Primedia Unlimited’s shopping mall advertising specialist, Primall Media, has been selected by Burberry to launch its new Burberry Brit Rhythm fragrance for men and women via its consumer-stopping digital screens inside upmarket shopping centres across the country.
The campaign, inspired by live music and youthful energy, portrays Burberry Brit Rhythm as a fusion of sound and scent which is in line with Burberry CEO Christopher Bailey’s drive to nurture the brand’s association with British music.
“Primall Media’s digital screens are very effective when it comes to targeting the millennial girl and guy inside our shopping mall holdings because they engage the brand’s target audience for this campaign, LSM 7-10 consumers, between the ages of 18 and 35,” confirms Primall Media’s Lee Curtis.
“Burberry is a digital company in the way in which it communicates so digital exposure for its advertising campaigns will always take first preference as a media platform,” he adds.
The first fragrance campaign shot took place in London, with British actress and model Suki Waterhouse, under Bailey’s creative direction. She stars alongside British musician and model George Barnett, who features in the Burberry Brit Rhythm campaign for men.
Launched globally earlier this year, the Primall Media digital screen element of the campaign ran in South Africa’s top shopping malls in April, whilst the print element ran in magazines at the same time – both achieved brand awareness for Burberry Brit Rhythm by appealing to men and women at the same time.