Shopping Mall advertising specialist Primall Media, was recently tasked with the objective of engaging Discovery Health members and also non-members, to apply for their own Discovery Cards. During a two-month nationwide launch, Primall Media effected an extensive mall branding campaign prompting 90 000 people to apply for Discovery Credit Cards.

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 prominent 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, The Pavilion.

“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, a significant percentage of whom applied for the service,” says Primall Media Director Darren Katz.

www.primedia.co.za