Mall advertising strategically reaches shoppers in ‘the last mile’ before the point of purchase and has the ability to sway purchasing decisions on the spot. P&G Fragrances’ brand Gucci is yet another luxury brand to benefit from the success of mall advertising, having signed a national two-month mall campaign with Primedia Unlimited subsidiary Primall Media, for new extension Flora Eau de Perfume.

“Mall advertising is an integral part of Gucci’s overall strategy,” says Primall’s Lee Curtis. “As a marketing platform, it has the unique ability to influence consumer purchasing behaviour at the right time and in the right place. It’s also an effective channel for reaffirming Gucci’s brand name with its new key visual.”

Securing branding on Escalators, Lifts, Interior Billboards and Hanging Banners, the Gucci creative makes a striking impact at upmarket malls Gateway, Menlyn Park, Eastgate, V&A Waterfront and Sandton City.

“These executions allow Gucci to develop a multi-dimensional personality while positioning the sexy international creative to consumers, highlighting that the new fragrance is available for testing or purchase at retailers close by.”

According to Primall, the selected shopping centres will effectively target woman aged 25 – 35 in the LSM 7 – 10 category, alerting them to the fact that they can purchase a strong night version of the product they are already loyal to. “As Gucci is a luxury brand, aesthetic guidelines were strict, but our subtle, high end platforms perfectly suit the brand’s requirements,” adds Curtis.

The Gucci Flora campaign is supplemented by print, TV, in-store and on shelf displays and spray activity.

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 www.primedia-unlimited.co.za or www.primall.co.za

Issued on behalf of:                     Primall Media
                                                       Lee Curtis
Executive Head, Sales and Marketing
                                                       T: +27 11 562 6666

Prepared by:                                 Owlhurst Communications
                                                       Charlene Dennis            
                                                       Account Director
                                                       T: +27 11 234 8983