Gorgeous visuals of stunning men and women and a chance to engage with a fine fragrance draws consumers into stores and their perfume counters, thanks to ongoing Primall Media campaigns.
The Primedia Unlimited’s shopping mall advertising specialist saturated the mall environment with its visuals, building reach and frequency and ensuring heightened awareness of Procter&Gamble brands Gucci, Dolce&Gabanna, Lacoste and Hugo Boss.
“The African Sales campaigns unfold in close proximity to points of purchase, are cost effective and ensure coverage of the entire mall,” says Primall Media’s Lee Curtis.
Ten one-month campaigns have been booked and will run until July 2014.
African Sales Company (ASCO), a major distributor of fine fragrances, has used Primall Media for a number of campaigns across multiple brands during 2013. Various in-mall platforms offered by Primall Media have been used. “The ongoing support by ASCO underlines the results being enjoyed by the client. Mall advertising offers longevity, high impact and immediate results, making it an ideal out-of-home advertising solution,” says Curtis.
One of the more recent African Sales campaigns was to promote the world-wide launch of Dior Homme in South Africa. Featuring Twilight star Robert Pattinson as the new face of Dior Homme, gigantic images of a chic looking Pattinson lent themselves to a high-impact campaign that dominated the retail environment close to key retailers such as Edgars.
Targeting men in the higher LSM group, the campaign ran in October and used all or a combination of the following platforms: video walls, hanging banners, interior billboards and MAPP (mall advertising portals such as digital interactive screens) in Sandton City, Eastgate, Canal Walk and the V&A Waterfront, all malls with a history of good Dior sales.