Diesel, the apparel brand known for its unique clothing for the style-making individual, has for the first time inked an advertising deal with mall communication specialists Primall Media. Its directive is to introduce the Diesel 2010 BE STUPID campaign and create brand awareness around the Diesel brand in close proximity to store locations.

The national BE STUPID campaign spans the five malls housing Diesel retailers, namely Gateway, Menlyn Park, Nelson Mandela Square, Sandton City and the V&A Waterfront.
Lee Curtis, Primall’s Executive Head of Sales and Marketing says, “This year Diesel wish to appeal to fashionistas and create awareness around the brand in the purchase decision environment.”

Werner Pieters of Diesel adds, “The Diesel line and accessories range is perfect for independent people who follow their own unique path in life and express their individuality by the way they dress. Bringing the BE STUPID campaign into the mall environment enables the brand to be exposed to consumers in strategic locations close to retailers.”

Dominating the malls until the end of January 2011, Diesel will be showcased on Primall’s Exterior Escalators, Exterior Billboards, Hanging Banners and Digital Touch Screens for a targeted approach to owning the last retail mile.
“Diesel is known as being a risky and edgy brand – this is seen in the unique design of its ranges as well as its tongue and cheek advertising campaigns. Diesel always pushes the boundaries and the BE STUPID campaign is definitely no exception… Be ready to be bowled over by the STUPIDITY in a mall near you in 2010,” concludes Pieters.

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