Superga, the Italian shoe for everyday people, is driving feet into its stores inside shopping malls across the country, thanks to the innovative media platforms of Primall Media and Wideopen Platform. Superga has chosen the Primedia Unlimited subsidiaries as its partners in advertising the new range of supporters’ shoes for the 2010 Soccer World Cup™.

Running for the duration of the World Cup, the campaign is geared to be noticed by its young, trendy male and female target audience and drive them into stockists.

Primall Media’s Lee Curtis explains that Superga’s new range has been designed to include a country’s flag and colours. “Soccer World Cup supporters will get a real kick out of not only being able to wear a T-shirt that represents their country, but the shoes as well,” says Curtis.

The larger-than-life Superga creative draws instant consumer attention on Primall Media’s Interior Billboards, Escalators, Hanging Banners and glass lift branding inside Cavendish Square, East Rand Mall, Gateway, Maponya Mall, Sandton City and The Bridge shopping centres.

From the outdoor perspective, Superga has secured Wideopen’s prominent site on the M1 highway just south of Grayston Road to communicate the new colours to its popular basic style. Wideopen’s Ryan Cohen comments “This particular execution is situated at a highly impactful location. The Superga die-cut shoes are really eye-catching and the brand’s presence effectively creates awareness of the Superga World Cup Range.”

According to Wideopen and Primall, the large format outdoor platform is the first touch point to pique consumer attention, with the message then being reinforced by the Primall’s network within the malls - creating double brand impact leading up to the point of purchase. “We’re confident that the combined approach will strengthen Superga’s standing during this important time in South Africa,” concludes Cohen.

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