The art of directional signage on mall parking booms

A new advertiser to the mall space, petroleum brand BP has entrusted a portion of its OOH advertising budget to Primedia Unlimited’s Primall Media by cleverly directing consumers to a filling station close by. 

As part of the largest grouping of out of home companies in South Africa, Primedia Unlimited and its Primall Media business has advertising rights to many premium shopping malls in the country, and to the consumers that frequent these centres.

“BP specifically wanted to highlight the proximity of their petrol stations around each of the malls they advertised with,” says Primall’s Executive Head: Sales and Marketing Lee Curtis. “The campaign utilised branding on exit and entrance parking booms displaying messaging such as ‘Sho’t Left’ in directional signage and a reminder to shoppers to fill up at BP to ‘refresh, refill, revitalise’.”

Over 150 parking booms have been branded at 13 malls around Johannesburg and KwaZulu Natal. The campaign runs until May this year.