JOHANNESBURG: Issey Miyake selected Unlimited's shopping mall advertising specialist, Primall Media, to ensure consumer engagement and awareness of its new fragrance, L'Eau d'Issey pour Homme Sport, in three of South Africa's top-end shopping malls for a one month period.
"Targeting Men in the LSM 8 – 10 grouping, the campaign ran in the V&A Waterfront, Canal Walk and Sandton City shopping centres", said Primall's Lee Curtis.
Issey Miyake selected Primall's international fashion brand package at the V&A Waterfront, consisting of hanging banners and escalators. The Cape Town based Canal Walk leg of the campaign concentrated on Primall's digital ad screens to generate awareness of the new brand amongst men, while Aldo and Due South effectively utilised a banner package inside Sandton City.
"Over the course of the campaign, the three targeted centres hosted well over 30 million consumers, who had the opportunity to engage with the communication", said Curtis. "Our strategy for Issey Miyake was to select media platforms which are located close to the key retailers which stock L'Eau d'Issey pour Homme Sport, and to also concentrate on other sites within the malls where men would generally spend more time."
"This was the first time that Issey Miyake made use of mall media in South Africa and they selected sites that would ensure the 'WOW' effect on consumers", Curtis concluded.