Primedia Unlimited subsidiary Primall Media is at the forefront of innovative mall advertising and fashion related brands are seeing the advantages of advertising directly to their target market within the shopping mall environment.
“Mall media has definitely become more prioritised as an advertising channel when it comes to fashion related brands,” says Primall Media’s Executive Head: Sales & Marketing Lee Curtis.
“A case in point is Footwear Trading that has contracted with us for the fourth consecutive year. There is clearly a distinct advantage at being able to communicate with fashion conscious consumers close to the point of purchase.”
Footwear Trading own the Diesel, Levis and Tommy Hilfiger stores in all the major super regional malls in the country and for them having these brands top-of-mind is crucial. As from April, consumers have been exposed to these brands in Sandton City, Nelson Mandela Square, Eastgate Shopping Centre and V & A Waterfront.
Each brand is unique and the creative executions for each campaign are rotated to keep the campaigns seasonal and fresh.
“By using our unique static Icon and digital M-APP directory units for the campaign, one builds awareness very cost effectively while maximising the display frequency and opportunities for consumers to see the ads,” says Lee.