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One of the advantages of advertising in shopping centres is the variety of mediums on which to portray your brand. Unlimited subsidiary Primall Media proved this case in point for Reckitt Benckiser’s Veet hair removal products.

Using escalators, hanging banners and lifts as main examples, the visuals of gorgeously smooth legs displayed at prominent sites in busy malls had women vitally aware of the appearance of their own legs. The campaign strategically communicated the benefit Veet’s hair removal products could provide.

“Our main objective with the present campaign was to persuade current razor blade users to try Veet’s hair removal products as an alternate to shaving their legs,” commented Alix Russel, Brand Manager for Veet. “Primall Media were the perfect fit for us as they were able to provide access to the right profile of consumers in various upmarket shopping centres. Due to the high-impact advertising medium made available to us by Primall we were able to create a consistent message, reinforcing brand awareness at all our consumer touch points.”

With the promise of smoother legs for longer, without the irritation of stubble most often caused when using razor blades, Veet’s creative campaign was able to perfectly capture the allure of silky smooth and beautiful legs.

“With Veet’s products being sold at various retail outlets within most shopping centres, our clutter-free platforms were able to create the hype and attention Veet were seeking with this campaign,” commented Warrick Billingham, Account Manager for Primall Media. “Since malls tend to be dominated by the ladies, it made sense to target them when they are in spending mode, ensuring Veet is top of mind when making purchase decisions.”