Retailer Woolworths has launched its latest in-mall advertising campaign entitled ‘Perfect Match’ to promote the company’s financial services products including its credit card. To spread the word, and for an effective visual representation in the malls, Woolworths called on Primedia Unlimited’s shopping centre advertising specialists, Primall Media.
“’Coffee and chocolate’ and ‘strawberries and cream’ are just two ‘perfect matches’ that come to mind,” says Lee Curtis, Executive: Sales & Marketing at Primall Media. “To visually illustrate the perfect match concept that contained similar visuals, Woolworths brought their creative concept to life through in-mall advertising platforms like lift doors that naturally work in unison, or two hanging banners which were placed side by side.”
The three types of Woolworths credit cards (black, gold and silver) are being shown as the consumer’s perfect match within the retail environment because of its shopping benefits that include amongst others, an automatic rewards programme that offers exclusive lower prices and up to 3% back on all purchases.
The campaign, booked and planned by media agency Carat Cape Town, has a female bias and runs for two months in ten shopping centres around the country and targets high income earners.
“The promotion offers shoppers additional benefits if they sign up before the 31st October,” says Lee.
“This campaign is a great example of strong branding and beautiful, impactful creative that has been placed close to specific stores in malls where Woolworths’ credit card could be used. To be considered, brands need to be in a relevant place, at the right time to drive behaviour and we’re confident that Woolworths has achieved this.”