Thanks to a Primall Media campaign for Nespresso, visitors to top malls are destined to take more coffee breaks.
Primedia Unlimited’s shopping mall advertising division specialises in high-impact branding campaigns close to the point of purchase. The media owner used several of its platforms to tease consumers’ taste buds and create awareness around Nespresso’s Inissia range that is available in a host of colours.
Nespresso is the global pioneer in premium portioned coffee and introduced consumers to top Grands Crus coffees to be enjoyed in the comfort of their own homes, as well as to be savoured at locations outside the home, such as luxury restaurants, cafes, hotels and offices.
“Sandton City and Canal Walk made use of platforms close to the points of purchase for increased awareness. For example, as Boardmans is a trade partner of Nespresso machines only, consumers whose interest was piqued could immediately visit the trade partner,” says Primall Media’s Lee Curtis.
The campaign’s target market is men and women in the LSM 10 bracket.
“Mall advertising delivers high impact, interactive and static branding opportunities which influence purchase decisions in the shopping environment, allowing marketers and consumers to wake up and smell the coffee,” says Curtis.