Puma's new footwear range, Lift, weighs only 178g and comes in a variety of funky colours to suit the active, style-conscious individual. The company's objective is to launch its product in close proximity to the point of purchase, hence Primall's involvement.
Primall brand manager Gia Conte said: “It's easier to motivate a consumer to purchase a product within a shopping environment than advertising remotely. Dominating the advertising space within the mall environment lends stature to the brand and supplements the brand's static advertising. The touch screens create a comprehensive footprint across the mall, enabling Puma to engage a multitude of consumers.”
The multi-platform campaign is designed to secure visually impactful sites within malls, and close to Total Sports stores. The digital touch screens are designed to increase interactive visibility throughout the entire mall and act as a teaser to get consumers into the stockist's stores.
Media agency Zenith Optimedia with Primall Media, conceptualised and planned the mall campaign. In the Johannesburg holding, Puma has secured exclusive rights for the six-week period to East Rand Mall's glass lift shaft, glass entrance, branding of one glass entrance, three lift doors and three inside undercover parking areas. There are two lift banners and one escalator set at Sandton City and 22 lift doors are aimed at dominating Menlyn Mall in Pretoria.
In the Eastern Cape's Vincent Park, Puma holds six lift doors and one glass lift banner at Edgars Red Square and Telkom Direct, whilst in the Western Cape the Tyger Valley Centre has the branding on an escalator set, lift flag banners and one glass lift shaft at the House & Home Court. At the Waterfront shopping centre, an escalator, glass lift, parkade glass branding, and four glass panels have been secured at the Woolworths Parkade Entrance.
KwaZulu-Natal's Gateway Centre has a Total Sports Package consisting of four hanging banners and one branded escalator set.
