Salome Viera, visual merchandiser of Dior, says, "Without a doubt, women find shopping and spending to be [the most] pleasurable, especially in malls. With that, this campaign will significantly create a bespoke shopper experience and open up all sorts of possibilities for brand engagement."
The campaign is currently running in selected shopping malls in Cape Town (V&A Waterfront and Canal Walk) and Johannesburg (Eastgate and Sandton City) throughout the month of September, with a combined monthly foot count of 7 361 771 on average.
Primedia Outdoor will aim to deliver holistic mall media solutions by hanging banners and interior billboards along the main walkways, ensuring that shoppers have the opportunity to see the messaging on the move.
According to Primedia Outdoor, high-end malls were found to be fitting for this launch considering their unique capabilities to create personalised shopper experiences through their high-impact advertising displays in coveted spaces.
Peter Lindstrom, sales and marketing executive of Primedia Outdoor, adds, "Considering the competitive nature of luxury goods industry, mall media allows brands to connect with shoppers beyond the point of purchase, and momentously deliver stand-out advertising solutions when they are evaluating their purchase decisions. This is of importance when introducing new products or services."
For more information, visit www.primediaoutdoor.co.za. You can also follow Primedia Outdoor on Facebook or on Twitter.