Primedia Unlimited’s retail space innovator Mall Active has secured shopping centre space for its client Samsung to communicate the brand’s new Smart TV and to create awareness of Samsung’s London 2012 Olympic sponsorship property.
Armed with an arsenal of knowledge and existing solid relationships with shopping mall owners, Mall Active was able to provide Samsung with advice on which malls to book based on footfall, size of the shopping centres, display areas and provide recommendations on activation mechanics.
Mall Active GM Travis Brown says; “Samsung’s creative partners Efficiency Advertising and Design and media agency Starcom wanted to promote two different campaigns – the Smart TV during May and July and the Olympic campaign during July and August.”
“To target the required upper LSM consumer, we negotiated and secured mall approval in five centres for the Smart TV campaign and eight malls for the Olympics communication. The main centre courts in each of the malls were confirmed, to ensure that the campaigns have maximum impact in the malls and that consumers have the opportunity to engage with Samsung in a relaxed environment.”