Hot on the heels of Sandton City’s major refurbishment, Unlimited’s retail advertising specialist Primall Media, has added to the centre’s aesthetics by installing 12 skyscrapers and two video walls to its digital media arsenal.
“Our two new platforms are an add-on to the 12 Digital Ad Screens (DAS) already ensconced in the centre, which continue to be high on the advertiser’s ‘wanted’ list,” says Primall Media’s Darren Katz.
“The 12 Skyscrapers each consist of two 47 inch HD screens stacked atop one another which seamlessly display digital advertiser content, with large-format static graphics on the reverse of the unit,” says Darren. “The Video Wall is made up of 12 x 12 47 inch HD screens and both mediums are sold as linked digital packages. All screens have been imported and are already carrying advertising for the likes of Hugo Boss, Standard Bank, Pepe Jeans and Zara.”
Sandton City’s General Manager, Julie Hillary, says Primall Media has worked closely with the centre’s architects MDS Architects, every step of the way. “The team made sure that the aesthetics of the new digital platform compliment the refurbishment rather than detract from it. The new digital offerings are based on global trends and because effective advertising is about in-store conversion, we’ve raised South Africa’s retail profile worldwide and reaffirmed Sandton City’s role as the premier shopping destination,” says Hillary.
“For the fast-moving retail category, the ability to change campaigns on the fly is appealing to advertisers who know what they want to do in the environment, and who create specific advertising that works best in a particular venue, with zero clutter,” adds Darren.
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