Primedia Unlimited’s in mall advertising specialists, Primall Media, were tasked with increasing awareness and sales of ghd’s products in shopping centres nationwide.
“Putting two market leaders together in the form of ghd and Primall Media made a lot of commercial sense,” says Primall Media’s Executive Head: Sales Deshendri Smit. “The advertiser wanted big impact by dominating certain nodes of retail space and we’re able to provide that.”
The campaign specifically promoted its ghd Curve product, a curling iron that promises ‘Good hair day. Every day’. The communication was targeted at women in the LSM 8-10 bracket for a period of two months.
“ghd utilised our digital MAPP screen units and video wall products in the Gateway, Sandton City and V&A shopping centres,” she says. “These are high reach mediums and because they are located in different nodes of the mall they can drive shoppers to the relevant points of purchase. Client has been very pleased with the campaign and we look forward to seeing the post communication results.”
Primall Media DNA
For more information about Primall Media, visit www.primedia-unlimited.co.za or www.primall.co.za. 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.