Woolworths goes underground

Primall Media strategically placed creative reading: 'Events with a difference. Taste the talent: Woolworths honours local chefs, fashion designers and artists', on parking garage billboards in entry and exit points in shopping malls, including Sandton City, Eastgate and Canal Walk. The Woolworths campaign, based on its creative theatre concept of in-store chefs and in-store fashion shows, ran for six months, dominating the media space in various parking areas.

"The Woolworths promotion was successful in increasing foot count into participating stores. Primall Media's Garage Branding media option establishes ownership by branding entire floors and creates top-of-mind awareness at the place of purchase. This type of advertising allows niche market opportunities within LSM and demographic breakdowns," says Primall Media Director, Darren Katz.