As part of Fossil’s latest advertising campaign entitled ‘On the Open Road’, Primedia Unlimited’s Primall Media will be providing all shopping mall media elements and delivering a range of national communications options to the advertiser.
“Proximity branding plays a distinctive role in the inclusion of brands in the consideration set,” says Primall’s Lee Curtis. “So to be considered, advertisers need to be in a relevant place, at the right time to drive behaviour, which is what we believe Fossil has achieved through this campaign.
Besides providing strong brand awareness, it is also the perfect opportunity to inform potential consumers of the location of Fossil stores within the chosen centres, especially because malls fall into the last window of influence in purchase.”
Fossil prides itself on its commitment to American vintage inspiration. This commitment has allowed for a strong retail presence globally (http://www.fossilgroup.com/investors/investor-relations/).
The Fossil ‘On the Open Road’ campaign presents a spirit of freedom and authentic adventure. Shot along the California coast, the communication speaks to the high LSM, urban, fashion conscious consumer who wants to look good and be in style, but in an unpretentious way.
The campaign will run in select malls until the end of October.