market its ArthroChoice product, but will  be the first to use TLC’s newly introduced Shower Decals to reinforce the brand amongst health fanatics at Planet Fitness gyms countrywide.

TLC’s Brett Tucker comments “The national campaign secures a number of our branding solutions. Firstly, the standard Washroom Frame educates gym goers about the product then our new shower decals create the real WOW factor. In essence the Shower Decals effectively create mini billboards in the change rooms and the combination of the elements enables ArthroChoice to dominate multiple touch points in one environment.”

The Arthrochoice campaign is live for two months, aiming to alert active Planet Fitness members to the importance of taking good care of their joints. “Running and exercise put joints under strain, the creative of a person running on feathers effectively communicates ArthroChoice’s positive effect on joint movement,” concludes Tucker.

Powerade and washroom advertising specialist TLC have again stretched the boundaries of interaction with its latest consumer campaign. For the first time South Africa sees the wrapping 108 water coolers in 18 Planet Fitness gyms across the country for eight months.

Booked by one of South Africa’s largest media agencies, The MediaShop, Powerade’s new promotion, a first of its kind, generates awareness of the hydration benefits of its brand to gym goers and sports people while they are on the gym floor and in need of liquid refreshment.

TLC’s Brett Tucker surmises that active people know that they need to put back what exercise and sport take out.

“That’s why Powerade has branded the water coolers inside the gyms and booked TLC’s advertising frames above each water cooler. Not only does the branding get Powerade’s rehydration message to consumers at a crucial time, but colourful water coolers and frames brighten the previously neutral environment ,” says Tucker.

The campaign targets active gym-goers and health conscious consumers. “Powerade drives the message home where people are training and need to remain hydrated. The environment is ideal when it comes to ensuring that consumers absorb the advertising message,” he adds.

To promote this revolutionary approach, LSSA partnered with creative force King James, Dare Media and Primall Media to introduce the Levi’s® Curve ID campaign to South Africa as part of the Levi’s^® Global Women’s Initiative.

Aimed at gaining exposure to women aged 16 to 24 years of age in the LSM 7 – 10 categories, the mall advertising platform was chosen as a great avenue to nationally access the target market and make them aware of the significant new initiative. Realising the value of mall advertising, LSSA  is utilising Primall’s network of Digital Ad Screens to bring the Levi’s® Curve ID campaign to our busy malls, which have become fashion hunting grounds for women everywhere.

Through its research, Levi’s^® designers have created a whole new approach to getting fitted for jeans which involves measuring to determine the difference between her hip and seat area. This will help identify her as one of the three distinct body types that account for 80 percent of women’s shapes universally.

The Levi’s^® Slight Curve jeans are designed to celebrate straight figures while the new Demi Curve best suits the evenly proportioned figure. The Bold Curve is designed to honour genuine curves and in addition, exclusive to Africa, Levi’s^® Eva jeans – inspired by local fit trials which revealed a definite need for jeans to address our unique African curves.

“Not only are our Digital Ad Screens interactive mall directories, they also offer advertisers the opportunity to promote their brands and services in high definition in key locations throughout our network of malls,” says Primall’s Lee Curtis. “It makes sense for Levi’s^® to increase the awareness of its shape inspired range in an environment where women spend their money during numerous hours of dwell time.”

As part of its through-the-line activity, the Levi’s^® brand partners with Primall Media until the end of October this year.

Based on the success of its shopping centre advertising campaign executed by Primall Media between December 2009 and July 2010, Nashua Mobile has renewed its advertising partnership with the Primedia Unlimited subsidiary until August 2011.

During the initial campaign to drive awareness of Nashua Mobile stores and their offerings, the Digital Ad Screen platform proved its efficacy through an increased number of store find requests. The Digital Ad Screen campaign ensured that Nashua Mobile was the most searched for cellular provider on the Ad Screens, even in malls where Vodacom, MTN and Cell C stores were present.

For the new advertising deal, Nashua wishes to make consumers at the point of purchase aware of its monthly data and mobile offerings. A national advertising package was selected to span malls housing Nashua Mobile stores including Canal Walk, Cresta, Fourways Mall, The Glen, Loch Logan, Nelson Mandela Square, Sandton City and Riverside Mall.

Lee Curtis, Primall’s Executive Head, Sales and Marketing says, “Driven by client’s objective to be top-of-mind, to encourage consumers to visit their outlets and select Nashua Mobile when making cellular purchases, ourselves and media agency Starcom were specific in selecting locations in which to feature the campaign. The resulting Nashua mall holding allows for brand domination in key areas where the core target market is most likely to take note of the message.

Having Nashua Mobile recommit its advertising with Primall for a year is a huge vote of confidence in the efficacy of our Digital Ad Screens. We look forward to the response of the new campaign and are confident that the digital platform will again deliver the desired awareness.”

Don’t just watch movies, experience them in 3D at Ster-Kinekor‘s 3D Theatres. This is the advertising message that will be brought to all movie-goers by Ster-Kinekor via Primedia Unlimited’s large-format, outdoor advertising specialist, Wideopen Platform, from 1 October.

The media rollout has been based on Ster-Kinekor’s 3D site openings, and phased accordingly over the next six months.

“The team identified that in targeting consumers, the ultimate objective is to ensure that Ster-Kinekor’s 3D communication speaks to them right up until they purchase their 3D movie ticket,” says Ryan Cohen, Wideopen’s Sales Director. 

“The national campaign commences on 1 October in synergy with Ster-Kinekor’s 3D rollout plan, and continues until March 2011. The overall objective is to ensure that Ster-Kinekor owns the 3D category in South Africa, whilst one of the short-term objectives is to drive feet to the new 3D theatres.”

Wideopen’s outdoor platform selected for the Ster-Kinekor campaign is its Car Bazaar site – located on the corners of Leopold Road and Field Street in Durban. The site is visible to all traffic on Soldiers Way moving into the CBD, and traffic on Leopold Road moving onto the M4 South.

“This highly visible site is located at a primary traffic exit from the city, leading to both the M4 and N3 highways,” says Cohen. “Multiple intersections on the adjacent road and traffic coming from the beach areas, the CBD and Wilson’s Wharf make it a prime location to generate LSM 5-10 consumers’ interest.”

Fiaz Mohammed, CEO of Ster-Kinekor explains “The launch of 3D is a priority for Ster-Kinekor. A substantial focus for the next fiscal will be been allocated to support the launch of the 3D sites around the country. Our objective is to ensure that Ster-Kinekor’s 3D communication speaks to consumers from as far as the outdoors, right up until they purchase their 3D movie ticket.”

Pharmaceutical manufacturer The House of Zinplex has announced the renewal of its advertising partnership with Primedia Unlimited subsidiary X/procure^® for the fourth consecutive year. Based on the successful Zinplex^® Moisturising Cream ad campaign flighted on the X/procure^® system in 2009, the ongoing partnership will continue promoting the moisturising cream formulation to pharmacists around the country for a further six months.

Zinplex^® Moisturising Cream is founded on Zinc supplement combination research, with a formulation proven to alleviate skin conditions such as acne, eczema, cold sores and the common cold.  Through the use of X/procure^®’s screensaver advertising and banner advert, the new Zinplex campaign aims to maintain awareness of the benefits of the cream amongst procuring pharmacists.

X/procure^®’s JD Henderson explains “Having partnered with The House of Zinplex since 2006 and now receiving a further commitment into 2011, this solidifies our belief in the effectiveness of pharmaceutical advertising on the X/procure^® electronic procurement system.”

“Pharmacists have access to the Zinplex advertisements at the point when they place their electronic orders,” he says. “93% of our pharmacy base utilise our system on a daily basis, providing an ideal opportunity for manufactures to advertise, promote and create awareness for their brands. Ask Zinplex, it works!”

Primedia Unlimited shopping centre advertising division Primall Media has been appointed by Momentum to assist them in reaching aspirant Soweto shoppers for the next month. Making use of Primall’s advertising platforms in the Maponya Mall, the Momentum campaign goes to market to highlight its new store in the mall as well as to alert shoppers of its Achieva Network offering.

To drive home it’s communiqué in an instant, Momentum has selected Primall’s Hanging Banners at the main entrance at Maponya, ensuring that shoppers are targeted as they enter the centre.

Lee Curtis, Primall’s Executive Head of Sales and Marketing explains, “Not only does mall advertising assist Momentum in creating awareness of its Achieva Network packages, it strategically alerts shoppers of its brand new store just steps away. The Momentum communication is perfectly poised to be exposed to the 1.5 million shoppers who visit Maponya Mall each month. We’re confident that the campaign will enable Momentum to engage with its target market en masse.”

Primedia Lifestyle claimed 40% of the total awards this year, with the other 60% divided amongst 14 other companies, with the next placed marketing consultancy achieving 7 awards or 14% of the total. The company won 25% of the awards in Gauteng, Free State and Mpumulanga, 45% of the awards in the Western Cape, 50% of the awards in the Eastern Cape and 78% in KZN.

The Footprint Awards are based on overall effectiveness of South African mall marketing strategies, evaluated against criteria including concept, execution and the degree of success achieved, evidenced by an increase in foot count, centre turnover and publicity received. The Awards celebrate creative distinction and brilliance in the various fields of the marketing industry.

Primedia Lifestyle’s pedigree dominated excellence in all regions (Gauteng, Free State and Mpumalanga, The Western Cape the Eastern Cape and KZN), with its Gold Footprint campaigns now eligible to compete for the prestigious Spectrum Award in November.

Primedia Lifestyle MD Paul Carsley comments “Winning 16 Footprint Awards in 2009 and now 20 awards in 2010, is a phenomenal achievement – totally unbelievable. Our benchmark has moved significantly and we’re delighted that our marketing solutions are not only market leading and award worthy, but deliver results for our centres.”

Primedia Lifestyle’s 2010 Footprint Awards include:

4 out of 7 Gold Awards:

 Centre                                                         Campaign                                      Category

Gateway                                                      World Cup 2010                              Category Integration

Cavendish Square                                      New Faces Search                        Sales Promotions / Events

Bushbuck Ridge                                          Hola Taxi                                         Community Relations

Cavendish Square                                      Football, Fashion & Fine Art   Public Relations

9 out of 24 Silver Awards:

 Menlyn Park                                               Get Hitched                                  Sales Promotions / Events

Menlyn Park                                               Soccer World Cup                       Sales Promotions / Events

Tyger Valley                                                Annual Magazine                       Advertising

Irene Village Mall                                       Absolute Cow                             Advertising

Hatfield Plaza                                             Brand Your Car                             Advertising

Cavendish Square                                      Celebrating the Fabulous        Sales Promotions / Events

Cavendish Square                                      Celebrating the Fabulous         Public Relations

Umlazi Mega City                                      Red Carpet Celebrity                  Sales Promotions / Events

Gateway Theatre of Shopping                  Super Size Your Summer       Sales Promotions / Events

7 out of 19 Bronze Awards:

 Vincent Park                                               My Vincinity                                 Category Integration

The Workshop                                            Cleaning up our World                Category Integration

Gateway Theatre of Shopping             gatewayworld.co.za Revamp    Digital Marketing

Pine Crest Centre                                       Local Service is Lekker               Sales   Promotions / Events

Menlyn Park                                               The Beach                                           Sales Promotions / Events

Riverside Mall                                            Jungle Club                                       Sales Promotions / Events

Musgrave Centre                                       Akon                                                   Public relations

According to Molefi Moloantoa, Divisional CEO at Primedia Unlimited, the accolades received this year are an indication of what organisations can attain by having the right talent executing marketing strategies which are aligned to client’s business objectives. “Winning this number of Footprints is a significant achievement and highlights the depth of talent at Primedia Lifestyle”, says Moloantoa. “This is exceptional industry achievement and I’m proud of our team and the campaigns we’ve delivered to market.”

A first to the South African market, bandyourcar.com offers advertisers the opportunity to brand privately owned vehicles, selected from a database of individuals who made their vehicles available for branding. The consumer’s vehicle then becomes the medium as a moving billboard within targeted audience communities and lifestyles.

Strengthened by Primedia Unlimited’s experience, infrastructure and credibility in the media arena, brandyourcar.com offers advertisers targeted, mobile exposure whilst enabling private individuals an opportunity to earn additional income. 

Reinhard Korb, brandyourcar.com’s Executive Head of Sales explains “For advertisers we’ve created an exclusive, mobile platform within environments where typical consumers spend time – imagine exposure through branded vehicles along their travelling routes to and from the gym, the supermarket, specific primary or high schools, or sitting in bumper-to-bumper traffic on main arterial routes. Not only are we unlocking the potential for brands to access consumers in these environments, we’re enabling the owner of the vehicle to effortlessly earn additional income in challenging economic times.”

Brandyourcar.com offers advertisers an affordable option to enter the world of outdoor advertising without having to deal with typical outdoor restrictions such as limited site availability and council approvals. The brandyourcar.com concept ties in seamlessly with radio, TV and through the line campaign activities, with the added benefit of flexibility and mobility, which traditional OOH media lack.

“For example, a sportswear brand can select to advertise on a specific 4X4’s, driven by men under 35 who travel regularly to the gym and sports clubs,” adds Korb. “These drivers are already the brand’s target audience, plus they go on to become brand ambassadors whilst travelling their regular routes, going about their daily activities. To maximise exposure, we could further incentivise these drivers to use the medium more tactically, for instance by enduring their presence at shopping centres and sport events at specific times.”

From the driver’s point of view, brandyourcar.com believes that besides offering individuals an earning opportunity, branding a car has additional benefits – the vehicle branding protects the vehicle’s paintwork from UV damage, stone chips and scratches and doesn’t cause any damage to the vehicle once removed. According to brandyourcar.com, certain insurance companies will also discount premiums due to branded vehicles being conspicuous and less attractive for theft or hijacking, therefore lowering the insurance risk.

All that is required for individuals to sign up is to log onto www.brandyourcar.com and add their personal details online. Brandyourcar.com will then match advertisers’ objectives with a selection of privately owned vehicles and drivers which meet with specific demographic, geographic and psychographic criteria. The individual would have a final say in the specific advertising, which his or her car has been earmarked for and once the branding applied, to trigger payment, drivers merely download a monthly photograph of the vehicle to prove that the branding has been maintained in order.

“With the opportunity to increase reach and frequency exponentially due to the mobility of the medium, together with geographic, demographic and psychographic matching opportunities, we’re confident that brandyourcar.com is going to be a booming success with both advertisers and individual drivers. We are excited to be the first to expand this international concept into South Africa and are ready to drive your message to market,” concludes Korb.

Nu Metro has selected South Africa’s shopping mall advertising specialist, Primall Media, to entice consumers to watch its latest blockbuster Inception at selected cinemas in high traffic malls across the country.

Inception, a 2010 American science fiction action film written, produced, and directed by Christopher Nolan, stars Leonardo DiCaprio, Ken Watanabe, Joseph Gordon-Levitt, Marion Cotillard, Ellen Page, Tom Hardy, Cillian Murphy, Tom Berenger, and Michael Caine.

Primall’s Lee Curtis explains that the Inception campaign targets entertainment seeking adults of all ages. “The Ad Screens play a vital role in keeping shoppers up to date with the latest Silver Screen offerings, with the added bonus of showcasing the campaign in high definition,” says Curtis.

Primall’s Digital Ad Screens were selected to alert consumers of the movie’s release in cinema at LSM A malls Canal Walk, Cavendish Square, Sandton City, Nelson Mandela Square, Rosebank Mall, The Zone, Gateway and Cresta Shopping Centre.

“Advertising on the Digital Ad Screens gives Nu Metro exposure to both its core market as well as the myriad of shoppers who frequent the mall on a daily basis. The digital nature of the screens perfectly complements cinema advertising.

Because the screens are located throughout the centres, Nu Metro is able to entice and communicate with consumers who may not be in close proximity to the cinema. It’s the ideal platform to attract audiences to the cinema to book their tickets.”

Primall Media, the mall advertising division of Primedia Unlimited, has implemented a Digital Ad Screen campaign to alert shoppers of rugged outdoor brand, Timberland’s August Sale. Running for the month, Timberland’s digital campaign takes to shopping centres housing Timberland stores across the country.

Making use of crisp visuals of mountaineers reaching the pinnacle of a climb, alongside the pay off line ‘The Timberland sale, worth the journey’, Primall brings the campaign to life via its strategically placed Digital Ad Screens in the Canal Walk, Cavendish, Eastgate, Gateway, Menlyn Park, Nelson Mandela Square, Sandton City and the Riverside Mall.

“The campaign is geared towards creating awareness around the Timberland brand as well as alerting consumers of the limited winter sale within the selected malls,” says Lee Curtis, Primall’s Executive Head of Sales and Marketing. “Timberland is extremely happy with the digital medium as it gives them strategic exposure and the ability to physically interface with its consumers through the touch screen functionality.”

Primall believes that the added bonus over and above the benefits of digital advertising, is that consumers are able to touch the screens and be linked directly to the location of the store within the mall. “The Digital Ad Screen platform is a vital way for stores within shopping malls to drive customers through the door,” concludes Lee.

Aiming to attract the attention of its young and trendy target market, Superga, the Italian shoe for everyday people, has renewed its partnership with Primedia Unlimited’s outdoor advertising specialist Wideopen Platform. Superga returns to the stable to maintain its big brand presence outdoor and generate awareness around its new bright and pastel coloured range.

According to Wideopen’s Sales Director, Ryan Cohen, Superga recently released a new range of bright and pastel colours for its target audience to enjoy during summer.

“Based on the value of the prominent site along the M1 highway, just south of Grayston Road, Superga has renewed its presence for the second consecutive flighting. The campaign is designed to appeal to its male and female target market with really hip creative that increases its brand awareness just at the right time – when the seasons change,” says Cohen.

Whilst the new shoe range follows Europe’s latest fashion trends, Wideopen is setting a trend of its own. “The updated Pastels creative literally seems to leap off of the outdoor hording, generating vast attention along our main arterials until the end of October,” Cohen explains.

Affluent women who love to shop till they drop are in exactly the right frame of mind to absorb relevant advertising messages in the shopping mall environment, where they spend significant amounts of leisure dwell time.

Primedia Unlimited’s shopping mall advertising specialist, Primall Media, learnt this early on with its captivating media platforms that engage the right consumers, at the right time, with the right advertising message.

According to Primall Media’s Lee Curtis, ABSA Vehicle Finance is its latest client to include Primall’s Parkade packages as a part of its marketing mix.

“The bank recently signed on for five of our Parkade Packages, each consisting of an average of eight light boxes at Brooklyn, Cavendish Square, Gateway, Hyde Park and Sandton City shopping centres,” he says.

The Parkade Package is designed to target consumers in an environment where they are able to absorb the message being advertised.

 ”Affluent women enjoy shopping for pleasure – making mall advertising an obvious selection for ABSA Vehicle Finance,” says Curtis. “Not only do the parkade solutions provide client with dominance, they are the most suitable media to meet the objective of targeting specific consumers whilst within close proximity to their vehicles.”

DGB, South Africa’s largest independent wine and spirit producer and distributor has awarded TLC the Zappa Sambuca adverting business for the fourth year. Zappa has secured TLC’s network of washroom advertising platforms in o

Zappa, known as the Sambuca which Fires Your Soul, will be exclusively featured in 19 Campus washrooms, 50 Nightlife venues and 85 Sports Bars for the next year to capture the attention of outgoing LSM 7-10 men and women aged 18 to 25, who are at the point of consumption.

TLC’s Brett Tucker explains, “Our partnership with DGB has been a success year on year and each 12 month renewal reaffirms that our washroom media delivers results for FMCG brands and campaigns aimed at, among others, outgoing young adults. The beauty of washroom media is that it delivers a captive audience who can be segmented down to gender, age, lifestyle and location.

The fact that we’ve established our network across the most frequented venues in South Africa and that so much of our trade is repeat business from blue chip clients, the effectiveness of our offerings speaks for itself.”

Venturing beyond its traditional business-to-business market, X/procure^® has concluded the deal with Clicks to offer advertisers a unique avenue to reach the pharmacy consumer while enhancing the experience for consumers who spend time in dispensary queues.

Because the LCD screens will be installed within the confines of the dispensary section of the 100 Clicks outlets, for the first time, not only is an exclusive platform available for the promotion of consumer products, but also that of schedule two medicines directly to consumers. X/procure^®‘s JD Henderson explains, “The upswing of the new platform – besides the advertiser’s benefits, is that customers will be distracted from queue time by entertaining and educational content centred on the latest products and services available to them.”

Via a technology management system, X/procure^® remotely controls the screen functionality, which will allow Clicks to relay in-store messages directly to consumers. Furthermore, reports will be generated for all advertisers, detailing the date and time of when and where their adverts were flighted.

In terms of content, the total playlist is 14 minutes in length, with seven minutes dedicated to advertising – segmented into 30”, 20” and 10” ad slots, while the remaining seven minutes will consist of funnies, movie trailers, news and weather.

X/procure^®’s Managing Director JD Henderson explains that the four-month campaign consists of a Screensaver and Banner Advert on X/procure^®‘s electronic procurement system. The software, currently operating in 63% of South Africa’s pharmacies that utilise electronic procurement software, gives GlaxoSmithKline direct access to more than 1250 pharmacies nationwide during its campaign. Via the X/procure^®   portal GSK wish to increase product awareness during the months when consumers need the product the most.

ASPEN GSK Commercial Manager Yusuf Rasool comments, “The impact on patients suffering from Allergic Rhinitis is greater than more life threatening conditions such as Asthma. Our new Intranasal Steroid addresses the shortcomings of previous Allergic Rhinitis treatments specifically due to the novel molecule and device.  We are devoted to improving Allergic Rhinitis patients’ quality of life with this product.

X/procure^® plays a pivotal role in the success of taking this new INS to market and in spreading the awareness of this world-class product to pharmacists. It is definitely an essential medium when it comes to launching a new brand,” he adds.

GSK has a 16% stake in ASPEN Pharmacare, the South African-based and JSE-listed pharmaceutical company which is Africa’s largest pharmaceutical manufacturer. Aspen is a major supplier of branded and generic pharmaceuticals in approximately 100 countries across the globe and of consumer and nutritional products in selected territories

Beachtag, an online travel business and exclusive reseller of Beachcombers properties in Mauritius and the Seychelles has selected Primedia Unlimited’s washroom advertising specialist, TLC, to create awareness of the Beachtag brand as well as Beachcomber’s resorts on the island of Mauritius.

The campaign aims to keep the sought after destination top of mind and entice consumers to enter into an SMS competition to win a trip to one of the Beachcombers resorts, jointly sponsored by Beachtag & Beachcomber.

The washroom campaign uses TLC’s Standard A4 Washroom Frames to showcase its alluring visuals of the pristine Mauritius coastline and the pay off lines ‘Heaven on Earth’ and ‘Mauritius is the hottest thing this year, start packing your gear’ alongside a competition element to win a trip to the island. The promotion seeks to engage lifestyle orientated men and women visiting washrooms in Airports, Nightlife Venues, LSM A Malls, Sport Clubs, Netcare and Medicross Centres countrywide.

Brett Tucker, TLC’s National Sales Manager says, “With the recession well out of the way, it’s a great time for leisure destinations to stay top of mind for the potential traveller. Our media reaches consumers during idle dwell time and the airport holding in particular hones in on consumers who are in the travelling state of mind,” says Tucker.

Poised to target ladies only through its advertising space in cinema washrooms, TLC has won the Vitabiotics business to execute a national drive for immune booster product Immunace. Linked to an SMS competition line, the campaign enables Vitabiotics to not only measure the response to the campaign, but to also build awareness of Immunance amongst its core target market of the LSM 7 – 10 female vitamin taker.

Vitabiotics Immunace is an immune booster and anti-oxidant providing a wide range of vitamins and minerals for the maintenance of the immune and central nervous system.

The A4 Immunace creative appearing in TLC’s standard Washroom Frames uses a combination of colourful typography and visual of a healthy and happy woman which engages ladies whilst they have idle time in the washrooms. The strap line “Tomorrow’s Vitamins Today” is followed by a call to action for consumers to SMS their details and stand a chance of winning a two week free trial of the one-a-day tablets.

TLC’s Martin Bain Venn comments, “Based on the washroom media’s ability to be gender specific , client is able to hone in on its ideal demographic frequenting washrooms in Ster Kinekor and Nu Metro Theatres. Advertising to this specific female market ensures that there is minimal wastage from a spend point of view, plus client is able to gauge actual consumer reach through the SMS mechanism. It’s a winning combination and we look forward to seeing the results!”

Being one of the first manufacturers to endorse TLC’s Washroom Tester Unit concept when first launched in 2009, Unilever has again renewed the partnership, enabling consumers to sample Lifebuoy Liquid Soap. TLC believes the renewed contract signals confirmation of the medium’s effectiveness

Unilever selected the Primedia Unlimited washroom advertising specialist to bring the Lifebuoy brand to consumers in an environment where they will be able to sample the product until January 2011.

TLC’s Brett Tucker confirms that Lifebuoy tester frames have been placed in all female cinema washrooms, close to the soap dispensers. “The Tester Units are supported by TLC’s standard Mirror Decals in all cinema washrooms, together with standard Washrooms Frames across the entire Medicross and 12 LSM B mall holding,” he says.

“The washroom environment is perfect for a product like Lifebuoy, specifically as consumers are able to sample the product on demand.

Eskom has again signed up with Primedia Unlimited’s washroom advertising specialist, TLC, as a result of the extensive reach of TLC’s advertising frames inside shopping malls, sports bars and airports.

The three-month campaign targets male and female consumers inside 23 of TLC’s LSM A mall washrooms as well as sports bars nationwide. For one month the drive incorporated Airport washrooms into the marketing mix.

According to TLC’s Brett Tucker, the aim of the campaign was to educate consumers on how to save electricity, and encourage them to swap out their current globes for energy saving ones.

“Besides saving electricity, consumers were also directed to Eskom’s power alert website, www.poweralert.co.za, to drive the message home,” says Tucker.

Kimberly Clark selected Primedia Unlimited’s washroom advertising specialist, TLC, to get its message across to local and international tourists utilising airport washroom frames   to capitalise on the extremely high foot falls over the Soccer World Cup.

According to TLC’s Brett Tucker, the two-month Kimberly Clark hand sanitising moisture wipes campaign targeted both men and women frequenting airport washrooms, whilst travelling around the country to watch the various football games.

“Kimberly Clark selected TLC’s standard washroom frames as it needed a tool with high dwell time to convey its message about the effectiveness of the germ killing wipes. The creative which uses visuals of potentially germ filled touch points such as luggage trolleys and travellator hand rails, effectively alerts travellers of the importance of having germ defence close at hand,” says Tucker.

“The airport was not only an ideal, product-relevant environment to relay this message, but would ensure that the message was exposed to the massive number of consumers who took passage through the transit hubs during the sporting season,” he adds.

Having originally gained ground by securing 220 Jet Stores in 2006, TLC has grown its holding to 100 stores’ change rooms countrywide in four short years. TLC’s Brett Tucker explains, “TLC is thrilled to be able to offer advertisers extended reach, coupled with the flexibility of tailoring targeted communication right down to region, income bracket and gender,” adds Tucker.

TLC also holds the exclusive national advertising rights to alternative media concepts including Door Wraps, Tester Frames, Mirror Decals and digital Mirror Media. Venues include LSM A and B malls, Style and Sports Bars, Soweto, Ster Kinekor, Nu Metro and Cinema Nuveau Theatres, Healthcare Institutions, Health Clubs, Airports and Campus washrooms.

“Our comprehensive holding provides the advertiser with coverage in the most frequented lifestyle venues in South Africa,” concludes Tucker.

Mercedes-Benz has been awarded a gold Khuza Award for its E-Class campaign, as flighted on Wideopen Platform’s 581m² hoarding on Sandton’s Katherine Street. The Khuza Awards are South Africa’s largest youth marketing and communications research-based advertising communication awards.

Originally flighted in 2009, designed by BBDO and booked by OMD, the Mercedes Benz E-Class campaign was brought to life by Wideopen Platform’s large format outdoor media solutions, and in particular its Katherine Street hoarding adjacent to Atholl Square. The site is poised to the masses travelling into and out of the Sandton CBD.

Wideopen Platform Sales Director Ryan Cohen comments that for Mercedes it was crucial to be in close proximity to high traffic, upmarket malls and hotels to maximise the effectiveness of its E-Class launch campaign.

 “The strategy behind the outdoor component was to target high income, non-Mercedes and existing Mercedes drivers who may be swayed to convert to the E-Class,” he says. “The sheer size of the site allowed the E Class to boldly communicate its promises of superior driving comfort, style and safety.

Primedia Unlimited’s larger than life outdoor advertising company,

Branding escalators and a bulkhead at the end of the pre-baggage claim area, Samsung’s striking 3D TV campaign is visible to all passengers traversing this high traffic zone. The site spans a remarkable 103m², giving Samsung a massive canvas to communicate the 3D TV’s ability to enable consumers to “Watch anything you want in 3D”.

Ryan Cohen, Wideopen’s Sales Director comments, “Artwork crafted by creative and media agency Cheil, is designed to highlight the brilliant aspects of the 3D graphics, while the sheer size of the branded space allows Samsung to dominate the environment and drive home C7000 awareness in big brand fashion.” 

Being the first to bring the LED TV to market in 2009, Samsung demonstrates why it is one of today’s market leaders as it launches with the 3D LED TV. With the C7000, consumers are able to watch any broadcast feed in 3D, in the comfort of their homes. 

“We’re confident that the campaign will deliver high levels of exposure and the desired interest to invest in the new technology,” concludes Cohen.

Samsung’s national 3D TV campaign is buttressed by TV, print, outdoor and radio elements.

Pharmaceutical manufacturer GSK

TLC’s Brett Tucker explains “The Eno Tums campaign alerts consumers to the fact that they need not suffer, instead, they can use Eno Tums to help them ‘Lose heartburn faster than you can say bill please’”.

Our mall network was selected as washrooms in these environments are generally within close proximity to restaurants in which consumers may over-indulge and experience heartburn after their meal.

The beauty of TLC’s platforms is that they capture the attention of consumers, whilst communicating relevant information about the brand. For GSK, washroom advertising presents a unique opportunity – consumers spend high dwell times in restrooms and are also walking distance from purchasing the advertised product,” concludes Tucker.

The Servest Group has contracted Primedia Unlimited subsidiary, Mamba Media, in a bid to communicate it’s rebranding and name changes to their ground staff. Servest will make use of Mamba Media’s animated media format to relay its message of change in a format which is easy for the workforce to digest.

Mamba Media’s managing director Craig Nadelman says that to effectively communicate the name changes and the reasons for rebranding, the Servest Group contracted Mamba Media to put together three printed animated booklets.

The Servest Group divisions will rebrand to Servest Cleaning, Servest Hygiene, Servest Office Plants, Servest Landscaping, Servest Turf and Servest Security.

“The company wanted to ensure that employees were aware that it was just a name change, and that the divisions will continue to operate in the same way to deliver the quality service its clients expect,” says Nadelman. “The first issue contained 16 pages of pertinent information.”

Two more 12-page booklets are still to be produced, focussing on Servest’s values, and will be released in August and October.

“Servest wanted to ensure it used a unique, informative and simple communication tool to focus on its ground staff. Mamba Media prides itself on taking any content, and making it easy to understand.

The comic medium is fun, engaging and educational and provides staff with characters and scenarios they can relate to,” he adds.

This week Primedia Unlimited, in partnership with TNS Research Surveys and GSM Quadrant, released the results of their comprehensive research campaign, revealing fascinating consumer response insights and proof of the effectiveness of Out of Home advertising.

Ken Varejes, CEO of Primedia Unlimited believes that the research gives the out of home industry credible independent findings. “With this research we have clear proof of the efficacy of the medium in the marketplace and can now begin to create a functional currency for out of home,” he says.

In February and March this year, Primedia Unlimited flighted three test messages in and around Sandton City and Menlyn Park Shopping Centre using its washroom platform TLC, shopping centre advertising subsidiary Primall Media and large format outdoor solution Wideopen Platform. To establish a baseline of consumer knowledge prior to the research campaign, 400 people were interviewed at each centre.

For roughly three weeks, in Menlyn Park Shopping Centre Primedia Unlimited flighted the test message “David Beckham’s second names are Robert Joseph” on Primall Media’s indoor billboards with the second test message ‘Brazil is the host of the 2014 FIFA Soccer World Cup’ showcased across TLC’s washroom media.

In Sandton, for the same length of time, Primedia Unlimited flighted the test message ‘Tiger Woods’ real name is Eldrick Woods’ on Wideopen Platform’s large format outdoor billboards within close proximity to Sandton City and the surrounding areas. The World Cup test campaign once again ran in TLC’s washroom media.

The results were impressive. The Wideopen Sandton Tiger Woods campaign delivered 485 000 cognitive consumer uplifts of the message post-campaign. Primall’s Menlyn David Beckham campaign delivered 140 000 cognitive message notings, TLC Sandton’s world cup message was cognitively recalled by 510 000 shoppers and the duplicate campaign in Menlyn garnered 260 000 cognitive message uplifts.

Neil Higgs adds, “These were particularly stringent experiments as they used cognitive messages – whereas most brand advertising also works at a deeper, more emotive level.  This means that the results, good as they are, are still an underestimate of the media’s true potential.”

The results reveal that the use of Primedia’s platforms garnered a 12% improvement in consumer’s cognitive knowledge of David Beckham’s second names, a 12% increase in cognitive recall of Tiger Woods’ real name and a 12% to 16% increase in recall of the 2014 World Cup hosts. Every medium and every message showed strong improvements in knowledge and effectiveness.

Ken continues “The results show scientifically that people absorb, and are able to recall, even an arbitrary message in advertising in shopping malls and their surrounds.”

In terms of advertising cost per thousand figures in terms of actual message uplift (not just opportunities to be seen), the results equate to Wideopen Sandton delivering R451 per thousand, Primall Menlyn R528, TLC R42 on average.

“Our research partners were adamant in explaining that the achieved awareness was spontaneous recall with absolutely no prompting whatsoever,” says Ken. “The above findings provide marketers with both quantitative and qualitative data of the high impact, recall and cost effectiveness of large format hoarding, mall advertising and washroom media platforms.”

Since it introduced the revolutionary concept of washroom advertising in South Africa fourteen years ago, Primedia Unlimited subsidiary TLC has seen top FMCG brands latch on to its clever, focused and cost-effective use of unconventional washroom advertising space.

“The bottom line is that washroom advertising delivers on Ad-Rands,” says TLC’s Brett Tucker. “Based on its effectiveness, clients keep coming back for more!”

Reckitt Benckiser’s skin care range Clearasil, has renewed its cinema washroom holding with TLC for the fifth year. “The highly relevant cinema washroom environments, home to grooming teens, combined with TLC’s constantly innovated media which in turn catches consumer’s attention, are major factors behind the renewal,” adds Tucker. According to TLC its platforms offer advertisers excellent return on investment.

Clearasil’s campaign objectives were to target male and female youths aged 14 – 22 using a new media that would turn heads and create a talking point.  Reckitt Benckiser in partnership with TLC developed a first of its kind washroom ‘In case of emergency’ frame.   The ‘Emergency Frame’ is designed to replicate emergency fire alarm glass to emphasise that in a skin crisis, young adults should reach for Clearasil for fast relief.

Taking place over a three-month burst, the Clearasil campaign will feature its Emergency Frames in 37 cinemas countrywide. Four Emergency Frames will be installed per venue in prominent positions in the washroom environment, alongside decals on basin mirrors.

TLC’s innovative super-sized Mirror Decals drew the attention of Revlon Deodorant’s target audience in the right place, at the right time this season.  The targeted three-month campaign ensured Revlon Deodorant remained top of mind and captivated ladies frequenting Cinema washrooms across the country.

According to TLC’s Brett Tucker, Revlon’s creative made expert use of the Primedia Unlimited subsidiaries’ unique Mirror Decals to target LSM 8+ female consumers, between the ages of 16 and 30, in 37 cinema washrooms nationwide.

“If you’re looking to capture and hold the attention of today’s youth audience, you need to speak to them in an environment where they are open to absorbing the message,” says Tucker. “When visiting a washroom, young ladies generally make use of the mirrors after washing their hands, allowing brands on the mirrors to be emblazoned in the consumer psyche,” he adds.

The campaign’s super-sized floral Mirror Decals were strategically placed across the washroom mirrors, creating a larger-than-life impression that when the consumer walked up to the mirror, she was surrounded by flowers and embraced by the feeling of the essence of the fragrance. Alongside the pack and flowers decal is a second ‘Share your Pink Happiness Moments’ decal detailing the Revlon SMS competition mechanic, supporting in-store promotions.

Seventeen shopping malls nationwide will enjoy a far greater number of consumers purchasing CK optical eyewear, Levis and Adidas sunglasses until 31 July, as a result of an eye-catching advertising campaign brought to life by Primedia Unlimited subsidiary, Primall Media. Moscon Optics has opted for digital advertising by securing Primall’s interactive Digital Advertising Screens.

According to Primall’s Lee Curtis, Moscon Optics is geared to receive its fair share of income from international tourists and other shoppers during the 2010 FIFA Soccer World Cup.

“Moscon Optic’s national Digital Ad Screen package gives it maximum exposure inside 17 of South Africa’s highly foot-trafficked shopping malls,” he says. “As the main aim of the campaign was to ensure reach and to be noticed inside SA’s top malls, our Digital Ad Screens were the obvious choice for the campaign.”

The communication also enabled Moscon Optics to support its retailers inside these malls, prompting consumers to visit outlets to purchase the advertised brands.

New betting website Voltbet.com has partnered with Primedia Unlimited subsidiary TLC to reach its niche target market of sport-betting men over the age of 18. The partnership brings to market a national four-month campaign utilising TLC’s A4 Washroom Frames and digital Mirror Media in nightlife venues across the country.

Voltbet.com approached TLC to place its launch campaign in selected Nightlife venues in Johannesburg, Cape Town and Durban until the end of October. For Voltbet.com TLC’s washroom holding is particularly beneficial as these venues are frequented by sports fanatics and individuals who flock to the big screens to view sports matches.

Not only do the sports bar washrooms provide a unique avenue to the target market, the platform is able to reach consumers while they’re in a sporting mindset and encourage them to bet online, on the spot via their smart phones.

TLC’s Brett Tucker explains “The washroom platform offers Voltbet.com exclusivity within a clutter free environment, which is sure to benefit the launch of the site. The ability of our platform to hone into the sporting male was the crucial factor in winning the business. We’re confident that the results will be positive.”

Ask a Mother laden with shopping and accompanied by her young baby how she feels about the state of most baby change room facilities as being suitable venues for her child, and most will respond negatively. As these are essential rest stops for parents in shopping malls throughout South Africa, Blush Dispensers and media company TLC are partnering to upgrade facilities.

This new offering by TLC and Blush Dispensers was created to firstly establish a warm and welcoming environment in an otherwise bland space where Mom’s would feel comfortable to attend to their baby and secondly, to allow brands a subtle but powerful partnership. The first brands to make use of the baby change rooms are Dettol and Prevenar.

These partners have contracted to work with TLC and Blush in nationwide venues, sharing information and communication to women in a baby friendly environment – each branded a specific theme.

According to TLC, the partnership between themselves and Blush Dispensers makes a lot of sense – parents get a space they can safely attend to their babies and at the same time learn about products, brands and services to ensure the well being of their children. TLC gains a valuable client, Blush Dispensers expand their opportunities, and the shopping mall earns an influx of mothers knowing the mall owners care about their facilities.

Through this partnership, TLC has decorated approximately 60 rooms which are split into three packages of 20 nationwide venues each.

“In addition to TLC’s advertising rights in 25 upmarket shopping centres and numerous lifestyle specific venues across the country, advertiser demand has accelerated our plans to offer a second tier of communication options,” says TLC’s MD Andrew Kramer.

The ‘B Mall’ shopping centres have been identified in Gauteng as Sancardia in Pretoria; Northmead Mall in Benoni; Brightwater Commons in Randburg; Alberton City in Alberton and East Rand Mall in Boksburg. Chattsworth, Empangeni and The Workshop shopping centres are confirmed in Kwa-Zulu Natal, whilst Kenilworth, The Promenade and Blue Route are the preferred centres in the Western Cape.

“Offering a second assortment of mall options allows advertisers a broader scope to more accurately target both middle and upper income shoppers across the country,” says Andrew.

In addition to a large shopping centre portfolio, TLC has rights in 36 cinemas; 7 Cinema Nouveau’s; 35 Medicross and 25 Netcare clinics; 15 Planet Fitness and 75 Virgin Active gyms; 27 sporting clubs, 10 airports; 19 campuses and numerous bars, restaurants and nightclubs.

Stain remover brand Vanish has brought synergy to its recent advertising campaign by again signing on with Primedia Unlimited’s washroom advertising specialist, TLC. Vanish will make use of TLC’s media holding in Jet and Jetmart Stores to reach consumers while they try on and think about the appearance of clothing.

According to TLC’s Brett Tucker, this will be the first time that Vanish will target LSM 5 – 8 consumers using Mirror Decals in change rooms to effectively break through the clutter.  The campaign runs nationally until the end of August. “The bright creative with the header “Keep your clothes looking as new as they do now”, is very cleverly wrapped around the edge of the change room mirrors, – making it impossible for consumers to miss whilst they peer into the mirror to see whether the clothes they are about to buy fit,” says Tucker.

 When it comes to thinking outside the conventional advertising box it seems TLC have got it right, turning washrooms and what was once perceived as “dead-time” into a flourishing marketing opportunity. The company’s latest innovation is the impressive six panelled Mirror Media and consumers and marketers are taking notice.

Targeting Nightlife venues with high foot traffic, TLC is aware that those out and about and dressed to impress give a lot of attention to mirrors in the washroom.

The Mirror Media concept comprises a standard mirror which is strategically placed in washrooms, behind it a custom made backlit LED allows advertisers premium exposure for any brand wanting dedicated attention from its target market.

“We are offering clients a completely unique advertising opportunity through our Mirror Media platform,” commented Andrew Kramer MD of TLC. Andrew explains that the Mirror Media’s placement ensures maximum visibility and retention for the advertiser. “Each of the Mirror’s six A4 panels light up individually for a period of 5 seconds and the illuminated visuals are impossible to miss.”

While most clients tend to purchase a single slot on the grid, advertisers can run a full storyboard concept should they so desire. “Clients are guaranteed category exclusivity during their campaign time, ensuring brands remain free of any competition in that space,” remarked Andrew.

TLC’s Mirror Media has been launched in prime venues across Johannesburg, Cape Town, Durban and Pretoria and advertisers are already clamouring to get their hands on this original and exclusive space.

Looking to entice consumers into its store, restaurant chain The Cape Town Fish Market has for the first time partnered with Primall Media for a targeted Digital Ad Screen campaign in Cresta Shopping Centre. Primall’s seven 46 inch HD Digital Ad Screens in Cresta afford the restaurant interactive space at strategic touch points throughout the centre.

Currently flighting at Cresta Shopping Centre, the five-month mall drive introduces Cape Town Fish Market to the digital advertising arena and enables it to grab the attention of hungry shoppers, guiding them to the restaurant. According to Primall, Cape Town Fish Market’s advertising will be exposed to approximately 1.5 million shoppers each month. 

Primall’s Executive Head of Sales and Marketing, Lee Curtis explains, “It’s great to see individual retailers signing up – it demonstrates their endorsement of advertising in the space where shoppers dwell, with money to spend. We’re certain that the Digital Ad Screen promotion will create the desired awareness and increase sittings at Cape Town Fish Market.”

Primall currently offers the market Digital Ad Screens in 17 shopping centres throughout the country.

Being South Africa’s first direct, online life insurer to advertise in the washroom space, 1Life Direct has turned to the expertise of Primedia Unlimited washroom advertising specialist TLC for a targeted four-month campaign.

Aimed at driving home 1Life Direct’s positioning, the campaign developed by Upstream uses the analogy of the amount of toilet paper used during an average bathroom visit to the amount of paperwork generated for insurance claims to emphasise how 1Life Direct’s unique and hassle-free offering requires no paperwork.

After showcasing the typical insurance costs for a range of individuals, the 1Life Direct creative tells consumers “Dial 0860 10 47 91 or simply SMS Life to 40065 and we’ll call you back. It’s that simple.”

Making use of Standard Washroom Frames in TLC’s network of washrooms in Cinemas, ACSA’s ten International Airports, and LSM B malls, 1Life Direct aims to hone in on both LSM 6 – 10 and LSM 4 – 6 category consumers.

TLC’s Brett Tucker comments, “The concept of a paperless approach in an industry known for lots of laborious paper work is a very appealing one – especially to today’s consumer. The combination of coverage in airports, malls and cinemas will ensure 1Life Direct receive the desired exposure across a broad demographic. The campaign really does make one think more carefully about personal coverage and how affordable it is with 1Life Direct.”

Primedia Unlimited has again taken the lead in media innovation by launching Golf Unlimited. The platform offers advertisers the unique opportunity to advertise on GPS units fitted in over 1000 golf carts in 28 of South Africa’s four and five star golf courses.

Golf Unlimited falls under a newly developed division within Primedia Unlimited, known as Unlimited Ideas, which will be headed by industry stalwart Pieter Groenewald.

Renowned for its pioneering media innovation nature and with the addition of Golf Unlimited to its stable, Primedia Unlimited adds further dimension to the demographic reach of its platforms. Golf Unlimited will bring advertisers closer to affluent, high-end decision makers in the most prestigious golfing destinations the country has to offer.

Arabella, Fancourt, Blair Atholl, Pecanwood and Steenberg are amongst the 28 four and five star courses aligned with Golf Unlimited.

CEO Ken Varejes comments, “Through Golf Unlimited, advertisers have unprecedented reach to 360 000 top end golfers annually. Advertisers receive exclusive, uninterrupted exposure from the tee to green. Given that these golfers spend on average 4.5 hours per round, twice a week, advertisers are able to make an impression by delivering subtle but memorable brand messages whilst individuals enjoy their leisure time.

The opportunity for luxury brands and high end financial offerings are obvious. For FMCG, food and beverage brands the opportunity lies in being able to stay top of mind just moments before the golfers reach half way house where they will consider beverage, snack and food choices.”

Pieter Groenewald of Golf Unlimited explains that the GPS units are installed at eye-level on the golf carts and display information such as the distance to the green and any obstacles golfers may have in their path. Underneath the pertinent information, Golf Unlimited offers exclusive and uninterrupted exposure, equating to 14 minutes of shrink back branding per hole, from the tee to the green.

“We’re proud to have consolidated the advertising on the GPS units countrywide to offer advertisers uncluttered, tactical advertising to the high end consumer. The courses we represent are sought-after and have high occupancy rates all year round by the country’s most affluent business owners. We anticipate the space to be in high demand. The strategy behind the ad placements is to ensure that brands are seen in a positive, relevant and unobtrusive manner,” says Groenewald.

Other brands represented in the Primedia Unlimited stable are: Icon Media; TLC; Wideopen Platform; Primall Media; TLC Middle East, Mall Active; Primedia Lifestyle; Mamba Media; X/procure; and Primestars.

Reckitt Benckiser has contracted Primedia Unlimited’s washroom advertising specialist, TLC, to ensure a successful winter drive for Dettol Hand Wash and Dettol Hand Sanitiser until the end of July.

According to TLC’s Brett Tucker, Dettol’s winter washroom advertising campaign makes use of four different creative approaches in its Planet Fitness, Airport, LSM A Mall, and Netcare media holdings nationwide.

Two of the creative executions are for Dettol Hand Wash, whilst the other two are for Dettol Hand Sanitiser.

“Four different creative approaches enable Dettol Hand Wash to ensure the attention it deserves from male and female consumers, as they are prominently displayed inside TLC’s washroom advertising frames for a full two months,” says Tucker.

Primall Media, the mall advertising division of the Primedia Unlimited stable of media companies, has been commissioned to implement signage for the new Nespresso Boutique store in Cape Town. The campaign aims to raise awareness of the store’s launch and to drive V&A Waterfront consumers through Nespresso’s doors.

The advertising deal, inked until May 2012, makes use of the brand’s striking creative placed on two of Primall’s interior billboards adjacent to the store. Lee Curtis, Primall’s Executive Head of Sales and Marketing comments, “Through our presence in the retail advertising arena for close on a decade, we’ve learned that for effective awareness, its best to keep communication simple!

We’re confident that the uncomplicated Nespresso signage will add to the existing signage in order to create the desired presence, ensuring that Capetonian shoppers take note of the new store and are encouraged to take a step into the Boutique.”

According to Mall Active’s Travis Brown, Esprit cleverly drove consumers to the innovative activation by giving the consumer the chance to win R50 000 worth of Esprit shopping vouchers.

“Mall Active developed an interactive Crack the Code promotion where consumers were given scratch cards with hidden unique codes. They had to use the code to try and open a branded Esprit safe,” Travis explains. “If they opened the safe successfully, they could choose an envelope which contained vouchers ranging from R50 to R5000.”

Consumers who didn’t crack the code didn’t go away empty handed. “They still received a 15% discount voucher off their next purchase at the Esprit store,” adds Travis.

Mall Active strategically spread Esprit’s activation across Melrose Arch, Gateway, Cavendish Square, the V&A Waterfront and the Canal Walk shopping centres for a five-week period. There were 1000 vouchers, totalling R10 000, available for each mall.

“To ensure that we targeted the largest number of consumers, activations were run from Friday to Sunday each week,” says Travis. “An eye-catching addition to the activation stand included a custom stage, featuring the safe and additional branding elements.”

The stand’s flooring included four glass display boxes, enabling Mall Active to uniquely display Esprit clothing. There were also dressed mannequins on the stage, showcasing the range and style of clothes that Esprit sells.

“The promotion was hugely successful in all of the malls that it visited, and was especially appealing to international consumers who are familiar with the Esprit brand. The style and set up of the stage generated queues at most of the malls, with consumers waiting for their chance to win a prize,” adds Travis.

Canal Walk handed out over 1000 vouchers in two days, due to the popularity of the concept, and had already run out of vouchers by the  Saturday afternoon.

Busby House’s Natalie Schriebl says “Thank you for the outstanding activations. It was an absolute pleasure working with Mall Active! I really appreciate all the help and your willingness to go the extra mile.”

Primedia Unlimited subsidiary X/procure^® has ensured that Genop Health care has direct access to more than 1250 pharmacies nationwide, via its innovative electronic procurement system, to promote the launch of its Optive Unit Dose to pharmacists.

“This is great news for Optive’s consumers as Optive UDV Lubricant Eye Drops offer added benefits to dry eye sufferers as we enter the long winter months,” says X/procure^®’s JD Henderson.

Optive UDV Lubricant Eye Drops will garner the attention of pharmacists from June to August via X/procure^®’s Announcement Screens and HTML Messages on its electronic procurement system.

“The main objective of the campaign is to launch the Optive Unit Dose, a line extension of the Optive family,” says Henderson, “and to create awareness of the new product at pharmacy level.”

In Gauteng,  Nu Metro Interactive secured Primall’s Hanging Banners outside Sandton City’s Toys R Us and a 95m² billboard on the exterior of Menlyn Park Shopping Centre. In KZN an exterior billboard was secured for the campaign while in Cape Town a set of branded escalators at Tygervalley will increase the visibility of the Lego Harry Potter game and boost the demand for the product over the month of July.

Primall’s Lee Curtis comments, “The Harry Potter creative is strategically placed around the malls to drive consumers to leading retailers. Harry Potter is a household name in South Africa and we’re certain that the mall coverage will ensure that the new game is top of mind amongst families and children

Having jointly won the Gautrain advertising pitch last year, Mall Active, Primedia Unlimited’s mall activation specialist presented South Africans with an informative Gautrain showcase leading up to the launch of the rapid rail system.

According to Mall Active’s Travis Brown, the Gautrain activation, targeted at motorists commuting between Sandton and OR Tambo International Airport, took place at the OR Tambo domestic terminal, at Durban’s Travel Indaba, Sandton City, Festival Mall, the Rosebank Mall and finally at the  Morningside Shopping Centre.

“The activations were expertly timed and led up to the actual launch of the Gautrain on 8 June,” says Brown.

Whilst the Gautrain offers an alternative to the consumer via its rapid rail link to the airport from Sandton, the activation sought to bring the Gautrain to the shopping mall consumer. This was done in such a way that the target market could ask questions about the service, find out about the Gautrain’s routes, parking and other facts directly from well trained promoters.

“We developed an activation stand that resembled the Gautrain. Designed as the actual shape of the train, Mall Active even incorporated the same metallic paint that is used on the real train. This provided a great deal of authenticity,” says Brown.

“Not only did we have well trained promoters to man the stand and answer any questions that the consumer might have, we also developed two touch screens which featured all of the relevant information pertaining to the Gautrain. Consumers could access information at their leisure when visiting the stand,” he adds.

Along with the touch screens, a 42-inch plasma screen was incorporated. It featured an AV presentation, with footage of the development of the Gautrain and other general information.

“Consumers could watch the footage while sitting in replica Gautrain seats which provided an even greater authentic look and feel,” says Brown. “It was so successful that our client extended the activation to include a Father’s Day promotion at Morningside Shopping Centre.”

The cherry on top was a visit to the stand from South Africa’s President, Jacob Zuma, at the Durban Travel Indaba.

adidas, an official FIFA partner, has ensured that its brand owns the Cape Town FIFA Fan Walk by contracting a 480² Mega Sign from Primedia Unlimited’s outdoor advertising specialist, Wideopen Platform for two months from 10 June.

According to Wideopen’s Ryan Cohen, the impressive Mega Sign takes ownership of the entire area at the start of the Cape Town Fan Walk.

Soccer World Cup fans, spectators and the general public simply cannot miss adidas in this prime outdoor position. Since the client’s objective was to have a major presence within South Africa’s three major metro areas, this larger-than-life creative takes care of the exposure goal in Cape Town.

“This larger-than-life creative plays a major role in taking care of the exposure goal in Cape Town,” says Cohen.

Other elements of adidas’ out of home campaign include mall and mobile media.

Primedia Unlimited’s Shopping Centre Marketing Consultancy, Primedia Lifestyle, has won two Silver awards at the prestigious European Solal Marketing Awards held in Lisbon last week. The International Council for Shopping Centres’ Solal Awards recognizes the  best practice and outstanding, effective shopping centre marketing against European standards. In total seven Gold awards and 22 silver awards issued to the entrants.

Since Primedia Lifestyle’s inception in 1996, it has, through its innovative marketing campaigns, received numerous industry accolades which have solidified its position as the leader in shopping centre marketing. Lifestyle currently employs 107 marketers controlling annual marketing budgets to the tune of R100 million garnered from 53 malls across the country.

Claiming Solal Silvers were Lifestyle’s campaigns for KZN Umlazi Mega City and Cape Town’s Cavendish Square.

Cavendish Marketing Manager Madrie Verwey explains, “Our mandate for the Cavendish Square Celebrity campaign was to increase foot count for the fourth quarter and in turn, assist Cavendish Square retailers in boosting turnover over the same period. Local and international celebrity appearances from John Smit, Keri Hilson and the Parlotones, drew shoppers into the centres and subsequently delivered retailer turnover beyond targets.

Umlazi Mega City Marketing Manager at the time Sli Dumakude comments “Lifestyle’s Sipethe Osaziwayo campaign for the Umlazi Shopping Centre substantially increased shopper foot count during the campaign weekend, and generated an increase in turnover versus the same period in 2008. The campaign centred on encouraging consumers to select Mega City as their chosen shopping destination and stand a chance of winning a family dinner served by their favourite celebrity, all expenses paid at a restaurant of their choice.” According to Lifestyle the fact that celebrities actually served customers was key to the crowds descending on the centre over the campaign weekend.

Primedia Lifestyle’s impressive strategy and campaign awards cabinet holds international accolades including four Maxi Awards from the ICSC in America,16 Maxi nominations and nine ICSC European Solal nominations. Its local recognition in marketing excellence includes 99 SACSC Footprint Awards including three Grand Prix’s since 2003. For the first time, Lifestyle will now add two European Silver Solal Awards to its arsenal.

Lifestyle’s National Marketing Executive Doug Mayne comments, “We’re honoured that two of our nine nominations have taken home silver. For the team it’s further confirmation that our marketing solutions are not only delivering results in South Africa, but measure up to the award-winning calibre demanded from a European perspective. It’s a huge inspiration for us, we’re ecstatic.

We were humbled to receive not only a welcome to South Africa into the European awards but congratulations during the opening address for our nominations, which was again echoed during proceedings. It really was an honour.”

Campaigns entered into the Solal Awards are assessed against quantifiable objectives including building brand awareness, increased turnover, added value for shoppers, increased foot count, sponsorships, database recruitments and PR generated for each campaign.

Consumers of Aldo’s fine shoes were expertly targeted by Primedia Unlimited’s shopping mall activation expert, Mall Active. During a national, three-week activation at South Africa’s top end shopping malls consumers were treated to a free shoe shine and discount voucher.

According to Mall Active’s Travis Brown, the campaign took place at Cavendish Square in Cape Town, at the Gateway Shopping Centre in Durban and at Sandton City in Johannesburg.

Aldo intended to create interest in its boutique shoe stores and increase footfall into its stores to boost sales. The company’s specialised shoe cleaning products, and its new range of shoes and bags were on display in glass cases at each activation stand.

“Mall Active developed a luxurious shoe-shining stand, featuring two single-seater lounge seats where the consumer could sit and enjoy a shoe shine,” says Travis.

After their shoe shine, consumers received a discount voucher off of their next purchase at the closest Aldo store.

“Each activation stand was expertly manned by Aldo employees, who could answer any questions consumers had regarding the cleaning products and the new range of shoes and accessories, ensuring that the brand had a presence in other areas of the malls besides their store,” says Travis.

Diesel, the apparel brand known for its unique clothing for the style-making individual, has for the first time inked an advertising deal with mall communication specialists Primall Media. Its directive is to introduce the Diesel 2010 BE STUPID campaign and create brand awareness around the Diesel brand in close proximity to store locations.

The national BE STUPID campaign spans the five malls housing Diesel retailers, namely Gateway, Menlyn Park, Nelson Mandela Square, Sandton City and the V&A Waterfront.

Lee Curtis, Primall’s Executive Head of Sales and Marketing says, “This year Diesel wish to appeal to fashionistas and create awareness around the brand in the purchase decision environment.”

Werner Pieters of Diesel adds, “The Diesel line and accessories range is perfect for independent people who follow their own unique path in life and express their individuality by the way they dress. Bringing the BE STUPID campaign into the mall environment enables the brand to be exposed to consumers in strategic locations close to retailers.”

Dominating the malls until the end of January 2011, Diesel will be showcased on Primall’s Exterior Escalators, Exterior Billboards, Hanging Banners and Digital Touch Screens for a targeted approach to owning the last retail mile.

“Diesel is known as being a risky and edgy brand – this is seen in the unique design of its ranges as well as its tongue and cheek advertising campaigns. Diesel always pushes the boundaries and the BE STUPID campaign is definitely no exception… Be ready to be bowled over by the STUPIDTY in a mall near you in 2010,” concludes Pieters.

Superga, the Italian shoe for everyday people, is driving feet into its stores inside shopping malls across the country, thanks to the innovative media platforms of Primall Media and Wideopen Platform. Superga has chosen the Primedia Unlimited subsidiaries as its partners in advertising the new range of supporters’ shoes for the 2010 Soccer World Cup™.

Running for the duration of the World Cup, the campaign is geared to be noticed by its young, trendy male and female target audience and drive them into stockists.

Primall Media’s Lee Curtis explains that Superga’s new range has been designed to include a country’s flag and colours. “Soccer World Cup supporters will get a real kick out of not only being able to wear a T-shirt that represents their country, but the shoes as well,” says Curtis.

The larger-than-life Superga creative draws instant consumer attention on Primall Media’s Interior Billboards, Escalators, Hanging Banners and glass lift branding inside Cavendish Square, East Rand Mall, Gateway, Maponya Mall, Sandton City and The Bridge shopping centres.

From the outdoor perspective, Superga has secured Wideopen’s prominent site on the M1 highway just south of Grayston Road to communicate the new colours to its popular basic style. Wideopen’s Ryan Cohen comments “This particular execution is situated at a highly impactful location. The Superga die-cut shoes are really eye-catching and the brand’s presence effectively creates awareness of the Superga World Cup Range.”

According to Wideopen and Primall, the large format outdoor platform is the first touch point to pique consumer attention, with the message then being reinforced by the Primall’s network within the malls – creating double brand impact leading up to the point of purchase. “We’re confident that the combined approach will strengthen Superga’s standing during this important time in South Africa,” concludes Cohen.

Primedia Unlimited’s washroom advertising company TLC has secured the business of SLAM, the Official Licensed Bafana Bafana Merchandise Company. SLAM has committed to a two-month contract to create awareness around its ‘United 4 Bafana’ campaign and punt its official licensed merchandise to South Africans and Bafana fans.

The United 4 Bafana campaign aims to unite the nation in support of Bafana Bafana as well as to give back to commendable and credible charities.

The campaign represents the Official Bafana Bafana Social Project, the only CSI initiative that the South African Football Team will be embarking on for the World Cup. The campaign brings to market a unique wristband which represents a unifying symbol for all South Africans. Upon purchasing the wristband, consumers will pledge their support to the country and the National Football Team.

Conceptualised by Ilan Lazarus and Jamie Matthews of Cape Town’s Page Three Media,  the washroom campaign spans a mix of TLC’s platforms including standard Washroom Frames, life size Mirror Decals in 35 Super Regional malls and 37 Ster Kinekor and Nu Metro Cinemas nationally.

The creative showcases the United 4 Bafana wristband and a sms competition where consumers can stand a chance of winning 1 of 800 Replica Jerseys each week throughout the World Cup.

The life-size Mirror Decals exhibit the Bafana Bafana clothing range, cleverly positioned to enable consumers to pose in the mirror and appear to be wearing the kit.  The decal copy then encourages consumers to upload a photo of themselves onto Facebook to stand a chance of winning a replica Bafana Jersey.

“The alliance between TLC and SLAM is strategic as our media engages consumers within just metres from the point of purchase, at a time when South Africans and tourists are totally fired up about soccer. During this period, conservatively the foot counts through the malls and cinemas are estimated in the region of 30 million, with actual contacts in the washrooms being eight million. For advertisers it’s a dream come true.”

Jenna Clifford, in a bid to promote products within its signature collection, has signed on with Primedia Unlimited’s shopping mall advertising specialist, Primall Media. The brand-building campaign is set to capture the imagination of South Africans and foreigners during the 2010 FIFA Soccer World Cup™.

Running until the end of July, the Primall campaign targets both male and female consumers aged 21 and above. It cleverly creates awareness by utilising one of Primall’s innovative media platforms – escalator advertising.

Primall’s Lee Curtis says that the aim is to communicate the unique essence of Jenna Clifford. “The regional campaign, with a great deal of prominence in Primall Media’s exclusive media holding within Nelson Mandela Square at Sandton City, will reach consumers in an environment where Jenna Clifford stores are located, making them even more aware of the brand,” says Curtis.

“The campaign features top South African models Joelle Kayembe and Tansy Coetzee adorned with signature creations from one of the company’s four innovative brands, Jenna Clifford Fine Jewellery. It speaks of women, passion, truth and beauty – the very essence of the Jenna Clifford soul brand,” he adds.

The Jenna Clifford Fine Jewellery brand trades only in fine cut diamonds and precious coloured gemstones to create customised treasured heirlooms. The creative depicts tasteful photographs of the models, wrapped in exquisite oversized Jenna Clifford Fine Jewellery creations.

Other elements of the multi-media campaign include online, billboards and print.

Marketed by Primedia Unlimited subsidiary Primedia Lifestyle, the Gateway Shopping Centre was announced the country’s Coolest Shopping Centre at the sixth Sunday Times Generation Next Survey Awards held on the 27^th May.

The Generation Next survey, conducted by HDI Youth Marketeers, this year polled over 5300 urban South Africans aged 8 – 22 in the country’s six major provinces to determine which of our brands most positively affect the youth.

Recently nominated for nine Solal Awards, the European guild for excellence in shopping centre marketing, Primedia Lifestyle currently handles the marketing portfolios of 58 leading malls across the country, with Gateway Shopping Centre being one of them. Doug Mayne, Lifestyle’s National Marketing Executive says “We’re delighted by our client’s award and are proud to be associated with the Old Mutual Investment Group – Property Investment and the coolest mall in the country.”

In the two months leading up to the Generation Next Awards, Lifestyle’s marketing campaigns generated in excess of R7.9m in publicity for Gateway, with initiatives including the Idols auditions, the FIFA ticket office opening, the Hyundai Goodwill Ball signing, the How to Train your Dragon release and the Loxion Motorshow to name a few.

Primedia Lifestyle’s Managing Director, Paul Carsley comments “Our marketing strategies for Gateway have always been original and relevant to the consumers, yielding solid ROI for the mall. The positive perception created by great marketing clearly not only impacts on adults, but on the youth as well. Going forward we will continue delivering activities that are fun for young and old, interactive, impressive and world-class. We’re delighted that the youth think Gateway is the coolest mall to be in and that the activations and image of the mall have their thumbs up.”

Primedia Lifestyle offers its shopping centre clients the preparation of the annual marketing strategy, event and production services, conceptualisation and implementation phases of conferences, launches, celebrations, road shows and major event spectaculars – all with the aim of enhancing the consumer’s shopping experience, driving sales and encourage repeat visits to the malls.

Top CD has partnered with Primall Media for the first time to communicate its special offers on CD’s, DVD’s and books to shoppers entering and exiting Menlyn Park and Cresta shopping centres.

The advertiser will be making use of Primall’s innovative Exit and Entry Boom Package at Menlyn Park until the end of August and at Cresta until the end of September. Top CD’s branded booms surprise consumers with playful creative stating “If you love books, we’re next to Clicks” and “You’re leaving Top CD Territory”, creating awareness of Top CD’s in- mall outlets, in a space where no other brands compete for share of mind.

According to Lee Curtis, Executive Head of Sales and Marketing for Primall Media, the Top CD boom campaign is perfectly located to direct consumers to the store and its latest deals.

“The booms are a tactical avenue enabling brands to be exposed to economically active consumer’s just minutes before entering retail spaces. It’s just one of our platforms which assist brands in owning the last mile,” says Curtis.

Appearing in the washroom environment for the first time, finger licking good chicken restaurant KFC franchises at Rivonia, Banbury Cross and Grayston has signed a two month advertising deal with TLC, Primedia Unlimited’s washroom advertising specialist.

Dominating TLC’s Cinema and Nightlife holding in selected regions in and around three franchises, KFC will be making use of TLC’s Mirror Decals, back lit Mirror Media and standard Washroom Frames to alert consumers to their extending trading hours up until 2am, and aimed at catching late night traffic. Furthermore, they are looking at promoting the morning after meal.

TLC’s Brett Tucker comments, “With the messages ‘Before the Party open till 2am’ and ‘After the Party breakfast 6:30 – 10:30am’ the creative draws the eye of cinema goers who often catch late or early movies and need to fill their stomachs at a time when competing restaurants are closed. They key to the space is the fact that KFC are able to specifically target specific consumers at a relevant time.

The washroom environments are visited by thousands of consumers on a monthly basis and we’re confident that the partnership will be a success based on the combination of the consumer’s lifestyle, the KFC offering and the proximity of the KFC outlets to TLC touch points.”

South Africa’s favourite chocolate bar, Lunch Bar, has caught football fever and from June the brand will share in the nation’s excitement and optimism by literally wearing its colours on its sleeve and changing its name to LADUMA!

To showcase its new limited edition ‘Laduma’ bar, Cadbury Lunch Bar has partnered with Primedia Unlimited’s large format outdoor advertising subsidiary Wideopen Platform. To create the desired big brand presence amongst its target market during soccer-mad season, Lunch Bar has secured two prominent sites in the Johannesburg CBD.

Ryan Cohen, Sales Director at Wideopen Platform explains, “Our strategically located sites in Braamfontein and Anderson Street in the Joburg CBD, ensure that the striking Laduma creative alerts chocolate and soccer lovers to the promotional packs availability at nearby retailers.”

Brought to life by Ogilvy and NotaBene, the Laduma Lunch Bar campaign will flight on Wideopen’s two building wraps from the middle of May until the end of August.

According to Wideopen, its Jorissen Street site is highly visible to traffic and dominates three lane one-way roads immediately below WITS University. The site is exposed to approximately 32,584 cars per day, plus student pedestrian traffic. The partnering site on Anderson Street is situated on a busy taxi route along the M1 highway and delivers exposure to approximately 120 000 vehicles per day.

“The Lunch Bar brand takes full ownership of the larger-than-life space in the heart of Jozi, giving the campaign massive exposure where no other product communication competes for attention,” concludes Cohen.

Cadbury Chocolate Marketing Director Greg Banach says “Lunch Bar has never been a brand to sit on the sidelines, and it has never done anything in half measures. It has always given ‘Much, Much More’ but we want to demonstrate to South Africa that we’re serious about supporting our team, and committed to being a part of the incredible excitement in South Africa at this time.”

To raise awareness around the launch of its new Laduma Lunch Bar, Cadbury has partnered with Primedia Unlimited’s cartoon advertising specialist Mamba Media.

Hitting the pages of the Daily Sun in the soccer mad seasons of May and June, the Lunch Bar rebranding is being communicated via a series of four comic strip ads utilising Mamba’s popular Soccer Warrior character

“Lunch Bar has never been a brand to sit on the sidelines, and it has never done anything in half measures. It has always given ‘Much, Much More’. Changing a brand name is serious, it’s a real commitment. But we want to demonstrate to South Africa that we’re serious about supporting our team, and committed to being a part of the incredible excitement in South Africa at this time,” says Cadbury Chocolate Marketing Director Greg Banach.

Antoinette Abrahams, Senior Account Manager at Mamba says, “We’re really excited about being involved in bringing the Laduma message to the masses for Cadbury. The weekly exposure through the sought after comic will ensure that the Laduma Lunch Bar is brought to the attention of readers and remains top of mind on a continued basis.”

The Laduma Lunch Bar campaign is being supported nationally on SABC Channels, Outdoor Billboards, Print PR and in-store.

Aveng, the company which expertly delivered our international-class World Cup stadia, has signed an advertising deal with Primedia Unlimited subsidiary Wideopen Platform to showcase itself as a leader in infrastructure development and instil pride among South Africans.

Being proudly South African and having completed the country’s stadia and other iconic projects across the globe, Aveng has turned to Wideopen to showcase the company, its capabilities and strengths via Wideopen’s large format outdoor offering over the world cup period.

Wideopen’s Sales Director Ryan Cohen comments, “We’re proud to be associated with Aveng and assist in raising awareness of its achievements for South Africa. Not only are they a SA based company, but their expertise facilitated the grounds for the immanent World Cup, delivering first-class stadia in time for kick off. The chosen site will undoubtedly create an impact and give the Aveng brand the desired exposure.”

Aveng will be taking ownership of Wideopen’s 448m² site situated on South Road, Morningside until 31 August. The site, with expected traffic of around 75 000 cars per day, has been selected as Aveng’s main Gauteng outdoor focus through which to communicate its leading infrastructure positioning to investors, clients and staff – both current and prospective.

Kim Heller of Aveng explains, “This Wideopen site perfectly complements our other advertising. The campaign highlights our ability to deliver iconic buildings which compete with the best worldwide and impact positively on the socio-economic wellbeing of the 26 countries in which we operate.”

Shaking their soccer tail feathers in a big way, the team at Primedia Unlimited in Sandton have splashed out and branded their building with a massive 130m² South African flag, showing their support and excitement for the world’s biggest sporting event about to erupt.

Primedia Unlimited CEO Ken Varejes says “The soccer fever in the air is palpable. We all feel like it’s the week before Christmas! We tasked our outdoor subsidiary Wideopen Platform to apply the 130m² self-adhesive vinyl flag and banners to the surface of our building. It’s the mouth piece which enables us to literally shout our support and excitement from the roof tops. Its history in the making and we’re behind Bafana Bafana and proud to be South African.”

Alongside the mammoth application, Primedia Unlimited framed the flag with the inspiring strap line ‘Simply the Best, RSA!’

Primall Media, Primedia Unlimited’s shopping mall advertising specialist recently changed the creative for its long-standing client, Clinique.

According to Primall Media’s Lee Curtis, when Clinique initially contracted with Primall Media it secured national long-term strategic sites, within the shopping mall environment.

“One of the unique benefits of this type of contract is that Clinique is able to change its creative as and when it launches a new product, or if it wants to change the focus of a particular marketing or advertising campaign,” he explains.

“As Clinique’s sites are strategically located close to the point of purchase of its products, usually outside a Stuttafords or Edgars store, it is able to achieve high impact in busy consumer traffic areas throughout a particular mall,” he adds.

The new creative at Sandton City, Eastgate, Cavendish Square, Menlyn Park, Tygervalley and Brooklyn targets women of all ethnicities in the upper LSM profile group, in line with its price positioning, to promote Clinique’s Even Better Clinical Dark Spot Corrector, with CL-302, which dramatically helps reverse the appearance of dark spots, age spots, skin stresses and darkening from acne scars in four weeks.

“Clinique’s heavy dwell time media platforms include Primall Media’s Escalators, Interior Billboards, Lift Banners and Hanging Banners. All of these inventory types ensure direct engagement with targeted consumers in an environment where the product is readily available for purchase,” Curtis concludes.

Shopping mall advertising specialist Primall Media was recently tasked with the objective of alerting Maponya Mall and Gateway shoppers to the JSE’s Money Market Expo taking place in each centre for a full week.

JSE’s ‘What’s up with the markets? Learn to earn’ expo campaign, placed by Media Alive, capitalises on Primall’s reach to financially savvy individuals spending large amounts of dwell time in the mall environments. During the two-month campaign, Primall’s Escalators and Interior Billboard platforms at Maponya and Gateway exposed the JSE expo message to millions of shoppers who collectively traverse the centres each month.

Lee Curtis, Primall’s Executive Head of Sales and Marketing says “Whilst consumers stroll around at leisure, they are highly receptive to advertising messages. This provides marketers with an opportune time for their brands to reach the masses, hence the campaign was a great way for JSE to alert consumers of the upcoming expos.”

International and Sharks rugby star Tendai “The Beast” Mtawarira, the face of BIC South Africa, draws male consumers’ attention inside 18 Planet Fitness gym and Cinema washrooms across the country, in a three-month contract with TLC, Primedia Unlimited’s washroom advertising specialist.

According to TLC’s Brett Tucker, BIC has different creative for male and female consumers across both holdings, strategically located in standard washroom frames, to ensure that it generates awareness around its various razor brands.

“Whilst male consumers are urged to ‘Unleash your beast’, the female target audience is swayed by the payoff line, ‘Twice as smooth, twice as sexy’,” says Tucker.

The campaign had a strong focus on sporty target audiences, aged between 16-45. “This is why TLC’s gym holding provided the optimum media platform. It is able to reach men and women individually, bringing BIC closer to its aim of converting this target group to the BIC brand,” adds Tucker.

For the second year running, upmarket Jewellery brand Déonne le Roux has renewed its Menlyn Shopping Centre advertising partnership with Unlimited subsidiary, Primall Media. Tasked to showcase the jeweller’s exquisite pieces, keep the brand top of mind and entice consumers to visit the store, Primall puts Déonne le Roux’s name in lights until May 2011.

Utilising four of Primall Media’s Interior Billboards, the beautiful Deonne Le Roux creative instantly catches the eye with its sparkling pieces set against a luxurious blue background. Lee Curtis, Executive Head of Sales and Marketing at Primall, comments, “The primary focus for The Déonne Le Roux Jewellers campaign is to make a visual impact on consumers traversing through the centre court, entice them to visit the store, and hopefully to take a timeless piece home.

Targeting upper LSM men and women, the elegant creative combined with the fact that the fine jewellery and watches can be purchased just metres away from the advertising prompt, is a winning combination, confirmed by Déonne Le Roux’s renewal for the second year running.”

Long standing Primall Media client, The Platinum Group, has renewed its contract with the Primedia Unlimited mall advertising specialist for another year to generate awareness around its various lifestyle brands.

According to Primall Media’s Lee Curtis, The Platinum Group is a Cape-based retailer that’s home to leading designer labels namely Jenni Button, Hilton Weiner, Urban°, Aca Joe and Vertigo.

“Whilst Platinum started off in 1989 with one Vertigo store in Rondebosch, it has moved rapidly into the forefront of design and style in South Africa. The Group has 57 stores in prime locations in all the premier shopping centres across the country,” he says.

Running until January 2011, The Platinum Group has signed six of Primall Media’s interior billboards at the Menlyn shopping centre, and six exterior billboards at Cavendish square.

“Primall Media’s six billboards at each shopping mall will target male and female consumers to promote the Platinum Group’s brands. The only exception is Jenni Button, which targets upper LSM female consumers only,” says Curtis.

Each brand, advertised on its own billboard, captivates its own target audience. Whilst Aca Joe is for consumers with an active lifestyle, Urban° appeals to the city dweller. Vertigo captures the essence of the young at heart, Hilton Weiner leans towards the global traveller and Jenni Button takes a woman from bedroom to boardroom.

“The Platinum Group’s success with Primall’s captivating media platforms is evident in its continual renewal over the past four years. With its stores firmly entrenched in the mall environment, consumers spurred by the advertising campaign need only walk through the door,” Curtis concludes.

Primedia Unlimited’s shopping centre advertising subsidiary, Primall Media, made use of its strategic platforms namely branded Escalators, Lift Doors and Hanging Banners in four malls around the country to launch MWEB’s pioneering Uncapped ADSL offering.

As the leading Internet service provider in South Africa, MWEB revolutionised the Internet industry earlier this year by becoming the first ISP to offer affordable uncapped ADSL from as little as R219 per month.  Uncapped ADSL allows Internet users unlimited downloads, uploads without restrictions on how much bandwidth you can use in a month. To build awareness around the launch of Uncapped ADSL, MWEB branded Primall’s escalators and lift doors at Cresta, Menlyn, Cape Gate and The Pavilion shopping centre.

Over and above the branding of escalators and lift doors, Vizeum secured Primall’s large format double-sided hanging banners to take ownership of the lifestyle hubs. MWEB campaign had the opportunity to be exposed to 6.4 million shoppers each month, alerting them to the positive message of affordable Internet access.

Primall’s Lee Curtis comments, “The idea behind the campaign was to promote MWEB in an environment thriving with economically active consumers. Due to our platforms being high-impact, we are able to create a consistent message and reinforce brand awareness at strategic retail touch points”.

The launch of Uncapped ADSL was supported by TV, radio, street poles ads and airport lift branding.

Indigo Trading has for the first time chosen to support Primedia Unlimited subsidiary TLC by signing a one-month advertising partnership to promote Viriya, its herbal preparation designed to restore all the zest, virility and energy to the male libido. Utilising TLC’s standard Washroom Frames and digital Mirror Media, Viriya will be reaping the rewards of mall advertising exclusivity in male dominated spaces.

Showcasing in 35 malls and Cinema Nouveau washrooms nationwide, the Viriya campaign will specifically target men aged 40+ who need an energy boost and libido lift. Viriya is used to achieve an ongoing balance which promotes energy, purifies the kidneys, liver and blood, naturally and gently promoting general well being.

TLC’s Brett Tucker comments, “For Viriya TLC offered the opportunity for very little wastage due to our media being able to target a male only audience. After researching the target market, malls and Cinema Nouveau environments showed the highest correlation with potential Viriya users.”

Viriya opted for separate creatives for each media – the back lit Mirror Media ad showcases an old, conservative farm couple with a cheeky smile drawn on the farmer’s face, alongside the payoff line ‘Bring back that loving feeling, be firm, ask for Viriya’. For the ‘Become the hero of the bedroom again’ washroom creative, hand written copy kicks off in lower case then morphs to bold uppercase after the pill has been taken to demonstrate Viriya’s impact on vitality.

“TLC’s washroom advertising frames are the ideal medium to connect with consumers on sensitive issues. Combined with humorous creative, we’re sure the message will be noted and remembered by men in need,” concludes Tucker

Transforming campus washrooms and style bars across the country, Nu Metro Interactive has partnered with washroom advertising specialist TLC and through-the-line agency Phatcat to alert male students and console gamers to the launch of PC PS3 and Xbox 360 game, Just Cause 2. Securing space in 80 Style Bars and three university campuses, the Just Cause 2 campaign goes live for one month.

According to TLC, the campaign mechanics formulated and implemented by Phatcat, were designed to encourage consumers to SMS an entry keyword to stand a chance of winning one of 10 return tickets on 1Time Airlines. On campus, Nu Metro Interactive has opted for TLC’s impactful Door Wrap branding to make a statement and draw students’ attention to the availability of the sequel and freebies up for grabs.

In TLC’s network of Style Bars, Nu Metro Interactive will be introducing Just Cause 2 with creative designed by Phatcat, digitally executed on TLC’s electronic mirror media – a stylish six panel back-lit mirror which illuminates the artwork for five second intervals. TLC’s Style Bar holding consists of venues strategically selected for their exposure to the higher LSM market.

TLC’s Brett Tucker comments, “The beauty of washroom advertising is that brands are able to target a specific gender, eliminating wastage and ultimately yielding a more cost effective, targeted solution. Thanks to the dominated approach of our business, exposure is absolute. Nu Metro advertises new gaming releases with us on an ongoing basis, the formula just works.”

Primedia Unlimited washroom advertising subsidiary TLC has unveiled its new, refreshed ‘targeted lifestyle communication’ corporate identity, aimed at reenergising the brand into 2010 and beyond.

Partnering with creative agency five0six, TLC’s new corporate identity is simple, crisp and has be translated uniformly across all TLC’s marketing and communication elements.

TLC’s Brett Tucker explains, “The business has grown exponentially and has reached a level where we are considered a valued media solution to many businesses. Our new image is fresh and portrays something of a more grown up and matured media business than we were over ten years ago. We believe the redesign will add to making the market consider the targeted washroom space more seriously. We have evolved and reflect that in our physical image.”

five0six Creative Director Evan Sotiropoulos comments, “TLC’s brief was to evolve and update the identity to make it fresher, simpler and less intricate. The new identity will ensure that TLC’s targeted lifestyle communications positioning will have a consistent graphic language across all marketing and advertising collateral, be it email, adverts or proposals.”

Maximising the element of surprise, TLC brings brands closer to their consumers through communications that captivate and entertain.

Cosmetic super-brand Clinique signed Primedia Unlimited subsidiary Wideopen for the use of one of its larger than life outdoor advertising platforms. To ensure the successful launch of the Clinique Even Better Clinical Dark Spot Corrector, the partnership activates an outdoor campaign aimed at women suffering from hyper-pigmentation, age spots and traces of past acne.

Running until the end of August 2010, Clinique’s Even Better Dark Spot Corrector campaign has been strategically positioned on a prominent Wideopen site in metropolitan Johannesburg to target its specified market and reinforce the international ad campaign currently flighting across a multitude of platforms all over the globe.

Located in the high traffic area of Melrose Arch, Clinique has secured a building wrap along the M1 highway to feature the international campaign and draw attention from all travellers along the highway between Corlett Drive and Athol-Oaklands.

Wideopen’s Ryan Cohen comments, “The building wrap is a unique and impactful media vehicle prominently located in a high traffic zone navigated by a mixed demographic of economically active consumers. The Clinique Even Better campaign is an international drive and client will be engaging multiple media options during this period to ensure maximum effectiveness of the campaign. The South African execution is identical to its counterpart campaigns in all locations where Clinique operates worldwide.”

Clinique report that hyper-pigmentation is a condition which affects all ethnicities. The launch of Clinique’s new Even Better Clinical Dark Spot Corrector is aimed at reducing the appearance of dark spots, age spots and traces of past acne. The unique selling point is that when using Even Better Clinical Dark Spot Corrector, results are equal to a leading prescription ingredient.

“This is the first time that Wideopen Platform is partnering with Clinique and we look forward to fostering a dynamic relationship going forward,” concludes Cohen.

Wideopen’s success stems from a network of well positioned sites in prime traffic zones which are poised to raise awareness and make an impact. Clinique is a global brand and maintains its substantial competitive outdoor advantage through the use of our high-impact platforms

TLC, Primedia Unlimited’s washroom advertising subsidiary, has partnered with Road Trip, a new and innovative transport company, to ensure that Nightlife consumers can enjoy a few drinks without having to drive home while under the influence.

Road Trip promotes the good times, whilst stopping the bad, by reducing drunken driving. The company’s service entails chauffeuring consumers in their own vehicle to the safety of their home. “We are proud to be a part of spreading a responsible don’t drink and drive message to nightlife venue consumers who may have been drinking,” says TLC’s Brett Tucker.

This exciting campaign runs across TLC’s 350 style bars, sports bars and standard restaurant nightlife environments nationally. “The campaign sees our Mirror Media and Standard Washroom Frames capturing consumer attention, in an environment where alcohol is being consumed, in a way that could save their or someone else’s life,” adds Tucker.

The Road Trip adverts explain that one should stop drinking and driving and make the responsible choice to sign up to the Road Trip service. “Memberships have increased drastically through this medium of advertising, whilst the trade exchange is proving to be worthwhile for both parties and we will continue indefinitely,” concludes Tucker.

Having kicked off two and a half years ago, Mamba Media’s Daily Sun cartoon Soccer Warrior, has captivated readers with its energetic animations and the ups and downs of the characters’ lives. Local cellular provider Cell C is Mamba’s latest client to join the world of cartoon format advertising.

To promote its recently launched Nike “Be the Best Footballer You Can Be” Starter Pack aimed at soccer enthusiasts, Cell C has been interwoven into eight consecutive weeks of the full page Soccer Warrior story. The campaign communicates the Starter Pack’s bumper range of free benefits such as Nike football training tips, a limited edition Nike football, an elite training DVD, discounted call rates, 500 Mxit Moola, live match updates, a Nike football access card for exclusive Nike football events, R5 airtime as well as free weekly fitness tips via sms.

 “In partnership with media agency Carat, Mamba Media affords Cell C the ability to launch the value for money Nike Starter Pack to soccer fanatics and educate readers on how the pack works. Our cartoon feature creates the springboard for Nike brand awareness in an educational yet entertaining read. We’re delighted to have Cell C on our client base.”

The Cell C Nike story centres on a young teenager’s dream to play for the greatest team in South Africa. After failing at team trials, the youngster is introduced to the starter pack which slowly assists him in improving his game and ultimately to qualify in the following trials.

The Nike’s South African Cell C Starter Pack campaign ties into the global launch of its new range of trainers, which contain a chip programmed to report exclusive training content like ball control, accuracy and speed to make players the best that they can be.

United International Pictures (UIP) has again selected Primedia Unlimited’s mall advertising specialist, Primall Media, to effectively target its consumers and generate awareness around the launch of its movies to be screened in both Ster Kinekor and Nu Metro theatres.

The month-long campaign predominantly targets children, their parents, and other movie-goers in April, to create awareness around the screening of How To Train Your Dragon and Nanny McPhee and the Big Bang.

“The national campaign, featuring a variety of Primall’s media platforms namely Glass Entrances, Hanging Banners and Digital Ad Screens, throughout Gateway, Cavendish Square, Tygervalley, Canal Walk, Eastgate, Nelson Mandela Square, and Sandton City shopping centres, will secure a massive impact for UIP,” says Primall Media’s Lee Curtis.

“The shopping mall environment is especially suited to generating awareness and creating a demand for movies, as the theatres are located inside the malls. Consumers are able to easily make their way to Ster Kinekor or Nu Metro to buy tickets,” he adds.

Primedia Unlimited subsidiary TLC has achieved yet another first in South Africa when it comes to innovative washroom advertising platforms – the Basin Decal.

Signed by Nampak to market its Lifestyle stretch fit sanitary pad brand in March and April, TLC’s Basin Decal is expertly designed to fit neatly over the basin’s drainage hole.

 “The creative resembles the actual product, whilst drawing attention to its unique selling points – its stretch fit and super absorbent core – at the same time,” says TLC’s Brett Tucker.

Targeting female consumers that fall within the LSM 5 – 10 income bracket and aged between 15 and 40, the campaign is currently running in 37 cinema washrooms nationwide. Several decals per washroom have been installed.

“Nampak wanted something new to create and ensure a real ‘wow’ factor. All assuming that consumers actually wash their hands after visiting the cubicle, this exceptional creative cannot be missed. The concept, originally born internationally, is one that will work really well for select South African brands too,” he says. “It’s a platform that creates loads of talkability and interest.”

Primedia Unlimited’s shopping mall advertising specialist, Primall Media, ensured that feet did the walking through the recently opened Nike Football store at Sandton City Shopping Centre in March and April, thanks to its Digital Ad Screens that do what they’re set up to do, which is to alert mall consumers to relevant information.

According to Primall Media’s Lee Curtis, upper LSM consumers and football fans were the target for the new Brazilian soccer kit, available from Nike Football.

“Ten of Primall Media’s Digital Ad Screens, spread throughout the shopping centre, alerted consumers that the new Brazilian soccer kit was ready and waiting to be bought,” says Curtis.

“After creating the hype, purchase was made easy for the target audience as the kit was available right inside the same shopping centre.”

Primedia Unlimited’s washroom advertising specialist TLC has brought Kenya Airways on board for a three-month advertising campaign targeting potential travellers and holiday makers.

According to TLC’s Brett Tucker, the aim of the campaign, running from April to June, is to generate awareness around the destinations to which Kenya Airways travels.

“Kenya Airways signed on for TLC’s captivating standard A4 washroom frames in all ten of ACSA airports’ domestic and international washrooms for the first two months of the campaign, whilst the third month will see attention-grabbing creative displayed in our 35 mall holding nationwide,” says Tucker.

‘Discover the world of Kenya Airways’ is the first creative, to be followed by photographs of the different destinations to which the airline travels. Captions like ‘Beat the common cold Mombasa!’ will have consumers dreaming about a warmer destination as winter sets in.

“TLC’s ACSA holding made perfect sense for Kenya Airways as it is able to directly target frequent travellers and generate awareness around its own routes. By doing this, Kenya Airways may just become the consumers’ airline of choice for their next trip,” says Tucker.

“The second creative also draws the consumer in, as they are made aware that affordable holidays are available when flying Kenya Airways,” he adds.

Electric cigarette manufacturer Twisp has committed to a two-month mall advertising strategy with specialists Primall Media. The objective of the campaign is to promote Twisp as a healthier alternative to smoking and a first in South Africa. Twisp’s creative is currently alerting V&A Waterfront shoppers to the latest technology in micro vaporisers, and will continue until the end of May.

Driving consumers to the Twisp kiosk stationed in the centre, the advertiser has secured two three metre banners which face the bulk of the foot traffic flowing through the mall.

Primedia Unlimited’s mall environment was selected due to the sheer foot traffic it yields at centres like the V&A, coupled with exposure within a bustling retail environment.

Primall Media’s Lee Curtis comments, “The Twisp branding at the V&A is perfectly situated to expose the communiqué to middle and upper income consumers and encourage them to discover the unique product at the kiosk. Mall advertising has an unbeaten ability to place dominated adverting within close proximity to the point of purchase.”

Twisp vapour is odourless and is it free of tar, carcinogens and smoke particles found in first and second-hand cigarette smoke, yet it feels, tastes and looks just like a real cigarette.

Transforming campus washrooms and style bars across the country, Nu Metro Interactive has partnered with washroom advertising specialist TLC and through-the-line agency Phatcat to alert male students and console gamers to the launch of PC PS3 and Xbox 360 game, Just Cause 2. Securing space in 80 Style Bars and three university campuses, the Just Cause 2 campaign goes live for one month.

According to TLC, the campaign mechanics formulated and implemented by Phatcat, were designed to encourage consumers to SMS an entry keyword to stand a chance of winning one of 10 return tickets on 1Time Airline. On campus, Nu Metro Interactive has opted for TLC’s impactful Door Wrap branding to make a statement and draw students’ attention to the availability of the sequel and freebies up for grabs.

In TLC’s network of Style Bars, Nu Metro Interactive will be introducing Just Cause 2 with creative designed by Phatcat, digitally executed on TLC’s electronic mirror media – a stylish six panel back-lit mirror which illuminates the artwork for five second intervals. TLC’s Style Bar holding consists of venues strategically selected for their exposure to the higher LSM market.

 TLC’s Brett Tucker comments, “The beauty of washroom advertising is that brands are able to target a specific gender, eliminating wastage and ultimately yielding a more cost effective, targeted solution. Thanks to the dominated approach of our business, exposure is absolute. Nu Metro advertise new gaming releases with us on an ongoing basis, the formula just works.”

Joining forces with Primedia Unlimited subsidiary Primall Media, adidas will raise awareness of its Unite Mzansi Unite campaign until the end of May. Bringing a giant Bafana Bafana World Cup jersey for the public to sign, adidas presents South Africans the opportunity to ink their presence in recognition of the historic sporting event.

Placed by out of home communications agency Posterscope, the campaign will be splashed across Primall’s branded Escalators, Indoor Billboards and Parkade Billboards to alert shoppers in Cresta, Eastgate, Maponya, Pavilion, Menlyn, Riverside and Sandton City of the arrival of the 60m x 48m Bafana jersey.

Primall Media’s Lee Curtis says, “The adidas campaign uses malls as activation stops for the Jersey Tour, so the use of mall media prior to the jersey’s arrival to build awareness, made perfect sense. It’s such an inspiring campaign which paints the malls yellow with Bafana pride. It really is a great initiative and we’re excited to be part of it.”

Media partner Carat and creative force TBWA have executed the Unite Mzansi Unite campaign across various touch points including multimedia, print, radio and large format billboards in a bid to unite the nation.

For more information on the adidas Jersey Tour, visit www.adidas.com

Ster Kinekor has partnered with TLC, Primedia Unlimited’s washroom advertising specialist, to gain the maximum exposure for four of its movies which will screen at Cinema Nouveaus over the next three months.

According to TLC’s Brett Tucker, Ster Kinekor’s awareness campaign for the movies Away We Go, The Cove, Bright Star and Last Station will see the creative for each movie prominently displayed on TLC’s Mirror Media, in six Cinema Nouveaus, as each film is launched.

“The creative for each movie will be rotated across the six Cinema Nouveau’s as they hit the big screen, capturing consumers’ attention and creating a demand to watch each movie,” says Tucker.

 Whilst Away We Go, directed by award-winning Sam Mendes, explores the comedic twists and emotional turns in one couple’s journey across contemporary America, The Cove sets the scene in Taiji, Japan, where former dolphin trainer Ric O’Barry has come to set things right after a long search for redemption.

Bright Star is set in London in 1818 when a secret love affair begins between 23-year-old English poet, John Keats, and the girl next door, Fanny Brawne, an outspoken student of fashion.

Last Station follows the journey of the Countess Sofya, Leo Tolstoy’s devoted wife, who suddenly finds her entire world turned upside down. In the name of his newly created religion, the great Russian novelist has renounced his noble title, his property and even his family in favour of poverty, vegetarianism and even celibacy, after she’s born him thirteen children!

“As can be seen from the different movie titles and themes, TLC is able to target a wide viewer audience with its eye-catching Mirror Media. What’s more, washroom foot traffic in the cinema environment is massive, enabling advertising messages to reach consumers before and after they watch a movie,” Tucker concludes.

Looking to broaden its target market to the younger generation by introducing trendy and appealing creative, orthopaedic shoe and foot care manufacturer Green Cross has partnered with South Africa’s leading mall advertising company, Primall Media. Currently flighting, the six-month mall campaign will engage Primall’s retail advertising expertise in the Cavendish, Gateway, Cresta and Menlyn shopping centres.

Primall’s Executive Head of Sales and Marketing, Lee Curtis explains, “As the Green Cross range and products can be purchased at various outlets within the selected malls, our clutter-free platforms and the trendy creative developed by King James, creates the desired attention. Malls today are the playground for the young, trendy and economically active consumer.”  

Securing Primall’s A0 static Icon directory units, Green Cross will boost its fresh new image, stay top of mind and direct shoppers to the nearest Green Cross stockist. “We place Icons around the malls either in the centre of the main walkways or near escalators. Most brands will take a number of Icons in order to receive comprehensive coverage of the mall floor plan. We’re excited to see the response of the youth market,” concludes Curtis.

The Green Cross campaign runs nationally until the end of June and again for a second burst between October and December 2010.

With the international award-nominated series, Chuck, debuting recently on SABC 2, the SABC needed a media platform that was able to accurately target its viewers. The broadcaster therefore selected Primedia Unlimited’s washroom advertising specialist, TLC, to get the message across to its consumers with ease. 

Featuring two-time Emmy Award nominee, Zachary Levy, as Chuck Bartowsk, a twenty-something computer tech, the series portrays what happens to Chuck’s life when he opens an email subliminally encoded with government secrets and unwittingly downloads an entire server of sensitive data into his brain.

According to TLC’s Brett Tucker, the one-month awareness campaign targets LSM 5 – 10 male and female consumers between the ages of 15 -35. It is currently running in TLC’s Standard Washroom Frames across 35 of South Africa’s top shopping malls.

“Having previously utilised TLC’s strategic media platforms, the SABC is aware of how directly they are able to communicate with its viewers.  As consumers spend significant dwell time within the washroom, they are able to easily absorb the advertising message,” adds Tucker.

Determined to drive brand awareness and promote its range of environmentally friendly products, Grohe Taps has for the first time signed up for washroom advertising with market leaders TLC. The three-month campaign showcases Grohe in the washrooms of 10 LSM A malls and Cinema Nouveaus with its “Taking a break? The environment needs one too” campaign.

Making use of TLC’s impactful full door wraps, Grohe has strategically used three different creatives to deliver its eco-friendly message to LSM 8 -10 men and women, in the highly relevant washroom environment. Over and above the environmental positioning, the Grohe campaign is designed to appeal to the ladies from a design point of view while their male counterparts are intrigued by the practical angle.

TLC’s Brett Tucker comments, “The Grohe campaign is running in a mix of 10 venues where the target market will be exposed to the high impact Door Wraps, plus they will think about Grohe whilst making use of a standard tap during the visit. Door Wrap advertising delivers brand messages quickly and effectively. Selecting strategic venues across Gauteng, KwaZulu Natal and Western Province in particular, ensures that Grohe would effectively reach the upper end of the market.”

Grohe products feature integrated water-saving technologies which restrict flow, without sacrificing performance or design. All products effortlessly save water and energy while delivering the perfect water flow.

Mall advertising strategically reaches shoppers in ‘the last mile’ before the point of purchase and has the ability to sway purchasing decisions on the spot

“Mall advertising is an integral part of Gucci’s overall strategy,” says Primall’s Lee Curtis. “As a marketing platform, it has the unique ability to influence consumer purchasing behaviour at the right time and in the right place. It’s also an effective channel for reaffirming Gucci’s brand name with its new key visual.”

Securing branding on Escalators, Lifts, Interior Billboards and Hanging Banners, the Gucci creative makes a striking impact at upmarket malls Gateway, Menlyn Park, Eastgate, V&A Waterfront and Sandton City.

“These executions allow Gucci to develop a multi-dimensional personality while positioning the sexy international creative to consumers, highlighting that the new fragrance is available for testing or purchase at retailers close by.”

According to Primall, the selected shopping centres will effectively target woman aged 25 – 35 in the LSM 7 – 10 category, alerting them to the fact that they can purchase a strong night version of the product they are already loyal to. “As Gucci is a luxury brand, aesthetic guidelines were strict, but our subtle, high end platforms perfectly suit the brand’s requirements,” adds Curtis.

The Gucci Flora campaign is supplemented by print, TV, in-store and on shelf displays and spray activity.

Financial services provider Coronation has selected Primedia Unlimited subsidiary Wideopen Platform to execute an indoor advertising campaign designed by Fox P2, to reach Cape Town’s young executives and investors. The communication takes centre stage through Wideopen’s new site at the Domestic Arrivals corridor at Cape Town International Airport.

According to Wideopen, the CIA Domestic arrivals corridor site is made up of ten large wall paper applications measuring running parallel to the length of the two corridor walls. Giving advertisers exposure to an estimated 270 000 LSM 7 – 10 domestic passengers per month.

Booked by media partner Vizeum, Coronation’s ‘The Future You’ spans the roughly 196m² until the end of May to effectively communicate the benefits of investing wisely and making the right choice early on in life.

Wideopen Sales Director Ryan Cohen comments, “The International Domestic Arrivals corridor is a relatively new site to the Cape Town Airport, allowing advertisers speak to a wide variety of passengers. Our holding enables us to offer advertisers repeated, uncluttered exposure to thousands of travelers monthly.”

Commencing in April and running until September 2010, all Daily Sun readers will get to see Vusi, Mamba Media’s principle cartoon character, take a Sho’t Left and explore SA.

The campaign, booked by Mindshare, is as a result of SA Tourism buying into Mamba Media’s Vusi. In essence, he is a good corporate citizen and will do well at encouraging South Africans to travel around their own country, before choosing an overseas holiday.  

“SA has so much to offer. There’s really no need to go overseas on holiday and spend vast amounts of money before residents have explored their own country. Sho’t Left encourages citizens to take a break – go to Durban, Cape Town, Kruger Park, Mpumalanga or many other local destination,” says Antoinette Abrahams, Senior Account Manager at Mamba Media.

The national campaign kicks off with Sho’t Left in May, whilst June will focus on SA Tourism’s welcome campaign – greeting international tourists and welcoming them to SA for the 2010 Soccer World Cup.

“This is the first time that SA Tourism is making use of Mamba Media’s engaging Vusi media platform. Its selection of the platform was based on the Daily Sun’s readership figures and target market,” says Abrahams.

“Using Vusi as an icon to relay important messages will see SA Tourism communicating with six million readers every week,” she adds.

Reporting that lactose intolerance currently affects a large percentage of the South African population, OmniMed has signed Primedia Unlimited’s indoor media company TLC for a three-month advertising contract to spread awareness of its lactose intolerance fighter Lactaze. The brand will be positioned in TLC’s national network of mall, Medicross and Netcare washroom environments to spread the word of relief to suffering consumers.

Treated by replacing digestion aiding lactase enzymes, OmniMed is South Africa’s sole distributor. Lactaze Extra Strength Tablets and Drops are currently available from leading pharmacies countrywide.

Targeting men and women aged 18 to 60, the campaign exclusively dominates TLC’s standard indoor billboard space in 25 LSM A and 10 LSM B malls, 35 Netcare and 26 Medicross environments.

TLC’s Brett Tucker says, “The washroom medium offers a revolutionary approach to communication with healthcare practitioners and their patients. The target audience is exposed to the advertising message at a time when they are most sensitive to this form of communication.

In the malls the Lactaze message will be exposed to a possible total 35 million LSM 7-10 consumers who will visit these washrooms over the three month period, some of whom may be undergoing treatment for lactose intolerance. We’re confident that the campaign will assist in driving both sales and awareness.”

Primall Media has secured new client Citroen for the brand’s first ever mall advertising campaign. Primall’s shopping centre parkade media will launch the car manufacturer’s new C3 to shoppers across the country for three months.

As shopping centres become increasingly busier year on year, making use of Primall’s prominent in-centre media, Citroen is set for maximum exposure to shoppers who may also be in the market for a new car.

“We’re delighted that more and more large brands are recognising the value of dominated advertising within the retail space,” comments Lee Curtis, Primall’s Executive Head or Sales and Marketing.

Founded in 1919 and as one of the world’s first mass-production car companies outside of the USA, Citroen brings the new C3 with its revolutionary Panoramic Windscreen to South African consumers this month. Until the end of May Citroen’s sexy C3 creative will be tastefully displayed in parkades at upmarket malls Hyde Park, Brooklyn, Eastgate, Cavendish, Tyger Valley, Montecasino, Menlyn and Gateway. Soweto’s Maponya mall will be displaying a separate Citroen Hanging Banner campaign.

“Primall’s holding affords Citroen the opportunity of ‘owning’ eight illuminated billboards per parkade, allowing Citroen complete brand domination in the various parkade spaces. Citroen wished to generate uncluttered exposure among affluent, motoring consumers in an environment in close proximity to Citroen dealerships. We’re confident that our Parkade advertising will effectively meet client objectives,” concludes Curtis.

Global fast food giant McDonalds has confirmed a 12 month campaign with Primedia Unlimited subsidiary Mamba Media following a successful three month campaign burst.

From July through to the end of September McDonalds booked rotating advertising banners in the popular Vusi Vuzela comic series which appears each week in the Daily Sun,” says Mamba Media Managing Director Craig Nadelman. “The three month campaign produced great results in both sales and awareness for the fast food chain, prompting it to sign a 12 month contract with us, effective from October.”

In addition to its advertising banners, McDonalds branding will be subtly interspersed into the Vusi Vuzela comic storyline.

“The cartoon format is an innovative means of communicating any message, it’s entertaining, easy to follow and stands out from traditional print advertising,” he says.

For the first time South African Breweries has entrusted TLC to promote its premium international lager brand Grolsch, to South African consumers. Having become the title sponsor of Cinema Nouveau, Grolsch’s national washroom campaign aims to create brand awareness amongst the high number of upper LSM cinema-goers who traverse the environments on a monthly basis.

According to TLC, as Grolsch is a global supporter of contemporary art and design, the sponsorship deal with Cinema Nouveau made perfect sense. Grolsch will leverage TLC’s washroom holding in the cinemas to grow the Grolsch brand awareness to entertainment-seeking consumers.

TLC’s Brett Tucker comments, “Using super-sized mirror decals and mirror media until the end of April, we have no doubt that Grolsch brand awareness will be impactfully driven to consumers. The bright green creative certainly brings a fresh and eye-catching change to the whole environment.”

The Primedia Unlimited owned washroom company believes that Grolsch’s target market of mature sophisticated beer drinkers in the high LSM categories perfectly fits the profile of consumers who frequent cinemas. “Our elegant digital mirrors in these thriving environments are a sure fire way to catch the eye, and appeal to these high end consumers,” concludes Tucker.

The renewed deal allows Queenspark to dominate the Cavendish parkade to rotate its J Crew’s Summer, Autumn, Winter and Spring collections across eight illuminated billboards over the contract period. Over the past two years, Queenspark has renewed its advertising partnership with Primall four times, the current one-year renewal being the longest single commitment to date.

Lee Curtis, Primall’s Executive Head of Sales and Marketing says, “We have a long-standing relationship with Queenspark, we’ve seen them return to mall advertising numerous times. The Parkade Holding is great for the brand as the billboards give Queenspark targeted exposure to shoppers both on entrance and exit, thus staying top of mind throughout the shopping experience.

Our parkade packages provide advertisers with ownership of the parking space by only permitting one advertiser to be represented per level. The platform creates a high end advertising canvas of a high traffic, previously aesthetically void area.”

This is the 5th year that local household favourite Dettol has partnered with Primedia Unlimited subsidiary TLC for innovative and targeted washroom advertising.

Andrew Kramer, Managing Director at TLC says, “Dettol’s new range of liquid soap is made with natural ingredients, packaged beautifully and marks an exciting opportunity for Dettol to extend its brand into a new category. We believe that our washroom advertising elements combined with tester units are an ideal strategy to not only launch the brand, but simultaneously encourage sampling.”

The new partnership has resulted in the decoration of approximately 18 Planet Fitness washrooms and showers alongside 25 malls washroom advertising venues nationwide.

“Dettol is so pleased with the progression of the campaign that negotiations are already underway to extend the advertising deal well into the second half of 2010,” concludes Kramer.

Engaging in a one–month washroom Mirror Decal campaign in South Africa’s 37 busiest cinemas, consumers were encouraged to log onto Roche’s “Breast Friends for Life Network” website to obtain breast cancer help and advice.

According to the website, HER2 stands for Human Epidermal Growth Factor Receptor 2 – commonly referred to by oncologists and breast cancer surgeons as HER2 or positive breast cancer. With National Cleavage Day being a popular and well known national event, it provided the most opportune time for Roche to raise awareness of Breast Cancer.

 For the ladies the eye-catching cleavage creative is tagged with the message ‘For your Breast investment, know your Her2 status’ while for the men the message reads “For your Breast investment, look after Her2”. Each execution gives consumers details of the Breast Friends for Life website.

TLC’s Brett Tucker comments, “With washroom advertising, the campaign being showcased need not fight for audience attention. Roche is able to take centre stage with its awareness drive, being the only advertising message that consumers are exposed to during their time in the washroom.”

The South African Gold Coin Exchange (SAGCE) has renewed its contract with Primall Media, South Africa’s shopping mall advertising specialist, for another year.

The renewal will see Canal Walk, Cavendish Square, Gateway, Nelson Mandela Square and Sandton City carry the SAGCE’s and The Scoin Shops alluring new creative on: 

• illuminated billboards inside the parkade areas;
• Icons (AO illuminated posters);
• Static Digital Ad Screens inside each shopping mall.

 According to Lee Curtis, Primall Media’s Executive Head of Sales and Marketing: “Primall Media has proven to be a vital link within SAGCE’s marketing strategy. It  ensures that consumers are educated about the benefits of investing in gold, thereby driving them to The Scoin retail outlets inside the malls, where they can purchase a variety of gold coins.”

Primall’s Icons and Static A0 Poster on the reverse of the Digital Ad Screen Ads are strategically located at all of the malls’ main entrances and passages, ensuring that SAGCE’s creative is seen constantly as consumers walk in, out and around each mall.

 “We look forward to enabling SAGCE to remain top of mind this year,” adds Curtis.

The Scoin Shops situated throughout South Africa, along with one located in the UK, London, are SAGCE’s retail outlets.

The Solal Awards are the International Council for Shopping Centres’ European Excellence in Marketing Awards, recognising best practice and outstanding marketing performance. These accolades are seen throughout the industry as a global benchmark of quality.

Lifestyle MD, Paul Carsley comments, “We’re thrilled to not only be competing on an international scale, but to be the only company on the African continent with finalist positions as well as being the singularly most nominated consultancy in Europe. We’re honoured by the accolade.”

Doug Mayne, National Marketing Executive at Lifestyle adds “In terms of finalists we are the best in Europe, it’s a significant achievement!”

Primedia Lifestyle’s winning marketing campaigns were Menlyn Park Shopping Centre’s Play Park, The Beach has Landed and Win a Million Birthday. Cape Town’s Cavendish Square was nominated for its Celebrity Campaign; Umlazi Mega City, Durban, for its Sipethe Osaziwayo campaign; Gateway Theatre of Shopping, Umhlanga, for the Vodacom Durban July Fashion Experience and Supersize Your Summer; Vincent Park Shopping Centre in East London was nominated for its My Vicinity Campaign.

Airport Shopping Safari South Africa secured its nomination with the opening of the Central Terminal Building at Cape Town International Airport. Due to the magnitude of this project, to enthuse staff the “You are part of something amazing” was the message used. Externally, “Cape Town International Airport is transforming to serve you better” was the message used to create a sense of ownership and excitement amidst airport users and the public at large. Experiential marketing techniques were implemented to ensure a successful opening and retail awareness of the new Central Terminal Building.  

The success of the various campaigns were gauged against quantifiable objectives including building brand awareness, increased turnover, added value for shoppers, increased foot count, sponsorships, database recruitments and PR generated for each campaign.

“The proven results of our marketing programmes and the unique talents of our teams are the key to our success,” says Doug. “For example our mandate for the Cavendish Square Celebrity campaign was to increase foot count for the fourth quarter and in turn, help increase Cavendish Square retailers’ turnovers for the same period. Local and international celebrity appearances from John Smit, Keri Hilson and the Parlotones, helped increase foot count for Cavendish and retailers’ turnovers beyond targets.

Despite the recessionary time, when national retail sales in South Africa declined by 5.1% in the last quarter of 2009 compared with the previous year (Source: www.growth.co.za), Lifestyle leveraged an increase in turnover as a result of these campaigns. It’s an incredible achievement,” adds Mayne.

 According to Lifestyle, its Sipethe Osaziwayo campaign for the Umlazi Shopping Centre, substantially increased shopper foot count during the campaign weekend. Turnover also increased versus the same period in 2008.

In just eight weeks, Lifestyle’s Vincent Park CRM project recruited 14 000 new consumers to the Vicinity Programme and the campaign intends to retain current shopper loyalty with rewards, incentives and prizes.

For the Menlyn Park Shopping Centre Play Park campaign, the Lifestyle team helped generate income to the target value between March and December 2009. A previously under-utilised space was created as a permanent children’s play area, distributing the same budget over a 10-month period, rather than a 10-day period as some other major events may do.

To add value for Menlyn shoppers, Lifestyle added a surprise element via give-aways and competitions which achieved sponsorships to the value of R 20 000 per month by obtaining support from relevant strategic alliances.

“Across the board our teams have done tremendously well in terms of delivering return on investment for our property owners and retailers. I commend each individual for the outstanding results. We look forward to the winning announcements at the 2010 European Marketing Conference in Portugal on the 17^th of June,” says Carsley.

Having recently announced its offer of affordable uncapped ADSL on a significant scale, MWEB has signed Primedia Unlimited’s Wideopen Platform to alert the vast Internet loving population moving through OR Tambo International and the Cape Town International Airports, of MWEB’s latest offering.

Wideopen Sales Director Ryan Cohen explains, “The selected sites are poised to reach MWEB’s target market of Internet active individuals, en masse and drive home the uncapped ADSL message.”

MWEB’s partnership with Wideopen enables the uncapped ADSL campaign to dominate a total of six lifts at OR Tambo International Airport and ten at Cape Town International and until the end of May.

At the time of the announcement, Rudi Jansen, MWEB CEO, said the time had come for South Africans to experience unlimited Internet. “Internet penetration in South Africa remains below par – in fact, South Africa has fallen behind a number of other African countries in recent times. The lack of well-priced, generously-provisioned bandwidth has been holding us all back, and as a result we have been missing out on an immense economic opportunity.”

MWEB’s uncapped ADSL campaign developed by FoxP2, and implemented by Vizeum Media, extends to TV, radio, print, online and retail.

To promote its phone insurance product, cellular provider Vodacom partnered with TLC and Posterscope for a unique washroom advertising campaign to communicate the necessity of having cell phone insurance, how easy it is to misplace a phone, and the subsequent costs involved in replacing it.

 The entire communication strategy ran across 25 LSM A shopping malls, 37 cinemas and 18 planet fitness washrooms for the two-month festive season campaign. TLC successfully rolled out the entire execution within just five days of receiving the artwork – further enhancing its reputation of being able to take any campaign to market within a minimal lead time.

Five alternate A4 format cell phone decals with screen messages such as “Did I leave it at home?” and “Maybe I left it on the fridge?” were flighted in washrooms nationally.

Each venue was adorned with 30 die cut decals in relevant positions where a consumer may possibly leave his or her phone behind, such as on hand dryers, alongside washroom basins and on the floor of washroom cubicles. These innovative decals worked hand in hand to create awareness, reinforced with TLC’s standard washroom frames to give consumers all they need to know about applying for cover.

TLC’s Brett Tucker explains, “The Vodacom Insurance decals actually look like real phones and were placed near the hand basins and the surrounds to look like someone had left their phone behind. Consumers were instantly lured to the decals for a closer look. It really is an effective concept.

This was one of the most innovative and engaging campaigns that TLC has ever run, we’re delighted that the Roger Garlick judges agree!” concludes Tucker.

According to Ryan Cohen, Sales Director of Wideopen, the campaign runs from April to July.

“Top TV has contracted two of Wideopen’s impressive outdoor sites to get the message across that Top TV subscribers are able to select packages that meet their viewing needs and their budget,” he says.

Top TV CEO, Vino Govender, recently explained, “We intend to make pay TV accessible for all South Africans, not only the wealthy.” Gugu Sibeko, Top TV GM in charge of local channels, added, “We will offer quality and powerful programmes never seen before in this country, and our nine local branded channels will be our key drivers.”

The first outdoor site, Wideopen’s Shoshanguve hoarding, is strategically located at the main entrance to the Shoshanguve township in Pretoria. It is easily visible to all traffic traveling towards and away from the area. “The impressive site, 200m² in size, draws the attention of over a million potential consumers monthly,” says Cohen.

The second Wideopen site, located in Pretoria’s Church Street between Potgieter and Schubart Streets, is visible to all commuter and pedestrian traffic traveling west out of the city. “This large format mega sign faces Church Square, has a long run up, and is highly visible ensuring significant absorption of the message,” adds Cohen.

Whilst Top TV will run a teaser campaign in April, its launch will take place on 1 May.

Andrew Kramer, Managing Director of TLC explains, “Based on the success Gaviscon has experienced through the washroom platform, the brand has returned for a further six months. We anticipate a further round of outstanding results for this client.”

The Gaviscon message will be split between TLC’s Nightlife and Cinema environments, ensuring that its fire-fighter character reaches outgoing consumers in 200 venues countrywide.

This national contract renewal comes on the back of a highly successful media partnership between DGB and TLC since 2006. “The DGB campaigns enjoy a close to zero wastage as our platforms speak to pinpointed audiences at the point of consumption. Jagermeister has experienced a massive increase in awareness and a lift-off in sales,” comments Andrew Kramer, MD for TLC.

“DGB was one of the first clients to use our both our Talking Frames and Mirror Media options – with great success,” says Kramer. “We look forward to working with DGB for another year. We take the renewal as confirmation of the effectiveness of washroom media,” adds Kramer.

Aimed at capitalising on the high traffic zone traversed by upper LSM motorists, the Lexus “A Million Skies to Drive Through” creative designed by Draft FCB will dominate the site adjacent to the upmarket Melrose Arch as part of its launch campaign.

Wideopen Sales Director Ryan Cohen explains, “The site is perfectly located along the arterial route to and from Sandton and frequented by work-bound, high income executives. Coupled with this, the dimension of the site lends itself beautifully to the concept of being able to travel through a million different skies in the new convertible.

The brief from Lexus was to create impact and draw attention to the new vehicle. We’re confident that the size, location and innovation which underpin the campaign has achieved just that.”

MNI Lifestyle has renewed its contract with South Africa’s leading washroom advertising specialist, TLC, for another four months. The move follows on the back of its tremendous success and increased product sales arising from its washroom advertising campaign recently conducted by the Primedia Unlimited subsidiary.

MNI Lifestyle initially inked a three-month contract with TLC in November last year to promote its female only campaign for the i-slim Diet Rescue brand, developed by the Medical Nutritional Institute, to LSM 7-10 consumers between the ages of 18 and 40.

The product combats the accumulation of excess body fat, or weight gain, when women succumb to temptation and break their diet.

Whilst the first campaign commenced in December and engaged with women throughout 37 cinema holdings nationally, utilising over 300 indoor billboards, the second leg is still underway in the same cinemas nationally and in over 296 Indoor Billboards across LSM A shopping centres nationwide.

“The contract renewal will see MNI Lifestyle keep its strategic cinema washroom presence in June and July, and take advantage of TLC’s innovative mall washroom platforms in 25 LSM A Malls in November and December 2010,” says TLC’s Brett Tucker.

“MNI has created an extremely effective campaign by ensuring that its target audience has clear access to its communication, in an environment where the product is readily available to purchase,” he adds.

“The continued success of the campaign has ensured that i-slim Diet Rescue is a regular in the TLC washroom space.”

Running from April to July, the four-month TLC Twinsaver campaign aims to target female consumers, aged between 18 and 40 in the upper LSM 7-10 category, with its bold and attention grabbing Twinsaver, The Softer Side of SA campaign.

According to TLC’s Brett Tucker, the washroom advertising specialist has created a holistic and engaging environment for Twinsaver in 37 of its Cinema washroom holdings across the country.

“Not only has Twinsaver booked cubicle wraps and external door branding, it has also used the back of the door frames to extend the washroom concept, confirm communication details of the message and ensure dominated presence,” he says.

Each cubicle has been transformed to portray the softer side of life, complete with family photographs and lots of flowers on the cubicle walls, making consumers feel as though they are in a home away from home. “TLC’s cinema holding has the ability to engage with 700 000 female consumers in an environment where household shoppers, typically female, are able to purchase the product within the mall,” adds Tucker.

Twinsaver is a light-hearted, caring and family-orientated brand and its intention is therefore to create a campaign that encourages its consumers in a way that’s relevant to the brand and what it stands for.  The ‘Softer Side of South Africa’ campaign plays on the thoughts and feelings of South Africans in a positive manner, showcasing some remarkable stories, tales and moments, whilst highlighting the values of the brand in a warm, optimistic and sincere manner.

The multi-media campaign also incorporates TV, radio, print and national events.

Differin® (adapalene 0.1%) is a Topical Retinoid acne treatment with the advantage of being better tolerated.

The year-long advertising contract tasks X/procure^® to ensure that pharmacists are aware of the product and its benefits in the treatment of mild to moderate (non-inflammatory/comedonal and inflammatory) acne. X/procure^®‘s JD Henderson says, “Acne is an extremely common condition which unfortunately has a significant impact on the sufferer’s quality of life. Through the exposure of Differin® on our system, we aim to assist in spreading the word to pharmacists nationwide that patients need not suffer, and that there is an effective treatment available.”

Devised by X/procure^® , the Intervention Ad, which is one of the chosen advertising mediums Galderma has authorised,  elevates Differin® against competing treatments in the same category. On this platform, advertising appears on screen when pharmacists order acne treatments. It reminds the pharmacist that Differin® should be considered as the primary treatment for acne, and an essential part of maintenance therapy.

Created in 1981, Galderma is a joint venture between Nestlé and L’Oréal. It specialises in the research, development and marketing of therapeutic, corrective and aesthetic solutions for dermatology patients and is a leading player in the worldwide dermatology market.

X/procure^® is the market leader in electronic procurement and advertising portal. Its software is utilised in over 1200 pharmacies nationwide.

Running in strategically positioned shopping malls and cinema washrooms across the country, SANBS will be utilising TLC’s Super Mirror Decals in 16 cinemas, 15 malls and 21 Jetmart stores for two months.

“This is the first time that TLC’s Jetmart holding will make use of our captivating Mirror Decals,” says TLC’s Brett Tucker.

“SANBS wanted to ask consumers a question while they are standing in front of a washroom mirror. The payoff line, ‘If you are looking at a blood donor, you are famous to someone’, can’t help but draw its target audience in,” he adds.

The clever creative plays on emotion, drawing attention to an extremely worthwhile cause and letting its audience know that there is a way that they can assist.

Primall Account Manager Deshendri Reddy comments, “Client is extremely happy with the Digital Ad Screen medium as it allows them great exposure and creative flexibility, coupled with the ability to link adverts directly to the location of the Timberland store, once the ads are touched.”

To drive shopper’s feet through doors, the Timberland sale campaign will be flighted at selected upmarket malls Canal Walk, Cavendish, Eastgate, Gateway, Menlyn Park, Nelson Mandela Square, Sandton City and Riverside Mall.

Primall’s Executive Head of Sales and Marketing, Lee Curtis adds, “The advertising opportunities inherent in our Ad Screens are numerous. Retailers and brands are able link adverts to stores in the mall stocking the goods on promotion while shoppers are able to interact with brands and enjoy a more informed shopping experience. In addition, creative changes to the Ad Screens can be made within a matter of minutes.”

According to TLC’s Brett Tucker, YFM wanted to promote the key facts of its own advertising platform to those most likely to purchase advertising space.

YFM selected the Primedia Unlimited subsidiary’s standard Washroom Frames to get its message across in 25 media agencies across the country.

“These are the people who decide where and when to purchase advertising space.  YFM wanted to ensure that it remained top-of-mind throughout the year,” says Tucker. “YFM’s core Target audience would likely see the advert twice a day in an uninterrupted and relaxed fashion as opposed to Media Reps harassing planners all day long”.  “The creative was not only effective, portraying the station’s arty, stylish and sophisticated look, but also served as daily reminder.”

Aimed at LSM 8 – 10 chocolate loving adults and children, Lindt has secured Primall’s V&A Edgars and Woolworths advertising package, comprising of four double-sided, 4m hanging banners and branded escalators.

According to Lindt, they selected Primedia Unlimited’s Primall as its advertising partner due to the mall specialist’s ability to create awareness at the point of purchase which will ensure that the Gold Bunny remains top of mind during the Easter period.

Laura du Preez, National Communications Manager for Lindt explains, “Through our marketing efforts we aim to bring our bunny to life through promotional animation and to make it the ‘hero’ of Easter.  Our campaign allows the consumer to interact with our bunny on all levels. At the point of purchase, the mall platform closes the loop in Lindt’s TV, competition and sampling efforts.”

Lee Curtis, Primall’s Executive Head, Sales and Marketing adds, “Lindt’s appealing creative creates great curiosity. Combined with the positioning of the mall advertising, the campaign allows Lindt to capitalise on extended dwell time which economically active families spend in malls.”

All Lindt products are made out of the finest chocolate and created with passion by the Lindt Master Swiss Chocolatiers, making them so unique. To make this year’s Easter even more festive the Lindt Master Chocolatier has added a delicious white chocolate Gold Bunny to the family.

According to TLC’s Brett Tucker, innovative Mirror Decals, Floor Decals, Wall Decals and Standard Washroom Frames were the order of the day in female cinema washrooms for the two-month campaign.

“The idea was to target LSM 8+ female consumers, aged 16 to 40, as the game is geared for Moms and their children,” says Tucker. “The life-simulation computer game takes the player through the daily activities of one of more virtual personalities in a suburban household near SimCity.”

The Mirror Decals were effectively positioned just above consumers’ heads while they standing facing the washroom mirror, whilst a never-been-done-before, enormous wall mural drew consumer’s attention when exiting the washroom.

“The SIMS3 was able to strategically target 700 000 female cinema-goers and 16-million mall consumers, captivating them with larger-than-life creative to ensure that they absorbed the message,” adds Tucker.

The four-month TLC shopping mall washroom campaign, December to March 2010 sees e.tv stopping consumers in their tracks as they enter the washrooms inside eight LSM B shopping mall washrooms across South Africa.

“Every cubicle door in each washroom is covered from top to bottom with e.tv’s creative. There is no way that the target audience, men and women between the ages of 12 and 60 that fall within the LSM 4 – 10 income bracket, can miss this exciting campaign,” says TLC’s Brett Tucker.

“Shopping malls are known for their massive foot traffic. There are over 3.5 million women shopping at these malls. Of these, at least 875 000 will enter a washroom and be exposed to the message. That’s excluding male consumers who also take a trip to the washroom,” says Tucker.

As a first-time selector of TLC’s door wraps, e.tv is bound to create its intended impact. “With the cubicle doors located right next to each other, the creative also builds a storyboard effect for consumers ensuring that they look at each door, from left to right,” he adds.

 The message is clear, ‘With over 1000 movies to choose from each year, you can afford to be free with e’.

Making use of the mall advertising specialists’ Digital Ad screens, Diners Club takes its million-mile campaign to 18 malls nationwide.

Partnering with media agency OMD, the advertiser has secured 93 Digital Ad Screens throughout Primall’s national shopping centre holding to encourage current clients to use their Diners Card whilst shopping, and at the same time entice potential clients to sign up and enter the draw.

Lee Curtis, Executive Head, Sales and Marketing at Primall says that mall advertising provides strategic exposure to consumers while they are close to retailers who support Diners Club cards. “Our digital advertising platform is attention grabbing and interactive, allowing consumers to physically engage with the brand. It’s a winning combination for many of our advertisers.”

The Win a Million Voyager Miles Digital Ad Screen campaign is supported by radio and outdoor advertising for the competition duration.

Distributed by Genop Healthcare, GANFORT^® eye drops contain 0,3 mg/ml bimatoprost and timolol maleate equivalent to 5 mg/ml timolol for the reduction of intra-ocular pressure (IOP) in patients with open-angle glaucoma or ocular hypertension who insufficiently respond to topical beta-blocker or prostaglandin analogues.

X/procure^® facilitates electronic advertising directly to the pharmacist, allowing advertisers the unique opportunity to present and promote products at the time that buying and ordering decisions are made.

Designed to educate and alert pharmacists to the new product and encourage referrals to consumers at the point of purchase, GANFORT^® launch creative will appear on X/procure^®’s innovative Announcement Screens and HTML Message on the electronic pharmaceutical procurement system for one month. The X/procure^® software enables more than 63% of SA pharmacies, who utilise electronic ordering software, to purchase scheduled and OTC pharmaceuticals direct from suppliers.

Andre Groenewald, Allergan’s Marketing Manager’s comments, “X/procure^® and its many value propositions play an important role in notification to the pharmaceutical market of new products or existing product information. X/procure^® has always been an important part of the media mix for us.”

X/procure^®’s JD Henderson explains, “The Ganfort creative draws pharmacists’ attention to the launch of the product and effectively delivers its unique selling proposition of ‘Control under Pressure’ at the point where pharmacists place their stock orders. Our ability to feature pharmaceutical advertising at the point of purchase has proved to boost the launch of OTC and scheduled pharmaceuticals.”

The Primedia Unlimited washroom advertising specialist has ensured that airport travellers, who are sure to make use of the washroom before they board their flight, can’t avoid looking at adverts, displayed inside their washroom frames, when they close the cubicle door.

According to TLC’s Brett Tucker, Essentiale has made sure that its creative, with a bias towards male consumers, is relevant for the airport environment. The payoff, ‘Your liver is like Airwolf, it was great when you were young’ greets consumers in a space where they may be feeling the effects of overindulgence.

“Airports are always busy, ensuring significant consumer interaction,” Tucker concludes.

Canon selected Primall Media’s innovative Digital Ad Screens to ensure interaction with consumers, at the point of purchase, in high foot traffic shopping malls. The objective was to generate awareness around its waterproof PowerShot D10 camera during a two month period.

“Canon’s creative, located on Primall Media’s 87 Digital Ad Screens within these upper LSM malls, was intended to drive consumers into stockists of the PowerShot D10 through the Ad Screen’s Store Find function,” explains Primall Media’s Executive Head of Sales and Marketing, Lee Curtis.

“A great creative execution, positioning which ensures increased visibility and awareness together with the Screen’s interactive functionality, help guide consumers in store” he adds.

Targeting upper LSM shoppers, Canon signed on with Primedia Unlimited’s mall advertising specialist in 15 malls across South Africa namely Cavendish Square, Canal Walk, Vincent Park, Greenacres, Loch Logan, The Glen, Hyde Park, Fourways, Sandton City, Nelson Mandela Square, Greenstone, Eastgate, Menlyn, Midlands and Riverside.

“Over 40 dedicated cinema washroom venues countrywide were availed to Yardley Oatmeal. Talking Frames were confirmed as the ideal platform as its added element of an audio clip combines the advertiser’s message through visual and auditory senses,” says TLC’s Brett Tucker.

Exclusively targeting women of varying age and demographic profiles, TLC worked closely with Page Three Media who confirmed the synergy of washroom media for Yardley. “It’s a cost effective means of using media space differently,” says Brett, “mainstream cinema audiences are traditionally fun, young and open to new means of communication.”

Yardley Oatmeal’s Even Skin range uses olive oil, grapefruit and kiwi extract to naturally solve problem skin. The range is scientifically proven to reduce dark spots within 28 days and has been clinically tested to tone complexion and reduce dark marks in light and dark skins.

What better way is there for a vitamin and immune boosting supplement to reach its male target market than to advertise in a dominated media environment where its potential consumers spend a lot of their ‘down’ time?

Realising the uninterrupted dwell-time potential of TLC’s Washroom Frames Revite Vit-T-Go, a delicious supplement containing vitamins that boost energy naturally, and Teavigo, a pure green tea extract which improves the immune system, has contracted Primedia Unlimited’s washroom advertising specialist TLC, to promote the product to active consumers within the LSM 7-10 market.

According to TLC’s Brett Tucker, the advertising creative for Revite’s Vit-T-Go supplement will enjoy premium attention in its Standard Frames in 37 cinemas and 18 Planet Fitness gyms across the country.

“Cinemas and gyms offer the ideal media platform to promote Vit-T-Go to active consumers in relevant environments where they are able to understand and absorb the message,” says Tucker.

Owned by Pareto Limited, Fountainhead Property Trust and Kaplan Family Trust, Westgate Shopping Centre yields an annual turnover of R1.8 billion with an estimated 14.9 million shoppers visiting the centre and its 189 tenants each year.

Of its 58 leading South African malls portfolio, Primedia Lifestyle’s clients include blue chip malls Gateway Theatre of Shopping, The Zone @ Rosebank, Riverside Mall, Tyger Valley Centre, Cavendish Square and Connect, Menlyn Park Shopping Centre and Chatsworth Centre to name a few

Molefi Moloantoa, Primedia Unlimited’s Divisional CEO comments, “We’re delighted with the rate at which our portfolio is expanding and that property owners are solidifying our position as the market’s leading shopping centre marketing consultancy. We look forward to assisting the team in improving turnover, footcount and encouraging repeat visits.”

Westgate opened its doors for trade over 20 years ago with no competition in the immediate vicinity. It has since grown to Super Regional Shopping Centre status, filling its 1km stretch with many notable national retailers under its roof. Westgate’s anchor tenants include Woolworths, Edgars, Pick n Pay, Ster Kinekor, Game, Checkers Hyper and Mr Price to name a few.

Paul Carsley, MD for Primedia Lifestyle adds, “Our scope of work will include providing Westgate with production and marketing services, assisting in the conceptualisation and implementation phases of promotions and major event spectaculars. We can’t wait to get going!”

With the objective of drawing even more attention to its brand, Veet, a Reckitt Benckiser product, selected Primedia Unlimited subsidiary TLC’s larger than life Cinema and Planet Fitness gym washroom Door Wraps to target LSM 7 – 10 female consumers for its Veet Wax Strips promotion.

The national campaign will see two Door Wraps per washroom erected in 37 cinemas and 18 Planet Fitness’ gyms to carry Veet’s alluring Cold Wax Strip creative this March.

TLC’s Brett Tucker says that Veet wants to communicate with females in higher LSM groups who currently shave their legs. “Cinemas and Planet Fitness environments meet Veet’s target market profile. As such, it is these women who will benefit from Veet’s products by using them as an alternative to shaving,” he says.

“Veet has enjoyed tremendous success by utilising TLC’s standard Washroom Frames in the past. This time, the consumer impact factor will be even bigger and bolder,” Tucker concludes.

According to Lee Curtis, Primall Media’s Executive Head of Sales and Marketing, M-Net has inked one of Primall Media’s Parkade packages for one month, consisting of 36 light boxes spread across the Riverside, Tygervalley, Pavilion and Sandton City shopping malls to relay the message to male consumers.

“Eight light boxes, strategically located inside the parkade of each of these shopping malls, creates a vibrant and exciting shopping experience for the consumer, enabling them to better absorb the message,” says Curtis. “The creative also entices current and potential M-Net viewers to watch the series, which M-Net envisages will become a signature show for the channel,” adds Curtis.

The reality series hosted by Colin Moss aims to find a group of 25 to 35-year-old men, who have ‘let themselves go’ – the overweight, average couch potato who would far rather have a beer than a jog. Through the transformative power of Martial Arts, and Muaythai in particular, they have the opportunity to turn into lean, formidable fighting machines.

“Way of the Warrior will be a challenge to contestants but it will be incredibly rewarding for them in the end. They will not only become great fighters but they will transform their bodies and minds in the process. They will become warriors!” says Colin Moss.

Nu Metro Interactive has signed Primedia Unlimited subsidiary Primall Media to generate awareness around and drive sales of its PS3, XBOX and PC game, Aliens vs Predator, in a an intensive one-month campaign.

Targeted at 18 to 30 year old males, gaming and brand Alien vs Predator fans, the latest offering appeals to both a hard-core FPS audience and to the casual gamer.

“The advertising creative, strategically located on Primall Media’s Digital Ad Screens in Canal Walk (9), Fourways (4), Sandton City (10), Eastgate (7) and Gateway (10) shopping malls increases exposure of the game and therefore the demand for it,” says Lee Curtis, Primall Media’s Executive Head of Sales and Marketing.

“Advertising in the consumer space increases the casual gamer’s awareness of the product, in an environment where it’s readily available to purchase, thereby increasing sales,” he adds.

The prime outdoor media site, an impressive 206m², is located on the exit route at Durban International Airport’s multi-storey parkade. Booked by Nota Bene and created by The Jupiter Drawing Room, the advert is visible to all traffic driving through the airport.

“Sanlam’s large-format, close impact building wrap targets LSM 7–10 consumers, who travel in over 250 000 vehicles which pass through the airport each month,” says Ryan Cohen, Wideopen Platform’s Sales Director.

The creative urges consumers to partner with Sanlam on a journey to realise their hopes.

To promote unity amongst South Africans leading up to the World Cup, Castle Lager has gone to market with it’s ‘Different Tribes One Voice’ campaign. Wideopen Platform was tasked to execute a large format outdoor campaign to target male consumers aged 20 to 40 in the LSM 5 – 10 category.

Running for eight months, Wideopen’s Westgate Liquors’ landmark building wrap is visible from the M2 East, West and Selby off ramps, offering Castle unsurpassed visibility to LSM 5 -10 pedestrians and commuters. The 997m² wrap will deliver Castle’s message to approximately 138 245 vehicles daily.

Ryan Cohen, Sales Director of Primedia Unlimited’s Wideopen Platform subsidiary says, “Making a big impression fitted SAB’s requirements to capture the attention of the faithful Castle consumer. The strategy behind the campaign is to instil a sense of camaraderie and bring South Africans together through the Castle Lager brand.”

Creative for the Castle ‘Different Tribes One Voice’ campaign was conceptualised by Ogilvy and placed by Initiative Media. The campaign simultaneously flights nationally across TV and outdoor.

Established in 1895 by Johannesburg’s Charles Glass, today Castle Lager is brewed in nine countries and consumed in over 40 countries.

The next six months see a second aggressive Intervention campaign for Galderma’s Benzac AC-5 Acne Gel, a topical bactericidal and anti-inflammatory benzoyl peroxide preparation. X/procure^®‘s Intervention Adverts are a repetitive reminder to the ordering pharmacist, giving the product an upper hand against competing acne treatments in the same category. X/procure^®‘s Announcement Screens will also be utilised to build Benzac’s brand awareness.

Benzac Product Manager Peter McGill comments, “Benzac is the market leader in the OTC Acne category. We chose to renew with X/procure^® as we believe Benzac’s presence on the system improves brand awareness and effectively communicates its Unique Selling Points to the purchase decision maker. Advertising on the X/procure^® interface enabled us to grow our market share on orders placed via X/Procure^® by 3.9% to an overall market share of 52.3% within the category between January 2009 and October 2009.”

The X/procure^® software is currently installed in over 1200 pharmacies nationwide. The Galderma campaign will feature across the X/procure base^® until July 2010.

Primedia Unlimited subsidiary and shopping mall advertising specialist Primall Media is proud to be a part of Puma’s extremely successful Love = Football multi-media advertising campaign. The two-month mall media element was booked by full-service media agency, Starcom, and ran for a period of two months.

According to Lee Curtis, Primall Media’s Executive Head: Sales and Marketing, when tackling its brief to assist Puma to effectively launch its new football boots and national kits for the 2010 season, several mall options became immediately apparent.

“Exterior Billboards which catch consumer’s attention upon arrival, combined with Interior Billboards, Hanging Banners, Glass Entrances and Digital Ad Screens located within high traffic malls, provide a wide variety of innovative ways for Puma to break through the traditional advertising clutter,” he says.

Some of the largest malls in South Africa namely Menlyn Park, The Pavilion, the V & A Waterfront, Maponya Mall, Canal Walk, Nelson Mandela Square and Sandton City carried Puma’s captivating creative.

“Our media platforms within these shopping malls offer our clients a dominated media environment, ensuring Puma was top-of-mind throughout a consumer’s entire shopping experience.

 Starcom knew that Puma needed a campaign that would touch every aspect of a football fan’s life, not just while they were in the traditional football media space,” says Lee.

Other elements of the campaign included print, online, guerrilla marketing and outdoor billboards.

Primedia Lifestyle’s marketing expertise currently governs 1.1million square metres of gross lettable retail area, offering its portfolio services including conceptualisation and implementation of annual marketing strategies, financial administration of the marketing budget, exhibition management, media planning and buying and brand management, to name a few.

Molefi Moloantoa, Primedia Unlimited’s Divisional CEO comments, “We’re delighted with the acquisition of Southgate and look forward to engaging our niched strategic marketing expertise to promote the malls to the best possible extent.”  

Owned by Pareto Limited, Sycom Property Fund and Fountainhead Property Trust, Southgate Mall is a pioneer in the shopping centre industry as it became the first regional centre which met the needs of the rapidly evolving Southern suburban market. It is known as the gateway into Soweto, the most dynamic former township area in the country.

Southgate is home to shoppers from Mondeor, Meredale, Kibler Park, Winchester Hills, Naturena as well as several peripheral areas including Soweto, Ennerdale, Eldorado Park and the Johannesburg CBD. The area covers an estimated 381,441 households with an average monthly expenditure of R2, 364 totalling R8.3bn annually.

Paul Carsley, MD for Primedia Lifestyle believes that the company’s success is rooted in its ability to provide exclusive marketing and activation opportunities for malls ranging from convenience centres to super regionals. Its mall strategy and campaign expertise is evidenced by receiving 16 Maxi Award nominations and four Maxi Awards since 2002.

“Our unique ability to develop and execute specialised mall marketing strategies provides our clients the maximum return on investment for their retail properties. Having Southgate added to our portfolio strengthens our position as the number one specialist shopping centre marketing consultancy in South Africa,” says Carsley.

Volkswagen recently selected Primedia Unlimited subsidiary, Wideopen Platform, for its larger than life outdoor hoardings, to ensure the successful launch the all-new VW Polo to consumers.

Running until the end of April 2010, Polo’s national outdoor campaign has been strategically positioned on three of Wideopen’s prime sites.

Located in high traffic areas, the hoardings that sport the captivating Polo creative are located on Grayston Drive (towards Benmore) in Johannesburg; along the exit road at Cape Town International Airport, targeting all traffic leaving the airport; and on a multi-story building wrap located at the entrance to Durban International Airport, drawing attention from all travellers entering the airport.

According to Wideopen’s Sales Director Ryan Cohen, Volkswagen has geared its campaign towards the upper LSM income groups, 7 – 10. Booked by MediaCompete and created by Ogilvy Cape Town, the artwork ensures consumers that they can ‘Expect Big Things’ from the new Polo including, ‘Quality & Technology & Design & Safety’.

“Wideopen is renowned for its success when it comes to creating big brand presence and impact – two qualities needed when it comes to the successful launch of a new brand or product,” Cohen concludes.

 X/procure^®’s innovative advertising solutions have been a part of Zinplex^®’s marketing strategy since September 2006. X/procure^®’s JD Henderson believes that Zinplex^® returns to the fold as the platform assists the brand in maintaining market share.  

The new campaign strategy is pinned on the basis of continuing to boost brand awareness and now includes X/procure^®’s screensaver platform to the existing banner advertising strategy.

Whenever pharmacists are logged into the X/procure^® system, the Zinplex^® banner  is visible for 20 seconds at a time, alternating with the other 19 banners throughout the day, while the Zinplex^® screensaver drives home the brand whenever pharmacy computers remain idle.

According to recent Ipsos Markinor research, it was found that the highest brand recall of products advertised on X/procure^®, were products on screensavers and banner ads.

Zinplex^® Moisturising cream is founded on Zinc supplement combination research, with its formulation proven to alleviate skin conditions such as acne, eczema, cold sores and the common cold.  

JD comments, “With X/procure^®’s network of electronic procurement software spanning 63% of pharmacies utilising electronic ordering systems throughout South Africa, we’re confident that this campaign will deliver the desired brand awareness. Our system has the unique ability to directly target pharmacists, pharmacy assistants and front shop assistants.”

The prime outdoor media site, an impressive 206m², is located on the exit route at Durban International Airport’s multi-storey parkade. Booked by Nota Bene and created by The Jupiter Drawing Room, the advert is visible to all traffic driving through the airport.

“Sanlam’s large-format, close impact building wrap targets LSM 7–10 consumers, who travel in over 250 000 vehicles which pass through the airport each month,” says Ryan Cohen, Wideopen Platform’s Sales Director.

The creative urges consumers to partner with Sanlam on a journey to realise their hopes.

According to TLC’s Brett Tucker, the innovative use of the Primedia Unlimited subsidiary’s washroom Ad Mirror medium allows successive advertising to create a singular storyboard message.

Targeted at upper LSM consumers in five Cinema Nouveau complexes across the country, Eskom again booked three consecutive mirror media slots, with three different sets of creative, which flights for two months.

Whilst the first campaign built awareness of Eskom’s energy saving savvy, this one appeals to consumers to conserve power by using water sparingly and using more cold water. 

“Eskom’s previous campaign worked extremely well for the energy provider. The renewal will build on previous success and engage with both male and female consumers,” concludes Tucker.

Wideopen’s Sales Director Ryan Cohen says, “Wideopen is extremely proud to have GTI onboard, especially as it’s our first international client.”

GTI, a tax, audit and advisory financial institution, aims to sink its teeth into the upper LSM South African market with its campaign, ‘Big Decisions Follow You Around’. It asks consumers,  ‘The Recovery Will Come. Will We Be Ready?’

According to Cohen, GTI has selected two giant-sized building wraps to get its message across. “One is situated in Johannesburg on William Nicol in Hyde Park, whilst the other is in Cape Town’s city centre on Loop Street,” he says.

“South African consumers may have heard of GTI, but may not be aware of how easily the company’s services are available to them. Wideopen’s large-format outdoor media platforms are geared to create big brand presence, which is exactly what GTI needs to do when entering a new market,” adds Cohen.

According to SANBS it needs to recruit between 12% – 15% in new donor numbers every month to make up for members which have fallen out of the donor system.

Antoinette Abrahams, Mamba’s Senior Account Manager explains, “For the 2010 World Cup SANBS need at least seven days of blood stock to provide for emergency services. Currently it only has 2 – 3 days in reserve. We’re confident that the SANBS presence alongside Soccer Warrior will influence a positive call to action.”

The SANBS branding, woven into the storyline of Mamba Media’s weekly Soccer Warrior cartoon will appear in the Daily Sun for a period of nine weeks. The main objective of the campaign is to encourage all South Africans to donate blood regularly and in particular, people with the common O blood group, which is in high demand.

Appearing weekly in the Daily Sun, the SANBS branding is displayed throughout the full page comic with the “Your blood saves lives” tag line prominently captioning the insert. “Utilising the comic medium has proven to entrench advertisers’ brands with the multitude of Daily Sun readers. Because Soccer Warrior is a regular feature and so anticipated and respected by readers, SANBS will consistently be top of mind,” concludes Abrahams.

The Mamba SANBS Save a Life campaign will be backed by national radio for the campaign duration.

Kicking off the one-month airport package, Integrity Software uses cheeky creative showing ladies who appear to be peeping over the washroom door accompanied by catchy copy “Make sure this is the last time you get caught with your pants down” and “Hands full? Then maybe we should be handling your software”. The quirky campaign brings a smile to your face while making the brand offering quite clear.

Brett Tucker of TLC explains, “Integrity Software wished to communicate to business men only on a national level, hence our bustling airport network was ideal. The high foot falls of predominantly business owners, entrepreneurs and employees through airports offer our advertisers a unique exposure opportunity.”

Integrity Software is fast becoming the leading software supplier in the South African short term insurance industry, providing software solutions for brokers.

16 February 2010, Johannesburg – Promoting its latest Chicken and Avo Wrap and McValue Meals to hungry shoppers around the country, McDonald’s South Africa has partnered with in-mall advertising specialists Primall Media to boost awareness via its network of Digital Ad Screens.

Showcasing until the end of April 2010, the campaign positions McDonald’s to an estimated 10 850 000 shoppers in nine malls across the country using Primedia Unlimited’s infrastructure.

The interactive Chicken and Avo Wrap advertising commenced flighting in the first two weeks of February, whilst the McValue Meal campaign kicked off from the 15th February until the end of April 2010.

The objective of the promotion is to highlight the restaurant’s low-cost offerings. McDonald’s expects the campaign to inform its customers and to yield long-term brand equity through association with the Primall’s cutting-edge digital technologies.

McDonald’s is building brand loyalty through a local partner channel and this promotion seeks to reach the South African consumer in a way that integrates with their daily lives. 

Lee Curtis, Primall’s Executive Head of Sales and Marketing says that Primall Media’s Digital Ad Screens are full LCD HD touch screen units which stand at eye level. “The animation capabilities allow advertisers to deliver engaging, eye-catching messages in prime traffic zones within the malls,” he says. “This partnership compliments McDonald’s strategy as our platforms are key in steering foot traffic to purchase points through top-of-mind awareness.”

Distinguished jewellery brand Charles Greig has reaffirmed its confidence in mall advertising, re-signing Primedia Unlimited’s Primall Media as its advertising partner for the fourth consecutive year.

Hyde Park shopping centre, home to approximately 417 000 shoppers each month, comes to life this February with a Valentine’s Day campaign showcasing signature pieces to spoil that somebody special.

 Strategically placed at the main entrance to the centre, Charles Greig’s creative targets retail-ready consumers driving into the mall. Danielle Haggiyannes, Account Manager, Primall Media says, “The mall environment is the perfect opportunity for Charles Greig to display key pieces and new ranges on a monthly basis. The advertising is strategically placed so as to direct consumers to the store and ensure the brand remains top of mind.”

Primall believe that the mall setting is the perfect location to advertise luxury products as it repeatedly exposes shoppers to eye-catching and impactful communication whilst they stroll from store to store in between browsing and purchasing.

Charles Greig jewellers have a distinguished family heritage with the business still in the hands of three great grandsons of the original founder.

The sequential Soccer Warrior comic adventure appears weekly in the Daily Sun to promote products, brands and company awareness. Mamba Media uses a universal language of expression – pictures, to illustrate desired communication in a memorable and entertaining way that educates readers on a particular brand, product or service.  

Craig Nadelman, Mamba’s Managing Director explains, “The use of our comic format makes for easy reading and therefore is very appealing to consumers. The messages are presented in a light-hearted and entertaining story that consumers can relate to. Although the messages are subtle, they are uncomplicated and hard to miss.

The fact that advertisers commit a year in advance with Mamba is evidence that the cartoon platform is a highly demanded and effective media space. The continued support from Reckitt Benckiser, McDonalds, Fritos and Lucky Star speaks volumes.”

 To promote Kwa-Zulu Natal as a 2010 World Cup host city, KZN has for the first time contracted Primedia Unlimited subsidiary Wideopen Platform to brand the domestic arrivals corridor at the Cape Town International Airport for a period of three months.

The rational behind the KZN campaign is to welcome international travellers, encouraging them to visit KZN as one of South Africa’s premiere tourist attractions.

Creative developed by TBWA / Hunt / Lascaris Durban boldly catches the eye of passing travellers with its bright and inviting messages ‘We only have two seasons: summer and summer’ and ‘Durban, the warmest place to be for 2010’.

Ryan Cohen, Wideopen Platform’s Sales Director says, “The domestic arrivals corridor site is made up of ten large wall paper applications measuring roughly 196m² which run parallel to the length of the two corridor walls. This gives advertisers exposure to an estimated 270 000 LSM 7 – 10 domestic passengers per month. The message is impossible to miss.”

Magic Flora is the first to include yeast Probiotic, proven to be superior to the bacterial Probiotics. Tested by internationally certified laboratories ANAB and AQA, Magic Flora is 50% cheaper than competitive products and requires no refrigeration.

Targeting the decision-making pharmacists, the Magic Flora campaign aims to create brand awareness through the combination of X/procure^®’s screensaver, banner and announcement screen advertising platforms. 

X/procure^®’s JD Henderson explains “Our solution assists in fast-tracking a new brand’s visibility in-pharmacy, from both a corporate and product perspective. Because the adverts reach pharmacists directly, in real time and repeatedly, it allows advertisers the unique opportunity to present and promote products at the time when ordering decisions are made.”

Faizal Ayob, CEO of Zxec Medical Solutions says, “X/Procure^® has efficiently sped up our business process and we look forward to doing more business with them in the future. The team has re-affirmed that good customer service is still alive!”

Aimed at the traditional LSM 7 – 10 male whisky drinkers aged 18 – 40 years, Famous Grouse has secured the digital Mirror Media platform in over 150 of TLC’s Sports and Style Bar venues nationally. In addition, multiple standard Washroom Frames will be utilised in 30 Soweto Nightlife venues, the latest addition to TLC’s nightlife portfolio.

Famous Grouse will dominate the mirror space by taking three of the available five frames to create a storyboard effect. Developed by Grant Frazer and Natasha Fourie of Full Circle Media, shows Gilbert The Grouse moving across the mirror in a three frame storyboard. 

Brett Tucker of TLC explains, “To reach the Famous Grouse consumer, selected venues included traditional bars and pubs such as the Keg and Dros and trendy Camps Bay beach venues Caprice and Sand Bar. For the inner cities, funky venues Chevalle and Headquarters in Cape Town were selected, with the Sochilla and Blacklife Cocktail Cafe hot spots chosen in Soweto.

The Famous Grouse is exported to over 100 countries, takes up to 30 years to mature and has been voted Scotland’s favourite whisky for over 25 years.

Nu Metro selected Primedia Unlimited subsidiary, Wideopen Platform as its advertising partner to promote the release of the much anticipated blockbuster Invictus. Making use of Wideopen’s tactically located, large format advertising space at OR Tambo, the communication reached approximately 6.4 million travellers for the two-month burst.

The Invictus campaign aimed to build awareness around the film’s release and encourage South Africans to watch the inspiring production. Targeting adults classed in LSM 7 – 10, it was flighted in Wideopen’s Johannesburg airport holding, dominating 25.88m² across 16 branded pillars and 37.2m² of lift wall branding.

According to Ryan Cohen, Wideopen Platform’s Sales Director, “Full coverage of OR Tambo’s second floor parking lot creates a unique opportunity to communicate with millions of consumers a month. These sites are perfectly positioned to offer high impact exposure to upper LSM passengers, meeters-and-greeters, friends and family,” he says.

Invictus is the inspiring true story of how Nelson Mandela joined forces with the captain of South Africa’s rugby team, Francois Pienaar, to help unite our country. Shot on location in South Africa, the film featured several South African actors.

Other elements of the advertising campaign included TV, radio and various outdoor mediums.

With the objective of communicating about the movie and creating a build-up to its release, Primall Media client, Ster-Kinekor, selected the media owner’s Digital Ad Screens to capture the attention of its target audience and then interact with these consumers via a 30-second trailer and synopsis of the movie.

The comedy follows a highly successful Manhattan couple, Meryl and Paul Morgan (Sarah Jessica Parker and Hugh Grant), whose almost-perfect lives have only one notable failure – their dissolving marriage. The turmoil of their romantic lives is, however, nothing compared to what they are about to experience – witnessing a murder and becoming targets of a contract killer.

According to Lee Curtis, Primall Media’s Executive Head of Sales and Marketing, the national advertising package includes 93 HD LCD screens across 18 of South Africa’s highly foot-trafficked shopping malls namely Eastgate, Sandton City, Nelson Mandela Square, Greenstone, Rosebank Mall, The Zone, Hyde Park, The Glen, Fourways Mall, Menlyn Park, Riverside, Gateway, Midlands Mall, Cavendish, Canal Walk, Green Acres, Vincent Park and Loch Logan.

“Ster-Kinekor is extremely happy with Primall Media’s Digital Ad Screen medium, as it allows for maximum reach, coverage and creative flexibility,” says Curtis.

The new USN Active sports drink is designed to give training muscles the optimal quantity of carbohydrates for the best endurance, speed and recovery. TLC’s Brett Tucker explains “The gym environment is the perfect arena for USN to reach its niche market of 18 to 40 year old LSM 7 to 10 individuals who are physically active and conscious of what they are putting into their bodies.”

On a parallel with USN’s target market, TLC’s Gym Holding provides a broad spectrum of highly, health conscious and physically active consumers. According to TLC, gym washrooms see impressive foot fall figures due to the high membership and basic routines that follow after training sessions. Research has shown that 80% of gym users will use the washroom on a weekly basis.  Another key aspect to the gym environments is the frequency of gym goers. Traditionally a regular gym goer will frequent the gym between 10 and 12 time per month.

“The new USN product is perfectly suited to the washroom medium as it delivers information in a captive space that is relevant and appealing to the fitness audience,” concludes Tucker.

FIFA contracted Primedia Unlimited subsidiary Wideopen Platform, to put its high impact advertising platforms in motion from 1 December to 31 January 2010, with the objective of selling the remaining top-tier 2010 Soccer World Cup tickets after the much anticipated fixture draw that took place over the festive season..

The strategically located outdoor campaign in upper LSM areas within the nine Soccer World Cup host cities targets male LSMs 8 – 10, 18 years olds and above.

Captivating creative, with the payoff line, Make sure you can say ‘I was there’ instantly draws attention.

According to Ryan Cohen, Wideopen Platform Sales Director, sites that would best meet the client objectives included the M1 freeway and Morningside sites in Joburg, the Bree Street site in Cape Town and Menlyn Shopping Centre Drive-in site in Pretoria.

“Outdoor is the ideal advertising platform to target a diverse demographic, while creating larger than life presence,” says Cohen.

TLC’s Brett Tucker comments, “The washroom environment is perfect for a product such as Lifebuoy due to the sampling opportunity where consumers are able to touch, feel and trial with no purchase obligation.  Because our offering has the ability to be gender specific, Unilever is able to target a female-only audience in networks like Medicross where the advertising of products with hygienic properties would be most favourably noted.”

Each Tester Unit is secured to TLC’s trademark A4 washroom frames and installed at washroom basins and mirrors, giving consumers an instant opportunity to sample aerosols, liquid hand soap, shaving gel and virtually any bottled personal product.

According to TLC, Unilever was one of the first manufacturers to endorse the Tester Unit concept when it first launched in 2008, and the renewed partnership signals confirmation of the medium’s effectiveness from an FMCG point of view.

OmniMed selected X/procure^®‘s digital advertising platform based on its extensive footprint in pharmacies across the country and unique ability to directly target pharmacy decision makers including pharmacists, buyers and pharmacy assistants.

OmniMed Marketing Manager Gabrielle Lobban explains “OmniMed was looking for a targeted marketing solution which would bridge the gap between wholesaler and pharmacy to ensure pull through of products into the retail pharmacy. X/procure^® offered us a package solution maximising our brand’s exposure on their electronic ordering system to their unique customer base. With their expertise and experience they helped us to create a value-add solution tailor-made to our needs within our budget.”

X/procure^®’s JD Henderson comments, “OmniMed calls on medical specialists including dermatologists to promote its products. However the drive now is to ensure that pharmacies order additional stock from wholesalers, thereby supporting scripts generated by medical practitioners. The campaign will simultaneously assist the current pharmacy team who call on pharmacists and buyers to increase brand awareness in pharmacies, ensuring all their products are available to the end user.”

The multi-platform campaign includes X/procure^®’s announcement screen, browser, banner, screen saver and Intervention adverts. According to X/procure^® each product category is carefully analysed via the X/procure^® system in order to accurately apportion the relevant medium to product, ensuring maximum viewership per brand.

Products featured in the campaign include OmniMed’s Topical Local Anaesthetic, Scar Management Programme Scar Science, Lactose Intolerance Enzyme Replacement Lactaze and EABS, a lotion which restores damaged skin.

TLC and Merida launched a competition text line where consumers were prompted by the eye-catching washroom creative to enter and stand a chance of winning their own TFS 400D mountain bike. Over 4200 entries were received after the first 30 day period of the campaign.

TLC’s Brett Tucker says, “Merida wished to communicate with physically active men and women who would potentially be interested in purchasing a mountain bike. We recommended our Airport, Cinema and Planet Fitness holdings, which yield high footfalls and most effectively target the on-the-go, adventure-seeking consumer. The objectives of the campaign are to differentiate Merida from other mountain bike brands and to capitalise on the early part of the year being a high bicycle purchase season.”

The Merida TFS 400D is the best value for money full suspension intermediate level bike on the market. Traditionally Merida used cycling specific print publications and selected ambient media an alternative strategy.

“Bike brands in South Africa have never used the TLC platform before,” says Brett, “but we believe that due to initial response to Merida’s campaign, marketers who haven’t explored this media option before will be prompted to try it out for themselves.”

Ryan Cohen, Sales Director at Wideopen Platform explains, “Our strategically located sites on De Korte Street in Braamfontein and Louis Botha in Alexandra, ensure that the bright and striking Dark & Lovely Relaxer creative alerts metropolitan ladies aged 25 – 40 to the revamped kits, within close proximity to outlets stocking the new range.”

The 2010 contract with Wideopen is Dark & Lovely’s second year in utilising Wideopen’s large outdoor network to promote its range of hair and body care products. “Dark & Lovely’s continued partnering with us is testament to the fact that large format metropolitan advertising is key to driving both awareness and sales,” concludes Cohen.

The new and improved extra-conditioning relaxer cream is enriched with moisturising shea butter to soften and protect hair against dryness while relaxing, giving women self-confidence whilst achieving a glamorous look and sexy, shiny, straight styles.

Dark & Lovely’s Relaxer Kit outdoor campaign is supported by TV, radio and print, media components placed by Universal McCann.

X/procure^®‘s JD Henderson says that the sheer volume of processed orders is evidence that the South African pharmaceutical industry is alive and kicking. “From July to December 2009, a minimum of R650 million in pharmaceutical orders were being processed via our system per month,” he says.  “In 2009, despite difficult conditions and an average price increase of 10% from manufacturers, we continued to grow orders well in excess of inflation.”

X/procure^® reports that the highest value of orders placed by South African pharmacies via its system in one day was an astounding R47 million.

“With repeat business and a constant demand for our platforms, we’re reminded daily of the pharmaceutical industry’s confidence in the effectiveness of our software.  We have developed invaluable relationships with manufacturers, distributors and pharmacists to ensure that our offering is constantly evolving and aims at making daily procurement easier and more practical for our clients. High brand exposure is guaranteed for our advertisers because of the increased system usage and order volumes. This combination ensures that adverts are being seen more frequently.”

Previous Ipsos Markinor research showed that pharmacists prefer placing orders electronically and that more than 93% of users access the system daily. A strong customer focus coupled with the latest, user friendly technology has kept X/procure^® on top.

Primedia Unlimited subsidiary Wideopen Platform has strategically executed an innovative outdoor campaign for its new client, Renault Megane, in Gauteng. The outdoor campaign flights for January and February 2010.

Targeting LSMs 8 – 10, with an average household income of over R8000 per month, the Renault Megane range namely the Coupe, Hatch, Scenic and Grand Scenic drew consumers’ attention on the M1 South, between the Grayston and Corlett off ramps.

“The site is highly visible to all vehicular traffic traveling south along the M1 from the northern suburbs towards the Joburg CBD. Approximately 120 000 vehicles pass the site per day,” says  Ryan Cohen, Wideopen Platform Sales Director.

 “The campaign was geared to create brand awareness of Renault Megane’s entire range,” says Sadika Fakir media strategist at Zenith Optimedia.

Other elements of the national advertising campaign ran in October and November last year and included national TV, with a specific focus on DSTV and eTV; consecutive national print adverts, and an online element.

“Wideopen’s high impact, large format media platforms are located on high traffic main arterials, ensuring significant contact with the intended target market,” says Cohen.

Utilising TLC’s medical holding, Netcare and Medicross clinics, the Primedia Unlimited company was able to offer Aspen full dominion to consumers wanting to correct their sleeping patterns.

“In total, 26 Netcare and 35 Medicross clinics carried Aspen’s communication, empowering consumers to enquire about the product directly with their medical practitioners,” says TLC’s Brett Tucker.

“Scheduled products can be tricky to advertise which is why a dedicated medical holding like ours is the perfect avenue to engage directly with pharmaceutical manufacturers’ target audience with zero wastage.” The three month campaign was placed in both men’s and women’s washrooms and in busy consumer traffic areas within the clinics.

Capturing the Afrikaans consumer is never easy however washroom advertisers TLC were up to the challenge tasked to them by long standing client DGB. According to research, well known energy shooter Potency is best loved by Afrikaans speaking South Africans. To enable DGB to effectively reach these individuals, TLC initiated an entirely new washroom frame network in South Africa’s outlying, predominantly Afrikaans speaking areas.

Encompassing 50 selected bars and nightclubs throughout the main city as well as outlying areas of South Africa, Potency will showcase its smart creative appealing to the Afrikaans market and in the process create instant recall when consumers stock up at the bar.

 “This is a first ever for TLC,” says TLC’s MD Andrew Kramer. “We basically took DGB’s regional target list, established relationships with venues in these outlying areas and negotiated the roll out of a new washroom frame network. The Potency creative will dominate these venues for an extensive eight-month campaign.

 “Targeting consumers in the washroom is the ideal opportunity to gain their undivided attention in a clutter free environment,” he says.  “The added benefit is having Potency available at the point of sale, allowing the consumer to immediately purchase the product, directly after engagement,” he adds.

 Interestingly, according to DGB the Potency target market, aged 18 to 45 years, prefer to consume the shooter as a long drink, combining the shot with lemonade. Through the washroom campaign, DGB is effectively achieving its goal of reminding consumers of the product at the point of consumption.

The washroom media specialist TLC ensured that the Kotex® creative was strategically located inside female washrooms, on two super-sized Mirror Decals and one standard Mirror Decal.

 “The aim of the campaign was to promote the Kotex® brand to women in a dominated environment close to the point of purchase to ensure sales,” says TLC’s Brett Tucker.

Tucker explains that the highly impactful Mirror Decals allow advertisers premium exposure for brands wanting dedicated attention from its target market.

“Kotex’s® placement ensured maximum visibility and retention for the advertiser because potential consumers felt comfortable enough in their environment to take in the message,” adds Tucker.

According to TLC, the objective of the SAB washroom campaign is to reach a multitude of consumers who are 18 years and older, across the race and gender demographic. As consumers frequenting TLC’s Bar and Nightlife holding typically consume alcohol whilst in these public environments, the campaign is poised to allow SAB to pinpoint its audience and drive home the importance of living responsibly alongside alcohol consumption and driving.

The campaign will utilise TLC’s standard Washroom Frames and digital Mirror Media, with each environment having a tailored vernacular message to suit the specific target market.

TLC’s Brett Tucker explains, “This is the first time that a number of languages are being used in different regions. This strategy will guarantee that SAB’s message is relevant and has the highest probability of being understood by the locals.  Initiative Media ensured that the six month campaign took advantage of the common overindulgence behaviour of the festive season.”

“Because of longer dwell time and frequency innate to these environments, SAB has a unique stage to educate the end user. Clever messages crafted by creative agency Black River F.C, skilfully educate consumers rather than shock them,” concludes Tucker.

To promote its phone insurance product, cellular provider Vodacom has returned to Primedia Unlimited subsidiary TLC for a unique washroom advertising campaign.  The promotion aims to communicate the necessity of having cell phone insurance based on how easy it is to misplace a phone, and the subsequent costs involved in replacing it.

Outdoor specialists Posterscope and media partner NotaBene ensured that the Vodacom Insurance campaign targeted higher LSM individuals by flighting the creative in TLC’s LSM A Malls, Cinemas and Planet Fitness washrooms for the campaign duration. Each venue was adorned with 30 life sized decals, die cut in the shape of cell phones.

TLC’s Brett Tucker explains, “The Vodacom decals actually looked like phones and were placed near the hand basins to look like someone had left theirs behind.  Consumers are instantly lured to the decals for a closer look. It really is an effective concept.”

 Five different creative executions were used to relay the Vodacom Insurance campaign, all aimed at demonstrating how easy it is to lose a phone and that taking out cellular insurance with Vodacom makes sense.  The campaign was reinforced by the use of TLC’s standard washroom frames, providing consumers everything they need to know about applying for cover.

“This was one of the most innovative and engaging campaigns that TLC has ever run,” concludes Tucker.

The three-month Glacier Vitamin Water campaign targets high LSM consumers and runs from the beginning of December until the end of February 2010.

According to Ryan Cohen, Sales Director of Primedia Unlimited subsidiary Wideopen Platform, the outdoor specialist draws consumers’ attention to brands in an environment where it’s virtually impossible to miss the advertising message.

While the creative was conceptualised by the Win Win Group, the Wideopen sites situated on the M1 highway between Corlette Drive and Athol-Oaklands in Johannesburg and 47 Buitenkant Street in Cape Town, were booked by The MediaShop.

“These high impact Wideopen Platform sites are known to build brands. This is especially the case with Glacier Vitamin Water, as it is utilising the platform to showcase its different flavours and variants of the drink,” says

Havana Club will feature in 100 of the country’s sexiest and trendiest Nightlife venues using TLC’sMirror Media platform, with the primary purpose of increasing awareness around the availability of the classic, stylish brand.

TLC’s Brett Tucker explains, “The Style Bar venues are the ideal place for Pernod to speak to LSM 7 to 10 men and women aged 18 to 40. In the hot summer months consumers gravitate towards the beach and vibey entertainment venues – our Mirror Media network creates a direct avenue into these environments where advertisers can rally awareness and encourage purchase action. Point of purchase awareness for alcohol brands is key to entice the target audience to action.”

The Havana Club campaign kicked off in October andNovember and will commence for a second burst in January and February 2010. According to TLC, Havana Club will be positioned to capitalise on its exposure to over one million ladies and gents each month.

This has never been done before, and the creative effect is brilliant,” says TLC’s Brett Tucker.

Targeting upper LSM students between the ages of 18 and 24, Malibu Caribbean Rum has positioned itself for the ‘cool’ student market, appealing to their beach and party lifestyle during their last term, just prior to the December summer holiday. The vibey campaign urges these consumers to, ‘Get Your Island On!’.

As students file in to write their finals exams of the year, partying is top of mind. TLC’s massive, vibey Door Wraps enable Malibu Caribbean Rum to create buzz and excitement, driving students to its brand new website to enter a competition to win awesome prizes including a Spider Murphy surfboard.

“TLC’s prime washroom advertising platforms target over 300 000 students monthly for Malibu Caribbean Rum, driving stock off the shelf and students to the beach,” adds Tucker.

The female only washroom campaign is promoting MNI Lifestyle’s i-slim Diet Rescue product, developed by the Medical Nutritional Institute. It combats the accumulation of excess body fat or weight gain when ladies have to break their diets during the weekend or whilst at functions.

Brett Tucker at TLC says,” MNI Lifestyle’s campaign will be engaging with women throughout 37 cinema holdings nationally, utilising over 300 indoor billboards for the month of December. Furthermore, MNI has leveraged its communication over February and March across the identical cinema holding, and an additional 23 shopping centres. The entire holding provides the advertiser with over 450 static washroom frames across the country.”

Both the cinema and mall washroom environments are extremely relevant to the audience MNI are targeting. This choice of platform allows consumers the opportunity to take on key messaging and information required in utilising the product correctly.

“MNI are regular uses of the TLC platform, predominantly based on previous year’s success in similar categories across both these holdings,” says Brett.

According to Brett Tucker, the National Sales Manager of TLC, Inteflora 250 is effective in the prevention and treatment of antibiotic-associated diarrhoea, colitis and thrush, making the privacy of washroom media the ideal advertising platform to bring its message across to consumers in an environment where they are open to, and will absorb, the message.

“The national, strategic campaign utilised two different creative approaches, targeting the broad, health-conscious consumer market at 10 airports and 26 Netcare hospitals,” he says.

Adcock Ingram’s previous TLC campaigns have resulted in increased brand awareness, sales and market share.

“This particular campaign was no different, resulting in increased Inteflora 250 sales and market share over the campaign period,” Tucker concludes.

The campaign saturated the male cinema washrooms in Sandton City and Cresta shopping centres, as well as selected gyms throughout the country,” says Brett Tucker, National Sales Manager at TLC.

“The slick creative was applied mainly to the award winning door wrap medium, supplemented by standard frames,” he says.

Long standing client DSTV utilises TLC’s washroom media for a variety of awareness campaigns and to announce the launch of upcoming series’.

The campaign assured consumers that Aspen’s fast releasing tablet works in 15 minutes, relieving various types of pain. This is unique for a product in this category.

According to TLC’s Brett Tucker, the creative was located inside male and female washrooms at 26 Netcare clinics, 35 Medicross clinics, 28 sports clubs and all 91 of TLC’s gym holdings, with advertising messages geared to suit gender and the environment.

“The campaign enjoyed tremendous success, with a massive positive response recorded at the call centre, and the Medical Board requesting further information about the product,” adds Tucker.

Selecting high traffic malls Sandton City, Eastgate, Hyde Park, Menlyn, Gateway, the V&A Waterfront and Cavendish, creative developed by Ogilvy Cape Town has been extended to a combination of Primall’s branded Escalators, Interior Billboards, Digital Screens, Parkade Billboards, Lift Doors, Hanging Banners and Glass Entrances for one month. The American Express Card campaign aims to bolster its brand awareness and target local and international card members as they go about their shopping ahead of the festive season.

Vanessa Singh, Head of American Express Card Marketing says, “The campaign objective is to ensure that local and international card members become aware of American Express Card acceptance in South Africa through its clear messaging, and in turn drive footfall and increase spend on American Express Cards.

The prominent, larger than life sites combined with the international feel design, is sure to get the message across to American Express’ discerning clients during their retail experience.”

“The X/procure®Mobile interface has the same look and feel as the existing X/procure® procurement system, enabling reps to connect and process orders no matter where they are,” says Acting Managing Director JD Henderson. “In essence, this mobile technology is transforming the future of how pharmacists and doctors will interact with reps.”

X/procure® Mobile supports a wide range of Windows Mobile, Smartphone or Blackberry (RIM) and Notebook hardware. The application also interfaces seamlessly with Microsoft Outlook.

X/procure® Mobile partner and Managing Director of Mint, David Woolnough, explains that X/procure® Mobile is leading the way in pharmaceutical trading. “The new mobile platform offers pharmaceutical reps a massive time and administration saving with its ability to place orders remotely, from anywhere in the country,” he says.

Woolnough endorses X/procure® Mobile’s ability to provide a seamless procurement process which not only ensures fully stocked pharmacy shelves but near real-time feedback on supplier regrets and notification of deals on front shop items.

“We are fortunate in that our manufacturing clients are forward thinkers who readily embrace new technology and were open to running trials with the new hand-held ordering devices,” concludes JD. “By owning a presence both on the pharmacist’s screens and now on sales reps’ mobile devices, pharmaceutical brands are ensured top of mind awareness, at the point of ordering frontshop, OTC and scheduled drugs.”

TLC has engineered an innovative and pioneering media channel called Cubicle Wraps, a first ever in South Africa, with the initial campaign already yielding rapid success in Johannesburg, Cape Town, Pretoria and Durban.

Based on a brief given to Mindshare by Baby Soft® to reach upper LSM female consumers aged 25 – 49, the media agency engaged TLC to be the first to combine its innovative branded Cubicle Wraps in female restrooms across the Ster-Kinekor Cinema Nouveau group, in conjunction with a standard washroom frame campaign in high reach shopping malls and niche Planet Fitness gym environments.

The Cubicle Wrap involves branding the front door and back wall inside the cubicle, creating a holistic and engaging environment. Baby Soft® 3 ply’s clever creative says “Enter our world of Luxury” on the front door with the creative extended to the back wall of the cubicle, creating the appearance of a “throne” flanked by beautiful curtains which was an extension of the “Enhance your Throne” campaign.

To extend the washroom concept, Kimberly-Clark supplied free Baby Soft® 3 ply toilet paper to Cinema Nouveaus and Planet Fitness Gyms for the full two month campaign period, giving consumers access to the product in a brand dominated space.

“The response has been outstanding. Consumers have been massively surprised and delighted by the colourful creative and high quality toilet paper. We believe that this new channel definitely has award winning potential and is creating great talkability,” says Lee Curtis, TLC’s National Sales Manager.

Primedia Unlimited washroom advertising specialist, TLC, has strategically located the creative execution for Brutal Legend in male washrooms, in 37 cinemas across SA during November.

The player of Brutal Legend, a heavy metal roadie, is hurled back in time to the mythical Age of Metal, when the world was formed and ruled by the power of rock.

The campaign, targeting male gamers between the ages of 12 and 35, harnesses consumers’ attention on TLC’s unique full frontal Door Wraps in 11 cinemas, and in TLC’s Cinema Washroom Frames.

“Over 300 indoor billboards effectively communicate the launch of the game, and its character to over 700 000 male consumers in a month,” says TLC’s Brett Tucker.

“TLC in conjunction with EA Games believes in constant innovation, hence this dual platform campaign – the first of its kind in this sector,” he adds.

“SHARP has launched an Aquos range of LED TV screens and wanted strong visual impact in the malls to promote them at this crucial retail-driven time of year,” says Travis Brown, Head of Activations at Mall Active. “To provide the most cost efficient and effective display stand and activation, we’ve devised a multi panelled structure which can be utilised again and again during expos, roadshows or other centre court promotions.”

The modular stand features three curved and two straight sections which can be moved and placed in various poses. “The stand also allows SHARP to display up to ten different television sets or as little as seven if that’s what the situation demands,” says Travis. “The functionality of the unit has been designed in such a way to allow SHARP to use it to display any product from their vast array of offerings, whether it be appliances used in the kitchen or equipment for the office.”

The activation targets primarily male consumers who are techno-savvy and are aware of the benefits of having a top end screen to view their favourite shows. The campaign period is over four weeks leading into December and will be showcased in Sandton City, Menlyn, Sandton Convention Centre during the Sandton AVA show and in Eastgate shopping centres.

“Due to its limited marketing and consumer support in the past, SHARP’s activation was undertaken to increase the brand’s awareness, create a favourable impression and was the perfect opportunity to showcase its new range of TV’s,” he says.

According to TLC Tang has returned to the fold for the fourth year based on the media owner’s ability to be gender specific and targeted at the point of consumption. Utilising TLC’s network of stylish backlit mirrors, Tang is able to engage with over 500 000 ladies monthly as they groom, just moments before their next beverage purchase. Top end venues key to DGB’s strategy including all FTV’s across South Africa, Rhapsody’s and Butcher Boys, to name a few.

DGB’s Tang campaign aims to punt the new range of Tang Shooters consisting of different flavours and varying alcohol contents. Tang Apple Original contains a 12% alcohol volume, Cherry Tang has 24% and Tang Bite has a daring 36%. Sticking with the slogan ‘Tangtalize Your Taste Buds’, DBG marketing manager Alan Strydom believes that every woman has a varying taste regarding flavour and alcohol content. These 3 brands address all these senses.

TLC’s National Sales Manager Brett Tucker says, “Tang’s target market of fun-loving ladies aged 18 to 40 in the LSM 7 to 10 categories perfectly fits the profile of female consumers who frequent upmarket style bars. Our elegant digital mirrors are a sure fire way to catch the eye of and appeal to social, trendy, high end women.”

Specifically aimed at the upper LSM category drawn to the high end stainless steel kitchen appliances, Mall Active facilitated a four-week mall activation for Whirlpool in the busiest and most popular malls in each region of South Africa.

The activation’s central focus point is a stand featuring an elevated high gloss pressed steel floor with products displayed on strategically lit and branded Whirlpool pedestals. A branded banner wall was included to create a larger than life representation of the Whirlpool Goddess brand icon.

According to Mall Active, through securing the centre courts in Sandton City, Eastgate, Cavendish Square and Gateway, Mall Active was able to successfully target the largest number of financially active consumers, whilst they’re in a purchasing frame of mind.

To ensure the experience was reinforced, Whirlpool trained promotional models were equipped with product brochures to effectively engage with the consumer and educate them on the latest offerings. Interested consumers were guided by the promoters to the various participating retail partners in the mall.

Travis Brown, Head of Activations at Mall Active explains “Due to limited marketing resources, the activation was undertaken to increase brand and range awareness as well as to create a favourable impression of Whirlpool. The activation gave Whirlpool the perfect opportunity to showcase its latest innovations and extend the brand’s personality to consumers.”

The new Whirlpool range includes combination fridge freezers, side by side fridge freezer combinations, dishwashers, washing machines and tumbler dryers, all with energy saving intrinsics. Each product has high end design characteristics to fit any household need.

Committed to first-class service quality at every stage in the customer relationship, AMG’s Performance Centres offer consumers a more personalised service.

Targeting upper LSM high-income AMG, Mercedes-Benz and car enthusiasts, the campaign’s mall media element focuses on Exterior Billboards at Gateway during November, and Parkade Wall Branding from mid-November to mid-December at Gateway, Eastgate and Menlyn shopping centres, Montecasino and the V&A Waterfront.

Creative agency Network BBDO cleverly urges consumers to go to the relevant Mercedes-Benz, where “We’re waiting for you!”

“The regional campaign has a very specific creative execution, to ensure awareness of the launch of these five centres. The creative is centred on the concept of a racing pit stop which fits perfectly with our parkade environments,” says Lee Curtis, Executive Head of Sales and Marketing at Primall Media.

“AMG is a highly esteemed brand and thus required interesting and creative executions to do the brand justice,” he adds.

Other elements of the campaign include billboards, press and radio.

TLC’s Brett Tucker says that Reparil Gel is a fast reliever of aches and pains, many of which originate in the gyms during intense workouts. “The campaign ran across our gym network with the intention of engaging with men and women in the LSM 7-10 category, to use Reparil Gel in the event of a strained muscle or other minor discomforts,” he says.

Nycomed strategically chose gyms as a preferred venue, many located in super regional malls, to not only engage with its target market directly but also to advertise its product differently to its competitors.

Primedia Unlimited subsidiary TLC, SA’s leading washroom advertising specialist, is able to successfully capture the attention of upper income, female consumers aged between 18 and 40, with its select mall washroom advertising portfolio.

The Vital ‘Beauty from Within’ campaign draws women’s attention to its four-product supplement package ‘Cosmetics In A Box’, including a multivitamin and mineral containing Omega 3 and 6 and Vitamin B; a Cranberry complex; a fat burner, and a multivitamin for hair, skin and nails.

“Twenty million consumers move through TLC’s 23 malls in one month. Independent mall research confirms that over 70% (14 million) of these are female,” says TLC’s Brett Tucker.

“If we look at these statistics conservatively, if only 25% of these consumers actually go into the washroom, Vital will still secure a reach of 3.5 million economically active consumers. That’s why it chooses TLC’s mall washrooms as its route to market,” he adds.

To launch KFC AM and ensure that consumers are aware of the special, KFC contracted mall advertising specialist, Primedia Unlimited’s Primall Media, to drive consumers into the store from 1 October to 30 November 2009.

According to Lee Curtis, Primall Media’s Executive Head of Sales and Marketing, KFC selected a static Primall package, consisting of four interior billboards within Sandton City’s food court.

“Two of these prominent sites are an impressive five meters high, the third measures in at just under four meters and the fourth site is two meters in height. The Sandton City Food Court sites ensure outstanding exposure for KFC, in an environment where consumers are on the hunt for quick, convenient meals,” says Curtis.

Targeting female consumers, Primall Media’s Digital Ad Screens provide optimum retail reach to deliver to Playtex, Wonderbra and Girls Inc campaign objectives. The Digital Ad Screens are 46 inches, HD LCD portrait screens and incorporate digital store directories.

For the month of October Playtex, Wonderbra and Girls inc are promoting its multiple-product range offerings, doing so by alternating creative each week in the malls which include Eastgate, Sandton City, Nelson Mandela Square, Greenstone, Rosebank Mall, The Zone, Hyde Park, The Glen, Fourways Mall, Menlyn Park, Riverside, Gateway, Midlands Mall, Cavendish, Canal Walk, Green Acres, Vincent Park and Loch Logan.

“The extreme flexibility of our Digital Ad Screens suit the brand requirements; offering high foot traffic reach and the ability to flight a combination of branded 10” ads to showcase the extent of its range” explains Lee Curtis, Primall Media’s Executive Head of Sales and Marketing.

For the one-month campaign the company will be rotating it’s creative to promote its product range with special focus on the Playtex, Wonderbra and Girls Inc brands.

Primall Media’s Digital Ad Screen campaign gives the brands high impact exposure at point of purchase while driving female shoppers to visit nearby in-mall retailers to take advantage of the Wonderbra 25% discount promotion.

As the largest manufacturer of intimate apparel in South Africa, Playtex designers travel the globe frequently to scout for new innovative styling, materials and trends to keep up to date with the growing market as well as to cater for women of all ages and their varied product style preferences.

Targeting LSM 7-10 women aged 25 and over, Emvit CalD 3 will dominate ladies’ washrooms in across TLC’s blue chip shopping malls nationwide for the campaign period.
Andrew Kramer, TLC’s Managing Director explains, “Emvit’s main priority is to cut through the clutter in the vitamin category where most competitors have massive budgets allocated to TV and print. Our washroom platform enables Emvit to affordably reach ladies only, literally on a one-on-one basis in an environment where no other advertising can compete for attention.

I like to think of Emvit as a perfect example of a successful Challenger Brand – a brand which has effectively done more with less.”

Dovetailing with the annual SACSC Special Star Awards, the Footprint Marketing Awards seek to distinguish exceptional shopping centre marketing, innovation, creative achievements and economic success within the property industry.

Primedia Lifestyle holds the record for the marketing company having claimed the most Footprint Marketing Awards ever, an impressive 16 of the total 36 awards available this year. The second company in the running achieved 5 out of 36.

Paul Carsley, Primedia Lifestyle’s Managing Director says, “We’re ecstatic about our awards, it’s an honour to be recognised and held in such high regard by the industry. We’re proud to be able to add these latest accolades to our credentials.”

Targeting both male and female consumers, Safyr Bleu is utilising TLC’s innovative airport washroom holding in all three of South Africa’s international airports, as well as the country’s seven regional ones.

According to TLC’s Brett Tucker, a brand like Safyr Bleu, which has a limited advertising budget, cannot afford to choose a media option that does not deliver.

“Safyr Bleu moves off the shelf! Repeated bookings of TLC’s washroom advertising platform is proof that the brand enjoys impact, significant consumer dwell time and engagement,” adds Tucker.

TLC’s innovative Door Wraps and Washroom Advertising Frames ensure that the creative captures the attention of male and female students between the ages of 18 and 25, who fall within the LSM 7-10 category.

Pushing the Zappa Shooter Extravaganza, TLC has expertly positioned two to three full size Door Wraps and Frames per washroom, on 19 campuses across the country, drawing the attention of over 300 000 varsity students a month. With the washrooms being located in the campus lifestyle centres, we’re able to capitalise on the large amount of time students spend in these zones on a daily basis.

According to TLC’s Brett Tucker, Zappa exclusively dominates the campus washroom advertising arena, with its excellent fire-breathing dragon creative and payoff, ‘Zappa Sambuca – Fire Your Soul’.

“TLC’s washroom media guarantees Zappa Sambuca a captive student audience, who spend a large amount of their time on campus,” adds Tucker.

To ensure effective exposure to LSM 5 to 10 black females, media agency Universal McCann secured a comprehensive holding of 40 flag pole banners at Maponya mall in Soweto, eight interior hanging billboards at East Rand Mall in Boksburg, 15 hanging banners at The Zone in Rosebank, three interior billboards at Waterfall Mall in Rustenburg, six hanging banners and two escalators at Empangeni in KZN and glass entrance branding and interior billboards at The Workshop in Durban.

Lee Curtis, Primall Media’s Executive Head of Sales and Marketing explains, “SoftSheen Carson endorses mall advertising as the medium activates product distribution at the point of purchase. With Dark & Lovely already an entrenched brand, it was a natural progression for the body lotion range to take full advantage of in-mall advertising in and around retail outlets within the selected centres. Our clutter-free platforms will create the desired attention and since ladies frequent mall environments so regularly, it made sense to target them when they are in spending mode.”

Crafted by McCann Erickson, the new body lotion creative showcases the trusted Dark & Lovely brand alongside an attractive young lady introducing the new arrival. Dark & Lovely’s body lotion range offers state of the art technology which provides a unique formula selected from 1 500 natural ingredients, enriched with glycerine, to maintain optimal moisture and Vitamin E to nourish and soften the skin.

TLC latest offer will frames, mirror decals, tester frame and door wraps across 25 top end bars and restaurants.

Andrew Kramer, TLC’s Managing Director comments “The expansion of our black market washroom advertising holding was driven purely by advertiser demand. Our offering is successful in this market and others, because of its direct access to any market, coupled with the medium’s measurability and gender specific nature. We’ve found that as quickly as we secure new sites, advertisers are snapping them up.”

With media strategy support from Starcom, the brand new partnership aims to reach males aged 25 to 45 years of age and encourage them to visit surrounding retail partners Edgars, Foschini, Truworths, Stuttafords, Woolworths, Dis-Chem and Markham to purchase the product.

The one month campaign will be engaging Primall’s Digital Ad Screens, branded Escalators, a Parkade Package, Lift Doors and lnterior Billboards placed in prime spots in upmarket shopping centres Sandton City, Eastgate, Gateway and Menlyn Park.

“Dunhill chose to utilise Primall Media for its 51.3N launch as mall advertising is an effective way to communicate with customers while they are in an environment where their purchase decision can be influenced,” Kyle Mc Sweeney, media strategist at Starcom.

Dovetailing the mall advertising campaign were centre court activations where consumers could sample the new edition. The activation and repeated visual cues dispersed throughout the environments ensured that within minutes of consumers smelling the new fragrance, they could be in store purchasing their own bottle.

Dunhill is a timeless gentleman’s brand with the new 51.3N being highly rated in both fragrance and design.

Thanks to X/procure®’s extensive pharmacy network, slimming aid Maxislim and sexual performance product Maximor will be exposed to more than 63% of South Africa’s leading pharmacies that utilise electronic ordering software.

JD Henderson of X/procure® comments “Maximor and Maxislim opted to use our Intervention Advert as it will allow them to ‘intervene’ as a pharmacist orders a competing product – it’s a hugely popular space. The branded screensaver then compliments the intervention strategy by ensuring top of mind awareness to pharmacists when systems are idle.”

According to X/procure®, advertising on its procurement platform allows pharmaceutical manufacturers to bolster their above-the-line campaigns to ensure pharmacies are well stocked to accommodate consumers driven in-store by main stream advertising. The Maximor and Maxislim campaigns went live nationally on 1 October 2009 and will continue until the end of September 2010.

The Maximor range is formulated from all herbal derivatives, combined to offer a unique blend in the most precise quantities, to yield the best formulas. Maximor and Maxislim require no prescription.

Marleen Simmons, Managing Director at Maximor comments “X/procure®has made it possible for our natural products to directly reach pharmacies and more importantly, pharmacists we may not have been able to reach previously.

”Thanks to X/procure®, Maximor for Men, Maximor for Woman and Maxislim One A Day Original are now visible in pharmacies countrywide, as our advertising pops up on pharmacists’ PC’s, regardless of whether the Pharmacist requested the products. Each pharmacy online with X/procure®will be made aware that Maximor and Maxislim are the Market leaders in Slimming and Libido Enhancement.”

Converse Marketing ManagerEstie du Toit comments, “Converse is worn by people from eight months old to 80 years old. Male, female, black, white brown and purple – everyone all over the world loves Converse. We felt that Wideopen’s large format network, in the heart of our city centres offers a unique opportunity to showcase the range to the masses.”

In Joburg the Converse secured a city package consisting of eight sites, plus two stand alone Mega Sites in the city centre, one in Braamfontein and one along the M2. Soweto boasts 18 sites, a further Mega Sign in Cape Town and three in Durban. The first colourful site rolled out in August followed by further roll outs over September and October. The campaign will dominate its holding until December.

Ryan Cohen, Sales Director at Wideopen adds, “Our City Package allows Converse exclusivity across the capitals, visible to the desired fashionable and culturally active pedestrians and commuters.”

According to Converse, each sneaker undergoes rigorous quality testing to make sure consumers get a product that will last a lifetime. “Consumers have come to love Converse for its edgy fashion and longevity. We’re delighted to take advantage of Wideopen’s offering to ensure consumers are aware that the same quality is available in alternative styles under the Converse brand,” concludes du Toit.

“Although it was a short campaign, the location and creative execution ensured heightened relevance of AXE’s new variant,” says AXE strategist Wayne Bishop. “Four claw marks appear to have been torn through the actual artwork – it’s highly impactful and justifies the dwell time inherent in the channel’s consumption characteristics.”

Carefully targeting a very specific male audience for an intense one month period, washroom advertising specialists TLC pinpointed thirteen national malls in which to showcase the mock leather creative. In addition to gender segmentation, product exclusivity was the key ingredient to a successful launch.

“The washroom ads ran in conjunction with a national television and radio campaign to maximise levels of retention and awareness,” says Brett Tucker, TLC National Sales Manager. “AXE and the agencies involved have been thrilled with the results of having a captive audience in an area it was able to dominate.”

Media agency Nota Bene and outdoor specialists Kinetic, strategised and booked the campaign whilst The Hardy Boys were responsible for the creative execution.

Whilst consumers stroll through the selected centres, Primall brings the Stuttafords message to them in big brand fashion via its Digital Ad Screens, branded Escalators and Lift Banners. The combination of media ensures that the consumer’s attention is dominated repeatedly and the maximum number of passing shoppers are reached. The Digital Ad Screens close the advertising funnel by allowing consumers a tactile interaction with the promotion.

Lee Curtis, Executive Head, Sales and Marketing at Primall says, “During recent years, in-centre advertising has allowed the influence of brands to extend from the point of sale to unique, innovative areas within the centres. Our exclusive mall advertising rights allow us to provide clients with a unique and targeted advertising platform which reaches the critical masses, therefore we’re confident that the Stuttafords campaign will be successful in driving feet through the doors of the new store.

Partnering with media agency Metropolis Media, the Stuttafords campaign is scheduled to run for one month, until the end of October.

Media agency Prima + and Sanlam tailored a powerful two-month campaign which is being applied to all Cinema Nouveau washrooms nationwide compliments of TLC’s Mirror Media, to ensure measurable results for Sanlam. Brett Tucker, of TLC commentsthat few other media platform are positioned to hold uninterrupted conversations with such a precisely pinpointed audience.

The Sanlam Liquid creative imitates a mirror frame to cleverly engage potential account holders during their leisure time, asking him the hard-hitting question ‘You may be looking good but can you say the same about your savings?’ “In a day and age where budgeting and financial planning have become a necessity, we’re confident that the Sanlam Liquid campaign will make young men take notice, think more carefully about their current financial portfolio and maintain top of mind presence for Sanlam as a preferred financial services provider,” says Brett.

Sanlam Liquid is the uncomplicated transactional and savings solution, offering exceptional interest returns on low risk savings and investments. Products include financial solutions with duration of less than 5 years, to immediately accessible savings via a debit card, internet transactional facilities, debit orders and several other services.