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Gallo Music
To promote Michael Bublé’s fifth studio album, Gallo Music commissioned Unlimited’s shopping mall advertising experts, Primall Media, to promote the male solo artist’s latest CD within LSM A shopping malls across the country. The resultant campaign on Primall’s Digital Ad Screens provided an increase in store finds of over 48%.
The eye-catching Michael Bublé imagery promoted both the album and the artist for a full month across Digital Ad Screens in each mall, and made use of Primall’s latest digital offering, the Skyscraper. These units consist of two 46 inch HD screens stacked atop one another to seamlessly display advertiser content.
The campaign specifically targeted consumers in the upper end V&A Waterfront, Eastgate, The Zone@Rosebank, Gateway, Cresta and Sandton City shopping centres.
Between the 1st and 31st December 2011, Primall’s Digital Ad Screen’s displaying the Michael Bublé campaign received over 4 000 music store specific searches. In comparison, the November period garnered 2 084 combined music store searches. The overall December figures show a total search increase of an incredible 48.8%. In malls like Gateway and The Mall of Rosebank, increases in excess of 70% were achieved. Despite the campaign falling over the festive season, the increase in specific music store searches is over and above the usual increase seen from the traditional Christmas trading figures.
Lee Curtis, Executive Head, Sales and Marketing at Primall Media says, “Taken from a series of reports conducted over the period, these figures are a clear indication that consumers were engaging with the Michael Bublé advert on the Digital Ad Screens. The results show a huge increase from November to December, when the campaign kicked off.”  
For more on Primall Media, visit www.primall.co.za.

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