Sandton City has had another revamp. This time, it was in the out of home advertising space as Primall Media installed 12 skyscrapers and two video walls, adding to its digital media arsenal in the centre. “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 GM, Julie Hillary, says Primall Media 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 complement 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.