Discovering shopping mall ads

To raise awareness of Discovery Credit Card's services and to encourage new applicants to sign on, Primall Media, a division of Primedia Unlimited, implemented branding in pay station garages, interior centre courts, directory boards, drop banners and exterior billboards across 20 malls in South Africa including Hyde Park Corner, The Mall Of Rosebank, Canal Walk, Tygervalley Shopping Centre and The Pavilion.

Primall media director Darren Katz says: "Consumers are highly receptive to advertising in the retail environment, providing marketers with opportunities for their brands to reach in excess of 180 000 consumers every day.

"The Discovery Credit Card launch promotion succeeded in accessing a total of five million shoppers per month."