Click image to enlarge

Click image to enlarge

Sleek and stylish motoring brand MINI, turned to Unlimited subsidiary Primall Media to create top of mind awareness for its latest MINI Clubman campaign. Primall’s strategy included MINI dominating the parkade space in various shopping centres nationwide.

Primall’s geographic advantage afforded MINI the opportunity of ‘owning’ eight illuminated billboards per parkade floor, per centre, enjoying complete brand domination in this space. MINI’s campaign can be seen in the upmarket parkades of Eastgate, Greenacres, Montecasino, Cavendish, Tygervalley, Pavillion, Hyde Park, Menlyn Park, Gateway and Rosebank. Notably, MINI marks the first of many Primall Media campaigns in Menlyn’s parkade.

“The Primall platform was a very natural fit for the MINI brand. It allowed the brand to take ownership of a property where the consumer is very attuned to what is going on around them. The Primall campaign definitely contributed to the hugely successful launch of the MINI Clubman,” says The MediaShop’s media strategist Chris Botha.

Danielle Haggiyannes, Account Manager for Primall adds, “Parkade billboards are a very effective advertising medium for brands like MINI as each person who views the advertisements can relate to the brand, mostly being vehicle owners themselves.”

A joint partnership between agencies Black River FC and The MediaShop, after just two weeks of flighting the MINI campaign is already a hot topic of conversation among mall-goers.