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On-the-wall card campaign reaches the shopper
With some of South Africa's finest malls hosting the new Barclay's Bank credit card campaign, Primall Media, a subsidiary of Primedia Unlimited, devised a campaign aimed at reaching every shopper within the targeted malls.
Barclay's brief demanded a campaign that was innovative and out-of-the-box, and the result from the agency was a combination of clean, striking graphics and strategic placements. The campaign dominated areas in selected shopping malls and highlights the bank's credit card branding on lift doors, hanging banners, and on the agency's “Glass Wall”.
“Using mall advertising allowed us to contextualise the advertising. Consumers in retail spaces willingly receive communication regarding credit cards and other retail special offers. The campaign was designed to capitalise on a consumer's ‘buying frame' mindset when visiting malls,” says Danielle Haggiyannes, the agency account manager.
With more than 27 million customers and clients in more than 50 countries, the bank has a growing international portfolio and joint ventures with partners like Primall Media make their presence more apparent.
