As a means of brand communication, advertising in busy shopping centres has been a long term strategy for many of Primall Media’s advertisers.
“As an advertising environment, the shopping mall is a lifestyle convergent point for South Africans,” says Primall’s Lee Curtis. “It has become a weekly lifestyle destination, not only for shopping, but also as a means of entertainment and a venue to interact and meet with family and friends. Consumers are known to spend an average of three hours per visit, which is one reason why the mall space is so attractive to advertisers, who promote anything from cosmetics right through to insurance products.”
A case in point is Primall Media’s latest advertiser iWYZE, Old Mutual’s short term insurance division, which has enlisted the assistance of the Unlimited division. “Mall advertising is a new marketing concept for iWYZE,” says Lee. “The client has signed up our escalator branding product as part of a broader iWYZE brand awareness campaign, in Chatsworth Centre, Natal.”
The campaign will run for three months and establishes ownership of strategic zones in the centre, effectively engaging 1.3 million shoppers per month.
Primall Media DNA
Primall Media is South Africa's mall advertising company, delivering a range of interactive and static visual and audio media options, which directly influence purchase decisions in the shopping environment. For more on Primall Media, visit or www.primall.co.za