Primedia Unlimited subsidiary Primall Media has added the global brand Hard Rock Cafe to its growing list of clients.
“The launch of Hard Rock Cafe in Sandton’s bustling Nelson Mandela Square prompted the brand to advertise its opening in the shopping centre, where it could engage with its desired clientele directly,” says Primall Media’s Executive Head: Sales & Marketing Lee Curtis.
Hard Rock Cafe is a haven for mid to upper LSM consumers who enjoy the high energy combination of vibrant music and good food. Since the brand’s establishment in 1971, Hard Rock Cafe has also committed to a wide variety of philanthropic causes and activities, true to its ethos of ‘Love All – Serve All’.
“The four month campaign was aimed at building anticipation of the Cafe’s opening in Johannesburg and to drive a consistent flow of clients through its doors,” says Lee.
The brand is being advertised on digital skyscrapers throughout the mall. These digital units house two high definition 46” screens placed vertically atop one another and provide striking visuals in an easy to digest format.