SOUTH AFRICA: Capitalising on increased foot traffic in South African shopping malls between now and leading up to the end of the year, Converse has chosen Primedia Unlimited’s shopping mall advertising specialist, Primall Media, to generate awareness for its range of shoes.

Skewed towards a younger target audience, the national campaign takes place at Cavendish Square, Gateway, Maponya Mall, Menlyn Park, The Pavilion and Sandton City shopping centres until the end of November.

Converse selected multiple Primall Media touch points inside these shopping malls to ensure that it was able to break through the clutter, and reach consumers in an environment where they are close to the point of purchase. Dharmesh Nagar of Mercury Media explains that they strategically forged the relationship between Converse and Primall Media as they were confident that the match between client objectives and the benefits of mall advertising would form the basis of a synergistic partnership.

The creative, featuring the payoff line, ‘You’re It. You’re Up. You’re On’ has been placed on Primall’s strategically located Hanging Banners, Lift Doors, Interior and Exterior Billboards and Parkade media platforms for the duration of the campaign.

Primall’s Lee Curtis comments “The main objective of the Converse campaign is to heighten awareness of the brand’s latest offering whilst consumers traverse the retail mile. Each of our mall’s advertising platforms are designed to influence consumer behaviour and effectively use the natural traffic flow within each centre.”

“For us the key to successful advertising at the point of purchase is to clearly understand the client’s objective, which audience needs to be reached and then to match the relevant package to the client, brand and creative. Often when in the mall space, shoppers are unsure of which brands to buy. Clever, striking advertising undoubtedly influences the purchase decision making process and can add to the overall experience the shopper has with that brand,” adds Curtis.

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