Luxury clothing and apparel brand Polo is advertising its mens and ladies Iconic Golfer apparel in HD via Primall Media’s digital ad screens in the shopping centres where Polo has flagship stores. Polo aims to raise brand awareness of the Golfer range and drive feet through its stores.
“Primall’s interactive 46 inch HD LCD screens display Polo’s ‘Iconic Golfer’ creative and encourages shoppers to touch the screen for further product and range information. It’s the perfect combination of advertising in the last retail mile and prompts shoppers to a strategic call to action, on the spot.
For us it’s important to match the positioning of our platforms to the brands. I believe that having Polo showcased on our high end Digital Ad Screens assists in delivering the brand’s proposition of timeless style and quality,” says Primall Media’s Lee Curtis.
Daniel Calbacho, Creative Director at Red Marketing adds, “We have gone back to our roots and are heavily promoting the classic golfer top. We have used simple, elegant images, not following the mainstream fashion, but appealing to those who want timeless classics that always look good.”
To get the Polo message across, media specialist Outdoor Exchange booked 51 of Primall’s Digital Ad Screens across Canal Walk, The Zone@Rosebank, Sandton City, Nelson Mandela Square, Eastgate, Gateway, Cavendish and Menlyn, supported by the Polo summer campaign presented in GQ, ELLE, Men’s Health, Destiny, Sandton, Child Magazine, Living & Loving, as well as an Outdoor Citilite package.
