Retail media owner Hypermedia and MBM have teamed up to produce a network first custom build for Tip Top utilising the Prime Retail media network.
Hypermedia GM Adam McGregor says: “We’re delighted to support MBM and Tip Top to deliver an amplified creative execution for their awesome CookieTime collab.
“We’ve always been passionate about Prime’s ability to connect with shoppers at key moments on the path to purchase and the integration of special build solutions has taken its ability to captivate those audiences to a whole new level.”
On the creative scope for custom builds, Hypermedia is confident the panels are perfect to allow agencies and brands to think big. The panel frames are sturdy and reinforced, supporting a variety of materials from PVC to acrylic and wood.
Head of Production Maureen Kerr says: “We have a vision to make Prime Retail one of the most flexible and impactful creative mediums available in New Zealand.”
This first of its kind Tip Top execution coincides with the installation of five ‘new look’ Prime panels in Tauranga’s Bayfair Shopping Centre, part of a wider portfolio expansion and refurbishment project Hypermedia are undertaking over the next 12 months.
The new panels are moving away from the traditional steel frame look, opting for a sleeker and more polished black veneer.
McGregor adds: “Black was the logical choice for the 2.0 panel look; not only is it part of our nation’s identity from the teams we support down to the clothing we choose to wear, but most importantly we were intent on ensuring the new look worked to further amplify our client’s creative.”
Prime Retail currently boasts access to more than 1.4 million shopping centres and supermarket shoppers every week, with 234 available faces nationwide.