Pay TV broadcaster DSTV enlisted the services of Primedia Unlimited’s MallWorx to heighten awareness of the DStv Compact bouquet and its’ key offerings during the 2014 FIFA World Cup, in middle class malls across the country.
“DSTV in conjunction with SuperSport positioned their branding in dominant areas around malls to create awareness of their offerings. It encouraged fans to ensure that they didn’t miss any of the World Cup action, one of the most highly viewed events in the world,” says MallWorx’s Lee Curtis.
The campaign flighted in 12 malls across the country and targeted LSM 6-7 shoppers, aged 25-54 with an interest in soccer.
“DSTV utilised a number of our advertising platforms including hanging banners, both standard and die cut, exterior and indoor billboards, glass entrance branding, lift doors and escalator branding,” says Lee.