Washing Candy underwear in public

Briefed to introduce lingerie company La Senza's new 'Candy' range to mall patrons, Primedia @ Home executed a shopping centre marketing campaign that had promoters wearing the new underwear and distributing leaflet-lollipop packages to potential buyers.

The leaflets advertised a 'must-have' special offer inviting Candy-specific trendy females (targeted between 16 and 28-years-old) to take up a 15% discount on purchases made at La Senza branches in Sandton City, Menlyn, Gauteng; and Tygervalley, V&A Waterfront, and Cavendish malls.

Primall Media was brought on board to fuse the direct marketing promotion with centre media advertising. The synthesis provided centre-court promotional displays that included La Senza Candy-branded deck chairs, cushions, picnic blankets and umbrellas.

Washing lines adorned with Candy lingerie were strung up and plasma screens showed models from the Canadian La Senza photo shoot displaying the Candy range.

Modise Makhene, Primedia @ Home Managing Director, says: "Reaching shoppers in malls is a key challenge for FMCG brands. Increasingly, marketers are using shopping mall advertising as a tactical ingredient in launching products and boosting existing brands.

"Primedia @ Home melded fun activities with luxury layouts for the La Senza Candy campaign. The objective was to launch the range but Primedia @ Home worked towards entrenching the brand in the South African marketplace."