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Shopping Centre advertising specialist Primall Media engaged its mall communication framework to launch and create interest around LG Scarlet, the hot new range of the world’s slimmest LCD TV’s. The campaign messaging centres on the concept of a twist on words promoting “a Hit new TV Series”. However, the TV Series wasn’t about a new broadcast production, but rather referred to LG’s Scarlet TV range.

“People go to malls to investigate what is new and as a result it made perfect sense for LG to partner with Primall Media to launch the new series of TV’s using its innovative mass media platform,“ comments Jennifer Hudson, Business Head of media agency Mindshare.

The two malls selected for the LG campaign were the Fourways Mall in Johannesburg and the Gateway complex in Kwa-Zulu Natal, who together annually house over 23 million in foot traffic through their doors. With the objective of captivating shoppers in the LSM 6 – 10 bracket, Primall executed an advertising package in Fourways Mall consisting of four elegantly designed Hanging Banners spanning the Markhams, Foschini, Hilton Weiner and Truworths zones and eight Hanging Banners in the Guess, Nine West and Europa areas.

For the Gateway centre, one of the biggest shopping retail outlets in Africa, dubbed ‘The theatre of shopping’ LG opted for branded Lift Banners, six Hanging Banners and two Escalator Sets located at the Checkers Hyper, Spar and Donna Claire and Woolworths areas.

“LG's razor-sharp strategy of tweaking the meaning of "TV series" to increase curiosity was a perfect combination with the dwell time people spend in malls. It allowed shoppers to see the visual, provoke thought and curiosity around the campaign, then be exposed to additional communication as they stroll through other zones in the mall,” says Primall Media Director Darren Katz.