The premium high-end appeal of fashion has been successfully translated into a sumptuous campaign by Primedia Lifestyle’s creative agency Red Pixel for Sandton City’s Fashion Circus promotion that showcased summer fashion from stores within the centre.
Red Pixel Creative Director Stuart Hill explains that the big idea behind the campaign stemmed from an original concept utilised by renowned fashion house Louis Vuitton but the local execution used less of the directly circus-related elements.
“The creative brief was for dynamic, strong, clean and clear messaging that represented the brand of Sandton City. The creative had to therefore clearly position the centre as Africa’s fashion destination for its middle to upper LSM target market. This was underpinned by the aim of increasing foot count and turn. This was driven by a host of activities which took place throughout the day and added a carnival-like atmosphere in the centre. The frequency of the happenings also meant that shoppers were bound to be exposed to at least one event.”
“In keeping with the premium nature of the event and high end profile of the target market, the luxurious look and feel of the creative effectively promoted a feeling of opulence through the use of rich jewel tones against a black backdrop, in line with the existing Sandton City brand positioning,” explains Hill.
The initial teaser portion of the campaign that was designed to create awareness and excitement utilised street pole advertising and ran in the two weeks prior to the actual fashion show. Invitations to Fashion Circus events were sent via e-mail and print invitations for celebrities as well as fashion and media houses.
The main portion of the campaign saw an array of fashion shows and activations, showcasing couture from stores in the centre. This was supported by social website banners, a mobi app and other digital media. There was also a radio element as well as extensive out of home executions including: In-centre light boxes, touch screens, posters and street pole ads and billboards in close proximity to the centre.
“Overall our collaboration with Sandton City is an excellent example of our ability to pitch and win independent business, while still being able to take advantages of the synergies within the Primedia Lifestyle Group,” says Hill.