Mall spaces have become leisure destinations for many consumers who seek out lifestyle experiences above and beyond the purely-retail based services of old.
Capitalising on the more leisure-orientated state of mind of modern shoppers, Nu Metro Films, on behalf of 20th Century Fox, has invested in a national campaign utilising Unlimited subsidiary Primall Media’s digital advertising screens to promote the release of the internationally acclaimed blockbuster Taken 2 starring Liam Neeson.
Primall Media Executive Head, Sales and Marketing Lee Curtis explains; “The aim of the messaging was to communicate the fact that the film is an action packed, high quality release contrary to the perception usually associated with sequels merely being rehashes of previous versions. We wanted to reach consumers who had watched the first Taken movie as well as those who would like to watch it for the first time.”
The one month, national campaign was executed at Canal Walk (Cape Town), Menlyn (Pretoria), Gateway (Durban) and Sandton City (Johannesburg) with the aim of creating a broad coverage campaign that reached a national, movie going audience.
To achieve this level of saturation, all areas of the mall were utilised to allow Nu Metro to leverage its presence in the various environments in which the campaign ran. The screens are placed at major entrances and exits as well as key convergence points and as a result, the advertising messaging successfully reached a large amount of shopper traffic.