Primall's geographic advantage afforded Mini the opportunity of ‘owning' eight illuminated billboards per parkade floor, per centre. The campaign can be seen in the upmarket parkades of Eastgate, Greenacres, Montecasino, Cavendish, Tygervalley, Pavillion, Hyde Park, Menlyn Park, Gateway and Rosebank. Notably, Mini marks the first of many Primall Media campaigns in Menlyn's parkade.
“The Primall platform was a very natural fit for the Mini brand. It allowed the brand to take ownership of a property where the consumer is very attuned to what is going on around them. The Primall campaign definitely contributed to the hugely successful launch of the MINI Clubman,” says The MediaShop's media strategist Chris Botha.
The campaign was masterminded by a joint partnership between agencies Black River FC and The MediaShop.
