When advertisers launch any new advertising campaign, especially with new visuals, it is crucial to break through the clutter with multiple occurrences of the same visuals at multiple consumer touch points, or in short – create brand dominance.
Recently BVLGARI launched its new male fragrance, MAN EXTREME, to men, aged 25 to 49 within the LSM 9 and 10 brackets. To communicate the message Primedia Unlimited’s Primall Media business was selected to create brand dominance within the mall environment and close to points of purchase.
“The upmarket Sandton City, V&A and Gateway shopping centres were selected,” says Primall Media’s Lee Curtis. “A combination of mall advertising, billboards, hanging banners and digital skyscrapers were strategically placed to maximise impact and visibility. Of key importance was the proximity to BVLGARI’s key retail distributors.”
In the latest BVLGARI MAN EXTREME campaign, actor and new BVLGARI ambassador, Eric Bana follows in the footsteps of the Roman emperors and exerts the strength of a charismatic and fearless hero. The campaign was shot in Rome where the dramatic black and white images channel a cinematic twist that is at once imposing, classic and elegant.
“We feel that the mall selection and placement of the communication lends credence to the campaign’s striking creative values and in addition, creates the desired dominant in mall presence,” says Lee.