Lighting things up

In a recent campaign, Coca-Cola Light’s marketing department sought out a new communication vehicle and found the appropriate media format in Primall Media’s shopping centre advertising, using large format internal billboards and a ‘Coca-Cola Light Wall’ built entirely out of glass bricks.

According to Darren Katz, director of Primall Media, a subsidiary of Primedia Unlimited, the Coca-Cola Light campaign was a great challenge.

"While we had a striking campaign in the internal billboards and feature glass wall, Coca-Cola Light ramped it up using our Eyecatcher medium, a combination of static and digital audio-visual media that catches the attention of passers-by. The solid structure holds 2 x A0 posters and a 42 inch plasma screen which, when combined with the boards and glass wall, offers consumers a full sensory experience with the brand."

The full campaign consisted of mall sites, sampling, and change room campaigns, in selected stores across carefully identified malls. "The mall sites created 'talkability'" says senior strategist for MediaCompete, Helen Christou. "They are unusual and cut through clutter - the glass wall in Eastgate is a superb example."

Christou says that she and the client are pleased with the latest tactic. "Mall advertising was a new vehicle for us," she says. "We used Primall Media to showcase Coca-Cola Light's new visual identity in shopping centres, a practically untouched environment which offered a great opportunity for us to talk to consumers in a different and impactful environment."

Shopping centres sporting the Coca-Cola Light visuals are Brooklyn, Eastgate, Colonnade, and Tyger Valley.