Media agency Carat created a South African first by selecting Unlimited’s Primall Media’s hanging banner media platforms inside shopping malls and turning them into a ‘never-been-done-before’ dye-cut spectacular to promote the movie, Oz The Great and Powerful.
The campaign objectives included positioning the film as the ‘must see’ movie, showcasing its spectacular visuals, and ensuring that the trailer was viewed as widely as possible.
“The media objectives included driving awareness of the movie, promoting its visually spectacular features and ensuring high reach through Primall Media’s platforms,” says Carat’s Paola Paoli.
To ensure that the campaign objectives were met, Carat and Primall Media chose select, high-traffic shopping malls across the country for its dye-cut hot air balloons, an iconic feature of the movie.
“The hot air balloons targeted men and women, aged 18+, and turned our hanging banner media platforms into a visually spectacular promotion of the film. As the movie is all about adventure, exploration and fantasy, this idea created synergy with both the film and consumers alike,” she says.
“This is the first time in South Africa that media platforms inside shopping malls featured dye-cut creative. They were strategically placed, not only in high traffic areas, but the entire mall environment was taken into account to ensure relevance with the target market and to create the actual look and feel of the movie,” says Paola.
As an example of the strategic placement, dye-cut hot air balloons were displayed in a walkway leading up to Woolworths in the Sandton City venue targeting the entire family. Another example of strategic placement is directly inspired by the film’s high fashion element and exquisite costumes which appear in the film, with the creative being placed in the high fashion aisle in V&A in order to appeal to Cape Town’s fashionista markets.
Primall Media is South Africa’s premier mall advertising company, delivering a range of interactive and static visual media options in quintessential retail spaces, which directly influence purchase decisions in the shopping environment. The national footprint of super regional malls allows for a touch point to virtually all of SA’s LSM 8-10 market in an environment where shopping and entertainment prevail. Visit www.primedia-unlimited.co.za or www.primall.co.za for more.