Briefed to introduce lingerie company La Senza’s new ‘Candy’ range to mall patrons, South Africa’s principal direct marketing and consumer promotions company, Primedia @ Home, executed a funky, shopping centre marketing campaign. In keeping with the renowned brand’s alluring international image, chic, feminine Primedia @ Home promoters adorned in the new candy range underwear, distributed leaflet-lollipop packages to potential buyers between 16- and 28-years-old. The leaflets advertised a ‘must-have’ special offer inviting Candy-specific trendy females 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.

To leverage the campaign, Primedia Unlimited’s centre advertising specialist, Primall Media, were 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. A great touch featured washing lines adorned with Candy lingerie – all spectacular exhibitions and visual feasts for consumers. State-of-the-art plasma screens showed models from the Canadian La Senza photo shoot displaying the Candy range, and hip, contemporary music set the mood.

“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,” says Modise Makhene, Primedia @ Home Managing Director.