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Issey Miyake goes into the night with Primall Media
Primall Media

Primedia Unlimited subsidiary Primall Media has executed a digital campaign for long standing client Issey Miyake. The iconic global brand launched its new male fragrance Nuit d’Issey, in five of the country’s top malls utilising Primall Media’s digital mall advertising units for the South African leg of the international launch.

The campaign captured the attention of male consumers between the ages of 25 and 45, in the LSM 8-10 bracket in Cavendish Square, Sandton City, Gateway, V&A Waterfront and the Tyger Valley shopping centres.

Primall Media’s Executive: Sales & Marketing Lee Curtis says, “We’re confident the client will be happy with the results, especially considering that shopping centre’s fall into the last window of influence in purchase behaviour.”

“Dramatic images of a moonlit sky were used on our digital MAPP units, and in Sandton City, our sought after video walls and skyscraper options encapsulated the essence of Nuit d’Issey.

Positioned close to points of sale, the campaign not only announced the availability of the new product but our digital directory units also showed shoppers which retailers house the Issey Miyake brand.”

The launch date was staggered through various retailers, with Edgars and Red Square counters going live from August.