Simple, strong and impactful, when creative can evoke an emotion, you know you have a winning campaign. Giorgio Armani Si, a modern, feminine and sophisticated fragrance for women, took advantage of the large canvas offered by Out-of-Home advertising, painting the town red with a simple yet highly sophisticated creative which is engaging, elegant and beautiful, true to the house of Giorgio Armani spirit. Research from ComScore shows that quality creative is essential. Their study found that 52% of shifts in brand sales are attributed to the quality of creative, making creative the single most impactful driver of sales change.

There are several challenges for advertisers and brands in reaching the highly sought after premium market, such as correctly segmenting different consumer groups, understanding their unique tastes, preferences and shopping patterns. Coupled with this, are the evolving consumer media consumption patterns and media fragmentation. When formulating media strategies, additional complexities are present to target dynamic consumer segments, impacting the investment level required to reach the premium consumer market. Understanding the mobility patterns of different consumer segments, and overlaying mobile data and social listening tools insights, the campaign for Giorgio Armani Si, was able to focus on major routes across the most prominent precincts of Johannesburg’s Northern Suburbs, intercepting the premium consumer segment on the course of their daily commute.
The campaign used a range of impactful Out-of-Home media platforms along the consumer journey, supporting the brand goals, building brand fame, and driving in-store and online sales. The campaign featured on an iconic large format site at the C/O Sandton Drive and William Nicol, a host of Roadside digital billboards, mall zones, Citilites, and premium iVision digital displays in high-end malls such as Sandton City and Eastgate among others.

The campaign is expected to deliver over five million gross monthly impressions via the network of mall advertising, and over ten and a half million gross monthly impressions via the three roadside billboard formats, at a CPT of R48. The Giorgio Armani Si campaign is an exceptional example of how strategically selected advertising locations and platforms, supported deep consumer insights and amazing creative helps build brand equity, raising awareness and driving sales in-store and online.

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