Female shoppers in a mall are often like kids in a candy store who are particularly susceptible to aspirational advertising messages. Realising the attractiveness of this ‘open for business’ shopper mindset, global beauty giant Revlon has completed a 1-month campaign using Unlimited subsidiary Primall Media’s platforms.
The aim of the campaign was to communicate the launch of Revlon’s new Mousse foundation product that gives the consumer a beautiful looking skin thanks to its dual anti blemish and skin firming benefits.
The far reaching campaign targeted LSM 7 – 10 female shoppers in malls across the country namely: The Glen, Eastgate, Sandton City, Menlyn and Cresta in Johannesburg. Cavendish Square, the V&A Waterfront and Canal Walk in Cape Town; and Gateway and the Pavillion in Durban.
Primall Executive Head of Sales and Marketing Lee Curtis says; “A key benefit of our media platform is its ability to reach shoppers at, or very close to, the point of purchase and of course the fact that they’ve come to a particular mall to shop!”
He adds that an additional advantage of the latest Revlon campaign is that it provided a national blanket of messaging, thereby reaching the target market on a large scale at multiple touchpoints.