X/procure^®’s Managing Director JD Henderson explains that the four-month campaign consists of a Screensaver and Banner Advert on X/procure^®‘s electronic procurement system. The software, currently operating in 63% of South Africa’s pharmacies that utilise electronic procurement software, gives GlaxoSmithKline direct access to more than 1250 pharmacies nationwide during its campaign. Via the X/procure^®   portal GSK wish to increase product awareness during the months when consumers need the product the most.

ASPEN GSK Commercial Manager Yusuf Rasool comments, “The impact on patients suffering from Allergic Rhinitis is greater than more life threatening conditions such as Asthma. Our new Intranasal Steroid addresses the shortcomings of previous Allergic Rhinitis treatments specifically due to the novel molecule and device.  We are devoted to improving Allergic Rhinitis patients’ quality of life with this product.

X/procure^® plays a pivotal role in the success of taking this new INS to market and in spreading the awareness of this world-class product to pharmacists. It is definitely an essential medium when it comes to launching a new brand,” he adds.

GSK has a 16% stake in ASPEN Pharmacare, the South African-based and JSE-listed pharmaceutical company which is Africa’s largest pharmaceutical manufacturer. Aspen is a major supplier of branded and generic pharmaceuticals in approximately 100 countries across the globe and of consumer and nutritional products in selected territories

Beachtag, an online travel business and exclusive reseller of Beachcombers properties in Mauritius and the Seychelles has selected Primedia Unlimited’s washroom advertising specialist, TLC, to create awareness of the Beachtag brand as well as Beachcomber’s resorts on the island of Mauritius.

The campaign aims to keep the sought after destination top of mind and entice consumers to enter into an SMS competition to win a trip to one of the Beachcombers resorts, jointly sponsored by Beachtag & Beachcomber.

The washroom campaign uses TLC’s Standard A4 Washroom Frames to showcase its alluring visuals of the pristine Mauritius coastline and the pay off lines ‘Heaven on Earth’ and ‘Mauritius is the hottest thing this year, start packing your gear’ alongside a competition element to win a trip to the island. The promotion seeks to engage lifestyle orientated men and women visiting washrooms in Airports, Nightlife Venues, LSM A Malls, Sport Clubs, Netcare and Medicross Centres countrywide.

Brett Tucker, TLC’s National Sales Manager says, “With the recession well out of the way, it’s a great time for leisure destinations to stay top of mind for the potential traveller. Our media reaches consumers during idle dwell time and the airport holding in particular hones in on consumers who are in the travelling state of mind,” says Tucker.

Poised to target ladies only through its advertising space in cinema washrooms, TLC has won the Vitabiotics business to execute a national drive for immune booster product Immunace. Linked to an SMS competition line, the campaign enables Vitabiotics to not only measure the response to the campaign, but to also build awareness of Immunance amongst its core target market of the LSM 7 – 10 female vitamin taker.

Vitabiotics Immunace is an immune booster and anti-oxidant providing a wide range of vitamins and minerals for the maintenance of the immune and central nervous system.

The A4 Immunace creative appearing in TLC’s standard Washroom Frames uses a combination of colourful typography and visual of a healthy and happy woman which engages ladies whilst they have idle time in the washrooms. The strap line “Tomorrow’s Vitamins Today” is followed by a call to action for consumers to SMS their details and stand a chance of winning a two week free trial of the one-a-day tablets.

TLC’s Martin Bain Venn comments, “Based on the washroom media’s ability to be gender specific , client is able to hone in on its ideal demographic frequenting washrooms in Ster Kinekor and Nu Metro Theatres. Advertising to this specific female market ensures that there is minimal wastage from a spend point of view, plus client is able to gauge actual consumer reach through the SMS mechanism. It’s a winning combination and we look forward to seeing the results!”

Being one of the first manufacturers to endorse TLC’s Washroom Tester Unit concept when first launched in 2009, Unilever has again renewed the partnership, enabling consumers to sample Lifebuoy Liquid Soap. TLC believes the renewed contract signals confirmation of the medium’s effectiveness

Unilever selected the Primedia Unlimited washroom advertising specialist to bring the Lifebuoy brand to consumers in an environment where they will be able to sample the product until January 2011.

TLC’s Brett Tucker confirms that Lifebuoy tester frames have been placed in all female cinema washrooms, close to the soap dispensers. “The Tester Units are supported by TLC’s standard Mirror Decals in all cinema washrooms, together with standard Washrooms Frames across the entire Medicross and 12 LSM B mall holding,” he says.

“The washroom environment is perfect for a product like Lifebuoy, specifically as consumers are able to sample the product on demand.

Eskom has again signed up with Primedia Unlimited’s washroom advertising specialist, TLC, as a result of the extensive reach of TLC’s advertising frames inside shopping malls, sports bars and airports.

The three-month campaign targets male and female consumers inside 23 of TLC’s LSM A mall washrooms as well as sports bars nationwide. For one month the drive incorporated Airport washrooms into the marketing mix.

According to TLC’s Brett Tucker, the aim of the campaign was to educate consumers on how to save electricity, and encourage them to swap out their current globes for energy saving ones.

“Besides saving electricity, consumers were also directed to Eskom’s power alert website, www.poweralert.co.za, to drive the message home,” says Tucker.

Kimberly Clark selected Primedia Unlimited’s washroom advertising specialist, TLC, to get its message across to local and international tourists utilising airport washroom frames   to capitalise on the extremely high foot falls over the Soccer World Cup.

According to TLC’s Brett Tucker, the two-month Kimberly Clark hand sanitising moisture wipes campaign targeted both men and women frequenting airport washrooms, whilst travelling around the country to watch the various football games.

“Kimberly Clark selected TLC’s standard washroom frames as it needed a tool with high dwell time to convey its message about the effectiveness of the germ killing wipes. The creative which uses visuals of potentially germ filled touch points such as luggage trolleys and travellator hand rails, effectively alerts travellers of the importance of having germ defence close at hand,” says Tucker.

“The airport was not only an ideal, product-relevant environment to relay this message, but would ensure that the message was exposed to the massive number of consumers who took passage through the transit hubs during the sporting season,” he adds.

Having originally gained ground by securing 220 Jet Stores in 2006, TLC has grown its holding to 100 stores’ change rooms countrywide in four short years. TLC’s Brett Tucker explains, “TLC is thrilled to be able to offer advertisers extended reach, coupled with the flexibility of tailoring targeted communication right down to region, income bracket and gender,” adds Tucker.

TLC also holds the exclusive national advertising rights to alternative media concepts including Door Wraps, Tester Frames, Mirror Decals and digital Mirror Media. Venues include LSM A and B malls, Style and Sports Bars, Soweto, Ster Kinekor, Nu Metro and Cinema Nuveau Theatres, Healthcare Institutions, Health Clubs, Airports and Campus washrooms.

“Our comprehensive holding provides the advertiser with coverage in the most frequented lifestyle venues in South Africa,” concludes Tucker.

Mercedes-Benz has been awarded a gold Khuza Award for its E-Class campaign, as flighted on Wideopen Platform’s 581m² hoarding on Sandton’s Katherine Street. The Khuza Awards are South Africa’s largest youth marketing and communications research-based advertising communication awards.

Originally flighted in 2009, designed by BBDO and booked by OMD, the Mercedes Benz E-Class campaign was brought to life by Wideopen Platform’s large format outdoor media solutions, and in particular its Katherine Street hoarding adjacent to Atholl Square. The site is poised to the masses travelling into and out of the Sandton CBD.

Wideopen Platform Sales Director Ryan Cohen comments that for Mercedes it was crucial to be in close proximity to high traffic, upmarket malls and hotels to maximise the effectiveness of its E-Class launch campaign.

 “The strategy behind the outdoor component was to target high income, non-Mercedes and existing Mercedes drivers who may be swayed to convert to the E-Class,” he says. “The sheer size of the site allowed the E Class to boldly communicate its promises of superior driving comfort, style and safety.

Primedia Unlimited’s larger than life outdoor advertising company,

Branding escalators and a bulkhead at the end of the pre-baggage claim area, Samsung’s striking 3D TV campaign is visible to all passengers traversing this high traffic zone. The site spans a remarkable 103m², giving Samsung a massive canvas to communicate the 3D TV’s ability to enable consumers to “Watch anything you want in 3D”.

Ryan Cohen, Wideopen’s Sales Director comments, “Artwork crafted by creative and media agency Cheil, is designed to highlight the brilliant aspects of the 3D graphics, while the sheer size of the branded space allows Samsung to dominate the environment and drive home C7000 awareness in big brand fashion.” 

Being the first to bring the LED TV to market in 2009, Samsung demonstrates why it is one of today’s market leaders as it launches with the 3D LED TV. With the C7000, consumers are able to watch any broadcast feed in 3D, in the comfort of their homes. 

“We’re confident that the campaign will deliver high levels of exposure and the desired interest to invest in the new technology,” concludes Cohen.

Samsung’s national 3D TV campaign is buttressed by TV, print, outdoor and radio elements.

Pharmaceutical manufacturer GSK

TLC’s Brett Tucker explains “The Eno Tums campaign alerts consumers to the fact that they need not suffer, instead, they can use Eno Tums to help them ‘Lose heartburn faster than you can say bill please’”.

Our mall network was selected as washrooms in these environments are generally within close proximity to restaurants in which consumers may over-indulge and experience heartburn after their meal.

The beauty of TLC’s platforms is that they capture the attention of consumers, whilst communicating relevant information about the brand. For GSK, washroom advertising presents a unique opportunity – consumers spend high dwell times in restrooms and are also walking distance from purchasing the advertised product,” concludes Tucker.

The Servest Group has contracted Primedia Unlimited subsidiary, Mamba Media, in a bid to communicate it’s rebranding and name changes to their ground staff. Servest will make use of Mamba Media’s animated media format to relay its message of change in a format which is easy for the workforce to digest.

Mamba Media’s managing director Craig Nadelman says that to effectively communicate the name changes and the reasons for rebranding, the Servest Group contracted Mamba Media to put together three printed animated booklets.

The Servest Group divisions will rebrand to Servest Cleaning, Servest Hygiene, Servest Office Plants, Servest Landscaping, Servest Turf and Servest Security.

“The company wanted to ensure that employees were aware that it was just a name change, and that the divisions will continue to operate in the same way to deliver the quality service its clients expect,” says Nadelman. “The first issue contained 16 pages of pertinent information.”

Two more 12-page booklets are still to be produced, focussing on Servest’s values, and will be released in August and October.

“Servest wanted to ensure it used a unique, informative and simple communication tool to focus on its ground staff. Mamba Media prides itself on taking any content, and making it easy to understand.

The comic medium is fun, engaging and educational and provides staff with characters and scenarios they can relate to,” he adds.

This week Primedia Unlimited, in partnership with TNS Research Surveys and GSM Quadrant, released the results of their comprehensive research campaign, revealing fascinating consumer response insights and proof of the effectiveness of Out of Home advertising.

Ken Varejes, CEO of Primedia Unlimited believes that the research gives the out of home industry credible independent findings. “With this research we have clear proof of the efficacy of the medium in the marketplace and can now begin to create a functional currency for out of home,” he says.

In February and March this year, Primedia Unlimited flighted three test messages in and around Sandton City and Menlyn Park Shopping Centre using its washroom platform TLC, shopping centre advertising subsidiary Primall Media and large format outdoor solution Wideopen Platform. To establish a baseline of consumer knowledge prior to the research campaign, 400 people were interviewed at each centre.

For roughly three weeks, in Menlyn Park Shopping Centre Primedia Unlimited flighted the test message “David Beckham’s second names are Robert Joseph” on Primall Media’s indoor billboards with the second test message ‘Brazil is the host of the 2014 FIFA Soccer World Cup’ showcased across TLC’s washroom media.

In Sandton, for the same length of time, Primedia Unlimited flighted the test message ‘Tiger Woods’ real name is Eldrick Woods’ on Wideopen Platform’s large format outdoor billboards within close proximity to Sandton City and the surrounding areas. The World Cup test campaign once again ran in TLC’s washroom media.

The results were impressive. The Wideopen Sandton Tiger Woods campaign delivered 485 000 cognitive consumer uplifts of the message post-campaign. Primall’s Menlyn David Beckham campaign delivered 140 000 cognitive message notings, TLC Sandton’s world cup message was cognitively recalled by 510 000 shoppers and the duplicate campaign in Menlyn garnered 260 000 cognitive message uplifts.

Neil Higgs adds, “These were particularly stringent experiments as they used cognitive messages – whereas most brand advertising also works at a deeper, more emotive level.  This means that the results, good as they are, are still an underestimate of the media’s true potential.”

The results reveal that the use of Primedia’s platforms garnered a 12% improvement in consumer’s cognitive knowledge of David Beckham’s second names, a 12% increase in cognitive recall of Tiger Woods’ real name and a 12% to 16% increase in recall of the 2014 World Cup hosts. Every medium and every message showed strong improvements in knowledge and effectiveness.

Ken continues “The results show scientifically that people absorb, and are able to recall, even an arbitrary message in advertising in shopping malls and their surrounds.”

In terms of advertising cost per thousand figures in terms of actual message uplift (not just opportunities to be seen), the results equate to Wideopen Sandton delivering R451 per thousand, Primall Menlyn R528, TLC R42 on average.

“Our research partners were adamant in explaining that the achieved awareness was spontaneous recall with absolutely no prompting whatsoever,” says Ken. “The above findings provide marketers with both quantitative and qualitative data of the high impact, recall and cost effectiveness of large format hoarding, mall advertising and washroom media platforms.”

Since it introduced the revolutionary concept of washroom advertising in South Africa fourteen years ago, Primedia Unlimited subsidiary TLC has seen top FMCG brands latch on to its clever, focused and cost-effective use of unconventional washroom advertising space.

“The bottom line is that washroom advertising delivers on Ad-Rands,” says TLC’s Brett Tucker. “Based on its effectiveness, clients keep coming back for more!”

Reckitt Benckiser’s skin care range Clearasil, has renewed its cinema washroom holding with TLC for the fifth year. “The highly relevant cinema washroom environments, home to grooming teens, combined with TLC’s constantly innovated media which in turn catches consumer’s attention, are major factors behind the renewal,” adds Tucker. According to TLC its platforms offer advertisers excellent return on investment.

Clearasil’s campaign objectives were to target male and female youths aged 14 – 22 using a new media that would turn heads and create a talking point.  Reckitt Benckiser in partnership with TLC developed a first of its kind washroom ‘In case of emergency’ frame.   The ‘Emergency Frame’ is designed to replicate emergency fire alarm glass to emphasise that in a skin crisis, young adults should reach for Clearasil for fast relief.

Taking place over a three-month burst, the Clearasil campaign will feature its Emergency Frames in 37 cinemas countrywide. Four Emergency Frames will be installed per venue in prominent positions in the washroom environment, alongside decals on basin mirrors.

TLC’s innovative super-sized Mirror Decals drew the attention of Revlon Deodorant’s target audience in the right place, at the right time this season.  The targeted three-month campaign ensured Revlon Deodorant remained top of mind and captivated ladies frequenting Cinema washrooms across the country.

According to TLC’s Brett Tucker, Revlon’s creative made expert use of the Primedia Unlimited subsidiaries’ unique Mirror Decals to target LSM 8+ female consumers, between the ages of 16 and 30, in 37 cinema washrooms nationwide.

“If you’re looking to capture and hold the attention of today’s youth audience, you need to speak to them in an environment where they are open to absorbing the message,” says Tucker. “When visiting a washroom, young ladies generally make use of the mirrors after washing their hands, allowing brands on the mirrors to be emblazoned in the consumer psyche,” he adds.

The campaign’s super-sized floral Mirror Decals were strategically placed across the washroom mirrors, creating a larger-than-life impression that when the consumer walked up to the mirror, she was surrounded by flowers and embraced by the feeling of the essence of the fragrance. Alongside the pack and flowers decal is a second ‘Share your Pink Happiness Moments’ decal detailing the Revlon SMS competition mechanic, supporting in-store promotions.

Seventeen shopping malls nationwide will enjoy a far greater number of consumers purchasing CK optical eyewear, Levis and Adidas sunglasses until 31 July, as a result of an eye-catching advertising campaign brought to life by Primedia Unlimited subsidiary, Primall Media. Moscon Optics has opted for digital advertising by securing Primall’s interactive Digital Advertising Screens.

According to Primall’s Lee Curtis, Moscon Optics is geared to receive its fair share of income from international tourists and other shoppers during the 2010 FIFA Soccer World Cup.

“Moscon Optic’s national Digital Ad Screen package gives it maximum exposure inside 17 of South Africa’s highly foot-trafficked shopping malls,” he says. “As the main aim of the campaign was to ensure reach and to be noticed inside SA’s top malls, our Digital Ad Screens were the obvious choice for the campaign.”

The communication also enabled Moscon Optics to support its retailers inside these malls, prompting consumers to visit outlets to purchase the advertised brands.

New betting website Voltbet.com has partnered with Primedia Unlimited subsidiary TLC to reach its niche target market of sport-betting men over the age of 18. The partnership brings to market a national four-month campaign utilising TLC’s A4 Washroom Frames and digital Mirror Media in nightlife venues across the country.

Voltbet.com approached TLC to place its launch campaign in selected Nightlife venues in Johannesburg, Cape Town and Durban until the end of October. For Voltbet.com TLC’s washroom holding is particularly beneficial as these venues are frequented by sports fanatics and individuals who flock to the big screens to view sports matches.

Not only do the sports bar washrooms provide a unique avenue to the target market, the platform is able to reach consumers while they’re in a sporting mindset and encourage them to bet online, on the spot via their smart phones.

TLC’s Brett Tucker explains “The washroom platform offers Voltbet.com exclusivity within a clutter free environment, which is sure to benefit the launch of the site. The ability of our platform to hone into the sporting male was the crucial factor in winning the business. We’re confident that the results will be positive.”

Ask a Mother laden with shopping and accompanied by her young baby how she feels about the state of most baby change room facilities as being suitable venues for her child, and most will respond negatively. As these are essential rest stops for parents in shopping malls throughout South Africa, Blush Dispensers and media company TLC are partnering to upgrade facilities.

This new offering by TLC and Blush Dispensers was created to firstly establish a warm and welcoming environment in an otherwise bland space where Mom’s would feel comfortable to attend to their baby and secondly, to allow brands a subtle but powerful partnership. The first brands to make use of the baby change rooms are Dettol and Prevenar.

These partners have contracted to work with TLC and Blush in nationwide venues, sharing information and communication to women in a baby friendly environment – each branded a specific theme.

According to TLC, the partnership between themselves and Blush Dispensers makes a lot of sense – parents get a space they can safely attend to their babies and at the same time learn about products, brands and services to ensure the well being of their children. TLC gains a valuable client, Blush Dispensers expand their opportunities, and the shopping mall earns an influx of mothers knowing the mall owners care about their facilities.

Through this partnership, TLC has decorated approximately 60 rooms which are split into three packages of 20 nationwide venues each.

“In addition to TLC’s advertising rights in 25 upmarket shopping centres and numerous lifestyle specific venues across the country, advertiser demand has accelerated our plans to offer a second tier of communication options,” says TLC’s MD Andrew Kramer.

The ‘B Mall’ shopping centres have been identified in Gauteng as Sancardia in Pretoria; Northmead Mall in Benoni; Brightwater Commons in Randburg; Alberton City in Alberton and East Rand Mall in Boksburg. Chattsworth, Empangeni and The Workshop shopping centres are confirmed in Kwa-Zulu Natal, whilst Kenilworth, The Promenade and Blue Route are the preferred centres in the Western Cape.

“Offering a second assortment of mall options allows advertisers a broader scope to more accurately target both middle and upper income shoppers across the country,” says Andrew.

In addition to a large shopping centre portfolio, TLC has rights in 36 cinemas; 7 Cinema Nouveau’s; 35 Medicross and 25 Netcare clinics; 15 Planet Fitness and 75 Virgin Active gyms; 27 sporting clubs, 10 airports; 19 campuses and numerous bars, restaurants and nightclubs.

Stain remover brand Vanish has brought synergy to its recent advertising campaign by again signing on with Primedia Unlimited’s washroom advertising specialist, TLC. Vanish will make use of TLC’s media holding in Jet and Jetmart Stores to reach consumers while they try on and think about the appearance of clothing.

According to TLC’s Brett Tucker, this will be the first time that Vanish will target LSM 5 – 8 consumers using Mirror Decals in change rooms to effectively break through the clutter.  The campaign runs nationally until the end of August. “The bright creative with the header “Keep your clothes looking as new as they do now”, is very cleverly wrapped around the edge of the change room mirrors, – making it impossible for consumers to miss whilst they peer into the mirror to see whether the clothes they are about to buy fit,” says Tucker.

 When it comes to thinking outside the conventional advertising box it seems TLC have got it right, turning washrooms and what was once perceived as “dead-time” into a flourishing marketing opportunity. The company’s latest innovation is the impressive six panelled Mirror Media and consumers and marketers are taking notice.

Targeting Nightlife venues with high foot traffic, TLC is aware that those out and about and dressed to impress give a lot of attention to mirrors in the washroom.

The Mirror Media concept comprises a standard mirror which is strategically placed in washrooms, behind it a custom made backlit LED allows advertisers premium exposure for any brand wanting dedicated attention from its target market.

“We are offering clients a completely unique advertising opportunity through our Mirror Media platform,” commented Andrew Kramer MD of TLC. Andrew explains that the Mirror Media’s placement ensures maximum visibility and retention for the advertiser. “Each of the Mirror’s six A4 panels light up individually for a period of 5 seconds and the illuminated visuals are impossible to miss.”

While most clients tend to purchase a single slot on the grid, advertisers can run a full storyboard concept should they so desire. “Clients are guaranteed category exclusivity during their campaign time, ensuring brands remain free of any competition in that space,” remarked Andrew.

TLC’s Mirror Media has been launched in prime venues across Johannesburg, Cape Town, Durban and Pretoria and advertisers are already clamouring to get their hands on this original and exclusive space.

Looking to entice consumers into its store, restaurant chain The Cape Town Fish Market has for the first time partnered with Primall Media for a targeted Digital Ad Screen campaign in Cresta Shopping Centre. Primall’s seven 46 inch HD Digital Ad Screens in Cresta afford the restaurant interactive space at strategic touch points throughout the centre.

Currently flighting at Cresta Shopping Centre, the five-month mall drive introduces Cape Town Fish Market to the digital advertising arena and enables it to grab the attention of hungry shoppers, guiding them to the restaurant. According to Primall, Cape Town Fish Market’s advertising will be exposed to approximately 1.5 million shoppers each month. 

Primall’s Executive Head of Sales and Marketing, Lee Curtis explains, “It’s great to see individual retailers signing up – it demonstrates their endorsement of advertising in the space where shoppers dwell, with money to spend. We’re certain that the Digital Ad Screen promotion will create the desired awareness and increase sittings at Cape Town Fish Market.”

Primall currently offers the market Digital Ad Screens in 17 shopping centres throughout the country.

Being South Africa’s first direct, online life insurer to advertise in the washroom space, 1Life Direct has turned to the expertise of Primedia Unlimited washroom advertising specialist TLC for a targeted four-month campaign.

Aimed at driving home 1Life Direct’s positioning, the campaign developed by Upstream uses the analogy of the amount of toilet paper used during an average bathroom visit to the amount of paperwork generated for insurance claims to emphasise how 1Life Direct’s unique and hassle-free offering requires no paperwork.

After showcasing the typical insurance costs for a range of individuals, the 1Life Direct creative tells consumers “Dial 0860 10 47 91 or simply SMS Life to 40065 and we’ll call you back. It’s that simple.”

Making use of Standard Washroom Frames in TLC’s network of washrooms in Cinemas, ACSA’s ten International Airports, and LSM B malls, 1Life Direct aims to hone in on both LSM 6 – 10 and LSM 4 – 6 category consumers.

TLC’s Brett Tucker comments, “The concept of a paperless approach in an industry known for lots of laborious paper work is a very appealing one – especially to today’s consumer. The combination of coverage in airports, malls and cinemas will ensure 1Life Direct receive the desired exposure across a broad demographic. The campaign really does make one think more carefully about personal coverage and how affordable it is with 1Life Direct.”

Primedia Unlimited has again taken the lead in media innovation by launching Golf Unlimited. The platform offers advertisers the unique opportunity to advertise on GPS units fitted in over 1000 golf carts in 28 of South Africa’s four and five star golf courses.

Golf Unlimited falls under a newly developed division within Primedia Unlimited, known as Unlimited Ideas, which will be headed by industry stalwart Pieter Groenewald.

Renowned for its pioneering media innovation nature and with the addition of Golf Unlimited to its stable, Primedia Unlimited adds further dimension to the demographic reach of its platforms. Golf Unlimited will bring advertisers closer to affluent, high-end decision makers in the most prestigious golfing destinations the country has to offer.

Arabella, Fancourt, Blair Atholl, Pecanwood and Steenberg are amongst the 28 four and five star courses aligned with Golf Unlimited.

CEO Ken Varejes comments, “Through Golf Unlimited, advertisers have unprecedented reach to 360 000 top end golfers annually. Advertisers receive exclusive, uninterrupted exposure from the tee to green. Given that these golfers spend on average 4.5 hours per round, twice a week, advertisers are able to make an impression by delivering subtle but memorable brand messages whilst individuals enjoy their leisure time.

The opportunity for luxury brands and high end financial offerings are obvious. For FMCG, food and beverage brands the opportunity lies in being able to stay top of mind just moments before the golfers reach half way house where they will consider beverage, snack and food choices.”

Pieter Groenewald of Golf Unlimited explains that the GPS units are installed at eye-level on the golf carts and display information such as the distance to the green and any obstacles golfers may have in their path. Underneath the pertinent information, Golf Unlimited offers exclusive and uninterrupted exposure, equating to 14 minutes of shrink back branding per hole, from the tee to the green.

“We’re proud to have consolidated the advertising on the GPS units countrywide to offer advertisers uncluttered, tactical advertising to the high end consumer. The courses we represent are sought-after and have high occupancy rates all year round by the country’s most affluent business owners. We anticipate the space to be in high demand. The strategy behind the ad placements is to ensure that brands are seen in a positive, relevant and unobtrusive manner,” says Groenewald.

Other brands represented in the Primedia Unlimited stable are: Icon Media; TLC; Wideopen Platform; Primall Media; TLC Middle East, Mall Active; Primedia Lifestyle; Mamba Media; X/procure; and Primestars.

Reckitt Benckiser has contracted Primedia Unlimited’s washroom advertising specialist, TLC, to ensure a successful winter drive for Dettol Hand Wash and Dettol Hand Sanitiser until the end of July.

According to TLC’s Brett Tucker, Dettol’s winter washroom advertising campaign makes use of four different creative approaches in its Planet Fitness, Airport, LSM A Mall, and Netcare media holdings nationwide.

Two of the creative executions are for Dettol Hand Wash, whilst the other two are for Dettol Hand Sanitiser.

“Four different creative approaches enable Dettol Hand Wash to ensure the attention it deserves from male and female consumers, as they are prominently displayed inside TLC’s washroom advertising frames for a full two months,” says Tucker.

Primall Media, the mall advertising division of the Primedia Unlimited stable of media companies, has been commissioned to implement signage for the new Nespresso Boutique store in Cape Town. The campaign aims to raise awareness of the store’s launch and to drive V&A Waterfront consumers through Nespresso’s doors.

The advertising deal, inked until May 2012, makes use of the brand’s striking creative placed on two of Primall’s interior billboards adjacent to the store. Lee Curtis, Primall’s Executive Head of Sales and Marketing comments, “Through our presence in the retail advertising arena for close on a decade, we’ve learned that for effective awareness, its best to keep communication simple!

We’re confident that the uncomplicated Nespresso signage will add to the existing signage in order to create the desired presence, ensuring that Capetonian shoppers take note of the new store and are encouraged to take a step into the Boutique.”

According to Mall Active’s Travis Brown, Esprit cleverly drove consumers to the innovative activation by giving the consumer the chance to win R50 000 worth of Esprit shopping vouchers.

“Mall Active developed an interactive Crack the Code promotion where consumers were given scratch cards with hidden unique codes. They had to use the code to try and open a branded Esprit safe,” Travis explains. “If they opened the safe successfully, they could choose an envelope which contained vouchers ranging from R50 to R5000.”

Consumers who didn’t crack the code didn’t go away empty handed. “They still received a 15% discount voucher off their next purchase at the Esprit store,” adds Travis.

Mall Active strategically spread Esprit’s activation across Melrose Arch, Gateway, Cavendish Square, the V&A Waterfront and the Canal Walk shopping centres for a five-week period. There were 1000 vouchers, totalling R10 000, available for each mall.

“To ensure that we targeted the largest number of consumers, activations were run from Friday to Sunday each week,” says Travis. “An eye-catching addition to the activation stand included a custom stage, featuring the safe and additional branding elements.”

The stand’s flooring included four glass display boxes, enabling Mall Active to uniquely display Esprit clothing. There were also dressed mannequins on the stage, showcasing the range and style of clothes that Esprit sells.

“The promotion was hugely successful in all of the malls that it visited, and was especially appealing to international consumers who are familiar with the Esprit brand. The style and set up of the stage generated queues at most of the malls, with consumers waiting for their chance to win a prize,” adds Travis.

Canal Walk handed out over 1000 vouchers in two days, due to the popularity of the concept, and had already run out of vouchers by the  Saturday afternoon.

Busby House’s Natalie Schriebl says “Thank you for the outstanding activations. It was an absolute pleasure working with Mall Active! I really appreciate all the help and your willingness to go the extra mile.”

Primedia Unlimited subsidiary X/procure^® has ensured that Genop Health care has direct access to more than 1250 pharmacies nationwide, via its innovative electronic procurement system, to promote the launch of its Optive Unit Dose to pharmacists.

“This is great news for Optive’s consumers as Optive UDV Lubricant Eye Drops offer added benefits to dry eye sufferers as we enter the long winter months,” says X/procure^®’s JD Henderson.

Optive UDV Lubricant Eye Drops will garner the attention of pharmacists from June to August via X/procure^®’s Announcement Screens and HTML Messages on its electronic procurement system.

“The main objective of the campaign is to launch the Optive Unit Dose, a line extension of the Optive family,” says Henderson, “and to create awareness of the new product at pharmacy level.”

In Gauteng,  Nu Metro Interactive secured Primall’s Hanging Banners outside Sandton City’s Toys R Us and a 95m² billboard on the exterior of Menlyn Park Shopping Centre. In KZN an exterior billboard was secured for the campaign while in Cape Town a set of branded escalators at Tygervalley will increase the visibility of the Lego Harry Potter game and boost the demand for the product over the month of July.

Primall’s Lee Curtis comments, “The Harry Potter creative is strategically placed around the malls to drive consumers to leading retailers. Harry Potter is a household name in South Africa and we’re certain that the mall coverage will ensure that the new game is top of mind amongst families and children

Having jointly won the Gautrain advertising pitch last year, Mall Active, Primedia Unlimited’s mall activation specialist presented South Africans with an informative Gautrain showcase leading up to the launch of the rapid rail system.

According to Mall Active’s Travis Brown, the Gautrain activation, targeted at motorists commuting between Sandton and OR Tambo International Airport, took place at the OR Tambo domestic terminal, at Durban’s Travel Indaba, Sandton City, Festival Mall, the Rosebank Mall and finally at the  Morningside Shopping Centre.

“The activations were expertly timed and led up to the actual launch of the Gautrain on 8 June,” says Brown.

Whilst the Gautrain offers an alternative to the consumer via its rapid rail link to the airport from Sandton, the activation sought to bring the Gautrain to the shopping mall consumer. This was done in such a way that the target market could ask questions about the service, find out about the Gautrain’s routes, parking and other facts directly from well trained promoters.

“We developed an activation stand that resembled the Gautrain. Designed as the actual shape of the train, Mall Active even incorporated the same metallic paint that is used on the real train. This provided a great deal of authenticity,” says Brown.

“Not only did we have well trained promoters to man the stand and answer any questions that the consumer might have, we also developed two touch screens which featured all of the relevant information pertaining to the Gautrain. Consumers could access information at their leisure when visiting the stand,” he adds.

Along with the touch screens, a 42-inch plasma screen was incorporated. It featured an AV presentation, with footage of the development of the Gautrain and other general information.

“Consumers could watch the footage while sitting in replica Gautrain seats which provided an even greater authentic look and feel,” says Brown. “It was so successful that our client extended the activation to include a Father’s Day promotion at Morningside Shopping Centre.”

The cherry on top was a visit to the stand from South Africa’s President, Jacob Zuma, at the Durban Travel Indaba.

adidas, an official FIFA partner, has ensured that its brand owns the Cape Town FIFA Fan Walk by contracting a 480² Mega Sign from Primedia Unlimited’s outdoor advertising specialist, Wideopen Platform for two months from 10 June.

According to Wideopen’s Ryan Cohen, the impressive Mega Sign takes ownership of the entire area at the start of the Cape Town Fan Walk.

Soccer World Cup fans, spectators and the general public simply cannot miss adidas in this prime outdoor position. Since the client’s objective was to have a major presence within South Africa’s three major metro areas, this larger-than-life creative takes care of the exposure goal in Cape Town.

“This larger-than-life creative plays a major role in taking care of the exposure goal in Cape Town,” says Cohen.

Other elements of adidas’ out of home campaign include mall and mobile media.

Primedia Unlimited’s Shopping Centre Marketing Consultancy, Primedia Lifestyle, has won two Silver awards at the prestigious European Solal Marketing Awards held in Lisbon last week. The International Council for Shopping Centres’ Solal Awards recognizes the  best practice and outstanding, effective shopping centre marketing against European standards. In total seven Gold awards and 22 silver awards issued to the entrants.

Since Primedia Lifestyle’s inception in 1996, it has, through its innovative marketing campaigns, received numerous industry accolades which have solidified its position as the leader in shopping centre marketing. Lifestyle currently employs 107 marketers controlling annual marketing budgets to the tune of R100 million garnered from 53 malls across the country.

Claiming Solal Silvers were Lifestyle’s campaigns for KZN Umlazi Mega City and Cape Town’s Cavendish Square.

Cavendish Marketing Manager Madrie Verwey explains, “Our mandate for the Cavendish Square Celebrity campaign was to increase foot count for the fourth quarter and in turn, assist Cavendish Square retailers in boosting turnover over the same period. Local and international celebrity appearances from John Smit, Keri Hilson and the Parlotones, drew shoppers into the centres and subsequently delivered retailer turnover beyond targets.

Umlazi Mega City Marketing Manager at the time Sli Dumakude comments “Lifestyle’s Sipethe Osaziwayo campaign for the Umlazi Shopping Centre substantially increased shopper foot count during the campaign weekend, and generated an increase in turnover versus the same period in 2008. The campaign centred on encouraging consumers to select Mega City as their chosen shopping destination and stand a chance of winning a family dinner served by their favourite celebrity, all expenses paid at a restaurant of their choice.” According to Lifestyle the fact that celebrities actually served customers was key to the crowds descending on the centre over the campaign weekend.

Primedia Lifestyle’s impressive strategy and campaign awards cabinet holds international accolades including four Maxi Awards from the ICSC in America,16 Maxi nominations and nine ICSC European Solal nominations. Its local recognition in marketing excellence includes 99 SACSC Footprint Awards including three Grand Prix’s since 2003. For the first time, Lifestyle will now add two European Silver Solal Awards to its arsenal.

Lifestyle’s National Marketing Executive Doug Mayne comments, “We’re honoured that two of our nine nominations have taken home silver. For the team it’s further confirmation that our marketing solutions are not only delivering results in South Africa, but measure up to the award-winning calibre demanded from a European perspective. It’s a huge inspiration for us, we’re ecstatic.

We were humbled to receive not only a welcome to South Africa into the European awards but congratulations during the opening address for our nominations, which was again echoed during proceedings. It really was an honour.”

Campaigns entered into the Solal Awards are assessed against quantifiable objectives including building brand awareness, increased turnover, added value for shoppers, increased foot count, sponsorships, database recruitments and PR generated for each campaign.

Consumers of Aldo’s fine shoes were expertly targeted by Primedia Unlimited’s shopping mall activation expert, Mall Active. During a national, three-week activation at South Africa’s top end shopping malls consumers were treated to a free shoe shine and discount voucher.

According to Mall Active’s Travis Brown, the campaign took place at Cavendish Square in Cape Town, at the Gateway Shopping Centre in Durban and at Sandton City in Johannesburg.

Aldo intended to create interest in its boutique shoe stores and increase footfall into its stores to boost sales. The company’s specialised shoe cleaning products, and its new range of shoes and bags were on display in glass cases at each activation stand.

“Mall Active developed a luxurious shoe-shining stand, featuring two single-seater lounge seats where the consumer could sit and enjoy a shoe shine,” says Travis.

After their shoe shine, consumers received a discount voucher off of their next purchase at the closest Aldo store.

“Each activation stand was expertly manned by Aldo employees, who could answer any questions consumers had regarding the cleaning products and the new range of shoes and accessories, ensuring that the brand had a presence in other areas of the malls besides their store,” says Travis.

Diesel, the apparel brand known for its unique clothing for the style-making individual, has for the first time inked an advertising deal with mall communication specialists Primall Media. Its directive is to introduce the Diesel 2010 BE STUPID campaign and create brand awareness around the Diesel brand in close proximity to store locations.

The national BE STUPID campaign spans the five malls housing Diesel retailers, namely Gateway, Menlyn Park, Nelson Mandela Square, Sandton City and the V&A Waterfront.

Lee Curtis, Primall’s Executive Head of Sales and Marketing says, “This year Diesel wish to appeal to fashionistas and create awareness around the brand in the purchase decision environment.”

Werner Pieters of Diesel adds, “The Diesel line and accessories range is perfect for independent people who follow their own unique path in life and express their individuality by the way they dress. Bringing the BE STUPID campaign into the mall environment enables the brand to be exposed to consumers in strategic locations close to retailers.”

Dominating the malls until the end of January 2011, Diesel will be showcased on Primall’s Exterior Escalators, Exterior Billboards, Hanging Banners and Digital Touch Screens for a targeted approach to owning the last retail mile.

“Diesel is known as being a risky and edgy brand – this is seen in the unique design of its ranges as well as its tongue and cheek advertising campaigns. Diesel always pushes the boundaries and the BE STUPID campaign is definitely no exception… Be ready to be bowled over by the STUPIDTY in a mall near you in 2010,” concludes Pieters.

Superga, the Italian shoe for everyday people, is driving feet into its stores inside shopping malls across the country, thanks to the innovative media platforms of Primall Media and Wideopen Platform. Superga has chosen the Primedia Unlimited subsidiaries as its partners in advertising the new range of supporters’ shoes for the 2010 Soccer World Cup™.

Running for the duration of the World Cup, the campaign is geared to be noticed by its young, trendy male and female target audience and drive them into stockists.

Primall Media’s Lee Curtis explains that Superga’s new range has been designed to include a country’s flag and colours. “Soccer World Cup supporters will get a real kick out of not only being able to wear a T-shirt that represents their country, but the shoes as well,” says Curtis.

The larger-than-life Superga creative draws instant consumer attention on Primall Media’s Interior Billboards, Escalators, Hanging Banners and glass lift branding inside Cavendish Square, East Rand Mall, Gateway, Maponya Mall, Sandton City and The Bridge shopping centres.

From the outdoor perspective, Superga has secured Wideopen’s prominent site on the M1 highway just south of Grayston Road to communicate the new colours to its popular basic style. Wideopen’s Ryan Cohen comments “This particular execution is situated at a highly impactful location. The Superga die-cut shoes are really eye-catching and the brand’s presence effectively creates awareness of the Superga World Cup Range.”

According to Wideopen and Primall, the large format outdoor platform is the first touch point to pique consumer attention, with the message then being reinforced by the Primall’s network within the malls – creating double brand impact leading up to the point of purchase. “We’re confident that the combined approach will strengthen Superga’s standing during this important time in South Africa,” concludes Cohen.

Primedia Unlimited’s washroom advertising company TLC has secured the business of SLAM, the Official Licensed Bafana Bafana Merchandise Company. SLAM has committed to a two-month contract to create awareness around its ‘United 4 Bafana’ campaign and punt its official licensed merchandise to South Africans and Bafana fans.

The United 4 Bafana campaign aims to unite the nation in support of Bafana Bafana as well as to give back to commendable and credible charities.

The campaign represents the Official Bafana Bafana Social Project, the only CSI initiative that the South African Football Team will be embarking on for the World Cup. The campaign brings to market a unique wristband which represents a unifying symbol for all South Africans. Upon purchasing the wristband, consumers will pledge their support to the country and the National Football Team.

Conceptualised by Ilan Lazarus and Jamie Matthews of Cape Town’s Page Three Media,  the washroom campaign spans a mix of TLC’s platforms including standard Washroom Frames, life size Mirror Decals in 35 Super Regional malls and 37 Ster Kinekor and Nu Metro Cinemas nationally.

The creative showcases the United 4 Bafana wristband and a sms competition where consumers can stand a chance of winning 1 of 800 Replica Jerseys each week throughout the World Cup.

The life-size Mirror Decals exhibit the Bafana Bafana clothing range, cleverly positioned to enable consumers to pose in the mirror and appear to be wearing the kit.  The decal copy then encourages consumers to upload a photo of themselves onto Facebook to stand a chance of winning a replica Bafana Jersey.

“The alliance between TLC and SLAM is strategic as our media engages consumers within just metres from the point of purchase, at a time when South Africans and tourists are totally fired up about soccer. During this period, conservatively the foot counts through the malls and cinemas are estimated in the region of 30 million, with actual contacts in the washrooms being eight million. For advertisers it’s a dream come true.”

Jenna Clifford, in a bid to promote products within its signature collection, has signed on with Primedia Unlimited’s shopping mall advertising specialist, Primall Media. The brand-building campaign is set to capture the imagination of South Africans and foreigners during the 2010 FIFA Soccer World Cup™.

Running until the end of July, the Primall campaign targets both male and female consumers aged 21 and above. It cleverly creates awareness by utilising one of Primall’s innovative media platforms – escalator advertising.

Primall’s Lee Curtis says that the aim is to communicate the unique essence of Jenna Clifford. “The regional campaign, with a great deal of prominence in Primall Media’s exclusive media holding within Nelson Mandela Square at Sandton City, will reach consumers in an environment where Jenna Clifford stores are located, making them even more aware of the brand,” says Curtis.

“The campaign features top South African models Joelle Kayembe and Tansy Coetzee adorned with signature creations from one of the company’s four innovative brands, Jenna Clifford Fine Jewellery. It speaks of women, passion, truth and beauty – the very essence of the Jenna Clifford soul brand,” he adds.

The Jenna Clifford Fine Jewellery brand trades only in fine cut diamonds and precious coloured gemstones to create customised treasured heirlooms. The creative depicts tasteful photographs of the models, wrapped in exquisite oversized Jenna Clifford Fine Jewellery creations.

Other elements of the multi-media campaign include online, billboards and print.

Marketed by Primedia Unlimited subsidiary Primedia Lifestyle, the Gateway Shopping Centre was announced the country’s Coolest Shopping Centre at the sixth Sunday Times Generation Next Survey Awards held on the 27^th May.

The Generation Next survey, conducted by HDI Youth Marketeers, this year polled over 5300 urban South Africans aged 8 – 22 in the country’s six major provinces to determine which of our brands most positively affect the youth.

Recently nominated for nine Solal Awards, the European guild for excellence in shopping centre marketing, Primedia Lifestyle currently handles the marketing portfolios of 58 leading malls across the country, with Gateway Shopping Centre being one of them. Doug Mayne, Lifestyle’s National Marketing Executive says “We’re delighted by our client’s award and are proud to be associated with the Old Mutual Investment Group – Property Investment and the coolest mall in the country.”

In the two months leading up to the Generation Next Awards, Lifestyle’s marketing campaigns generated in excess of R7.9m in publicity for Gateway, with initiatives including the Idols auditions, the FIFA ticket office opening, the Hyundai Goodwill Ball signing, the How to Train your Dragon release and the Loxion Motorshow to name a few.

Primedia Lifestyle’s Managing Director, Paul Carsley comments “Our marketing strategies for Gateway have always been original and relevant to the consumers, yielding solid ROI for the mall. The positive perception created by great marketing clearly not only impacts on adults, but on the youth as well. Going forward we will continue delivering activities that are fun for young and old, interactive, impressive and world-class. We’re delighted that the youth think Gateway is the coolest mall to be in and that the activations and image of the mall have their thumbs up.”

Primedia Lifestyle offers its shopping centre clients the preparation of the annual marketing strategy, event and production services, conceptualisation and implementation phases of conferences, launches, celebrations, road shows and major event spectaculars – all with the aim of enhancing the consumer’s shopping experience, driving sales and encourage repeat visits to the malls.

Top CD has partnered with Primall Media for the first time to communicate its special offers on CD’s, DVD’s and books to shoppers entering and exiting Menlyn Park and Cresta shopping centres.

The advertiser will be making use of Primall’s innovative Exit and Entry Boom Package at Menlyn Park until the end of August and at Cresta until the end of September. Top CD’s branded booms surprise consumers with playful creative stating “If you love books, we’re next to Clicks” and “You’re leaving Top CD Territory”, creating awareness of Top CD’s in- mall outlets, in a space where no other brands compete for share of mind.

According to Lee Curtis, Executive Head of Sales and Marketing for Primall Media, the Top CD boom campaign is perfectly located to direct consumers to the store and its latest deals.

“The booms are a tactical avenue enabling brands to be exposed to economically active consumer’s just minutes before entering retail spaces. It’s just one of our platforms which assist brands in owning the last mile,” says Curtis.

Appearing in the washroom environment for the first time, finger licking good chicken restaurant KFC franchises at Rivonia, Banbury Cross and Grayston has signed a two month advertising deal with TLC, Primedia Unlimited’s washroom advertising specialist.

Dominating TLC’s Cinema and Nightlife holding in selected regions in and around three franchises, KFC will be making use of TLC’s Mirror Decals, back lit Mirror Media and standard Washroom Frames to alert consumers to their extending trading hours up until 2am, and aimed at catching late night traffic. Furthermore, they are looking at promoting the morning after meal.

TLC’s Brett Tucker comments, “With the messages ‘Before the Party open till 2am’ and ‘After the Party breakfast 6:30 – 10:30am’ the creative draws the eye of cinema goers who often catch late or early movies and need to fill their stomachs at a time when competing restaurants are closed. They key to the space is the fact that KFC are able to specifically target specific consumers at a relevant time.

The washroom environments are visited by thousands of consumers on a monthly basis and we’re confident that the partnership will be a success based on the combination of the consumer’s lifestyle, the KFC offering and the proximity of the KFC outlets to TLC touch points.”

South Africa’s favourite chocolate bar, Lunch Bar, has caught football fever and from June the brand will share in the nation’s excitement and optimism by literally wearing its colours on its sleeve and changing its name to LADUMA!

To showcase its new limited edition ‘Laduma’ bar, Cadbury Lunch Bar has partnered with Primedia Unlimited’s large format outdoor advertising subsidiary Wideopen Platform. To create the desired big brand presence amongst its target market during soccer-mad season, Lunch Bar has secured two prominent sites in the Johannesburg CBD.

Ryan Cohen, Sales Director at Wideopen Platform explains, “Our strategically located sites in Braamfontein and Anderson Street in the Joburg CBD, ensure that the striking Laduma creative alerts chocolate and soccer lovers to the promotional packs availability at nearby retailers.”

Brought to life by Ogilvy and NotaBene, the Laduma Lunch Bar campaign will flight on Wideopen’s two building wraps from the middle of May until the end of August.

According to Wideopen, its Jorissen Street site is highly visible to traffic and dominates three lane one-way roads immediately below WITS University. The site is exposed to approximately 32,584 cars per day, plus student pedestrian traffic. The partnering site on Anderson Street is situated on a busy taxi route along the M1 highway and delivers exposure to approximately 120 000 vehicles per day.

“The Lunch Bar brand takes full ownership of the larger-than-life space in the heart of Jozi, giving the campaign massive exposure where no other product communication competes for attention,” concludes Cohen.

Cadbury Chocolate Marketing Director Greg Banach says “Lunch Bar has never been a brand to sit on the sidelines, and it has never done anything in half measures. It has always given ‘Much, Much More’ but we want to demonstrate to South Africa that we’re serious about supporting our team, and committed to being a part of the incredible excitement in South Africa at this time.”

To raise awareness around the launch of its new Laduma Lunch Bar, Cadbury has partnered with Primedia Unlimited’s cartoon advertising specialist Mamba Media.

Hitting the pages of the Daily Sun in the soccer mad seasons of May and June, the Lunch Bar rebranding is being communicated via a series of four comic strip ads utilising Mamba’s popular Soccer Warrior character

“Lunch Bar has never been a brand to sit on the sidelines, and it has never done anything in half measures. It has always given ‘Much, Much More’. Changing a brand name is serious, it’s a real commitment. But we want to demonstrate to South Africa that we’re serious about supporting our team, and committed to being a part of the incredible excitement in South Africa at this time,” says Cadbury Chocolate Marketing Director Greg Banach.

Antoinette Abrahams, Senior Account Manager at Mamba says, “We’re really excited about being involved in bringing the Laduma message to the masses for Cadbury. The weekly exposure through the sought after comic will ensure that the Laduma Lunch Bar is brought to the attention of readers and remains top of mind on a continued basis.”

The Laduma Lunch Bar campaign is being supported nationally on SABC Channels, Outdoor Billboards, Print PR and in-store.

Aveng, the company which expertly delivered our international-class World Cup stadia, has signed an advertising deal with Primedia Unlimited subsidiary Wideopen Platform to showcase itself as a leader in infrastructure development and instil pride among South Africans.

Being proudly South African and having completed the country’s stadia and other iconic projects across the globe, Aveng has turned to Wideopen to showcase the company, its capabilities and strengths via Wideopen’s large format outdoor offering over the world cup period.

Wideopen’s Sales Director Ryan Cohen comments, “We’re proud to be associated with Aveng and assist in raising awareness of its achievements for South Africa. Not only are they a SA based company, but their expertise facilitated the grounds for the immanent World Cup, delivering first-class stadia in time for kick off. The chosen site will undoubtedly create an impact and give the Aveng brand the desired exposure.”

Aveng will be taking ownership of Wideopen’s 448m² site situated on South Road, Morningside until 31 August. The site, with expected traffic of around 75 000 cars per day, has been selected as Aveng’s main Gauteng outdoor focus through which to communicate its leading infrastructure positioning to investors, clients and staff – both current and prospective.

Kim Heller of Aveng explains, “This Wideopen site perfectly complements our other advertising. The campaign highlights our ability to deliver iconic buildings which compete with the best worldwide and impact positively on the socio-economic wellbeing of the 26 countries in which we operate.”

Shaking their soccer tail feathers in a big way, the team at Primedia Unlimited in Sandton have splashed out and branded their building with a massive 130m² South African flag, showing their support and excitement for the world’s biggest sporting event about to erupt.

Primedia Unlimited CEO Ken Varejes says “The soccer fever in the air is palpable. We all feel like it’s the week before Christmas! We tasked our outdoor subsidiary Wideopen Platform to apply the 130m² self-adhesive vinyl flag and banners to the surface of our building. It’s the mouth piece which enables us to literally shout our support and excitement from the roof tops. Its history in the making and we’re behind Bafana Bafana and proud to be South African.”

Alongside the mammoth application, Primedia Unlimited framed the flag with the inspiring strap line ‘Simply the Best, RSA!’

Primall Media, Primedia Unlimited’s shopping mall advertising specialist recently changed the creative for its long-standing client, Clinique.

According to Primall Media’s Lee Curtis, when Clinique initially contracted with Primall Media it secured national long-term strategic sites, within the shopping mall environment.

“One of the unique benefits of this type of contract is that Clinique is able to change its creative as and when it launches a new product, or if it wants to change the focus of a particular marketing or advertising campaign,” he explains.

“As Clinique’s sites are strategically located close to the point of purchase of its products, usually outside a Stuttafords or Edgars store, it is able to achieve high impact in busy consumer traffic areas throughout a particular mall,” he adds.

The new creative at Sandton City, Eastgate, Cavendish Square, Menlyn Park, Tygervalley and Brooklyn targets women of all ethnicities in the upper LSM profile group, in line with its price positioning, to promote Clinique’s Even Better Clinical Dark Spot Corrector, with CL-302, which dramatically helps reverse the appearance of dark spots, age spots, skin stresses and darkening from acne scars in four weeks.

“Clinique’s heavy dwell time media platforms include Primall Media’s Escalators, Interior Billboards, Lift Banners and Hanging Banners. All of these inventory types ensure direct engagement with targeted consumers in an environment where the product is readily available for purchase,” Curtis concludes.

Shopping mall advertising specialist Primall Media was recently tasked with the objective of alerting Maponya Mall and Gateway shoppers to the JSE’s Money Market Expo taking place in each centre for a full week.

JSE’s ‘What’s up with the markets? Learn to earn’ expo campaign, placed by Media Alive, capitalises on Primall’s reach to financially savvy individuals spending large amounts of dwell time in the mall environments. During the two-month campaign, Primall’s Escalators and Interior Billboard platforms at Maponya and Gateway exposed the JSE expo message to millions of shoppers who collectively traverse the centres each month.

Lee Curtis, Primall’s Executive Head of Sales and Marketing says “Whilst consumers stroll around at leisure, they are highly receptive to advertising messages. This provides marketers with an opportune time for their brands to reach the masses, hence the campaign was a great way for JSE to alert consumers of the upcoming expos.”

International and Sharks rugby star Tendai “The Beast” Mtawarira, the face of BIC South Africa, draws male consumers’ attention inside 18 Planet Fitness gym and Cinema washrooms across the country, in a three-month contract with TLC, Primedia Unlimited’s washroom advertising specialist.

According to TLC’s Brett Tucker, BIC has different creative for male and female consumers across both holdings, strategically located in standard washroom frames, to ensure that it generates awareness around its various razor brands.

“Whilst male consumers are urged to ‘Unleash your beast’, the female target audience is swayed by the payoff line, ‘Twice as smooth, twice as sexy’,” says Tucker.

The campaign had a strong focus on sporty target audiences, aged between 16-45. “This is why TLC’s gym holding provided the optimum media platform. It is able to reach men and women individually, bringing BIC closer to its aim of converting this target group to the BIC brand,” adds Tucker.

For the second year running, upmarket Jewellery brand Déonne le Roux has renewed its Menlyn Shopping Centre advertising partnership with Unlimited subsidiary, Primall Media. Tasked to showcase the jeweller’s exquisite pieces, keep the brand top of mind and entice consumers to visit the store, Primall puts Déonne le Roux’s name in lights until May 2011.

Utilising four of Primall Media’s Interior Billboards, the beautiful Deonne Le Roux creative instantly catches the eye with its sparkling pieces set against a luxurious blue background. Lee Curtis, Executive Head of Sales and Marketing at Primall, comments, “The primary focus for The Déonne Le Roux Jewellers campaign is to make a visual impact on consumers traversing through the centre court, entice them to visit the store, and hopefully to take a timeless piece home.

Targeting upper LSM men and women, the elegant creative combined with the fact that the fine jewellery and watches can be purchased just metres away from the advertising prompt, is a winning combination, confirmed by Déonne Le Roux’s renewal for the second year running.”

Long standing Primall Media client, The Platinum Group, has renewed its contract with the Primedia Unlimited mall advertising specialist for another year to generate awareness around its various lifestyle brands.

According to Primall Media’s Lee Curtis, The Platinum Group is a Cape-based retailer that’s home to leading designer labels namely Jenni Button, Hilton Weiner, Urban°, Aca Joe and Vertigo.

“Whilst Platinum started off in 1989 with one Vertigo store in Rondebosch, it has moved rapidly into the forefront of design and style in South Africa. The Group has 57 stores in prime locations in all the premier shopping centres across the country,” he says.

Running until January 2011, The Platinum Group has signed six of Primall Media’s interior billboards at the Menlyn shopping centre, and six exterior billboards at Cavendish square.

“Primall Media’s six billboards at each shopping mall will target male and female consumers to promote the Platinum Group’s brands. The only exception is Jenni Button, which targets upper LSM female consumers only,” says Curtis.

Each brand, advertised on its own billboard, captivates its own target audience. Whilst Aca Joe is for consumers with an active lifestyle, Urban° appeals to the city dweller. Vertigo captures the essence of the young at heart, Hilton Weiner leans towards the global traveller and Jenni Button takes a woman from bedroom to boardroom.

“The Platinum Group’s success with Primall’s captivating media platforms is evident in its continual renewal over the past four years. With its stores firmly entrenched in the mall environment, consumers spurred by the advertising campaign need only walk through the door,” Curtis concludes.

Primedia Unlimited’s shopping centre advertising subsidiary, Primall Media, made use of its strategic platforms namely branded Escalators, Lift Doors and Hanging Banners in four malls around the country to launch MWEB’s pioneering Uncapped ADSL offering.

As the leading Internet service provider in South Africa, MWEB revolutionised the Internet industry earlier this year by becoming the first ISP to offer affordable uncapped ADSL from as little as R219 per month.  Uncapped ADSL allows Internet users unlimited downloads, uploads without restrictions on how much bandwidth you can use in a month. To build awareness around the launch of Uncapped ADSL, MWEB branded Primall’s escalators and lift doors at Cresta, Menlyn, Cape Gate and The Pavilion shopping centre.

Over and above the branding of escalators and lift doors, Vizeum secured Primall’s large format double-sided hanging banners to take ownership of the lifestyle hubs. MWEB campaign had the opportunity to be exposed to 6.4 million shoppers each month, alerting them to the positive message of affordable Internet access.

Primall’s Lee Curtis comments, “The idea behind the campaign was to promote MWEB in an environment thriving with economically active consumers. Due to our platforms being high-impact, we are able to create a consistent message and reinforce brand awareness at strategic retail touch points”.

The launch of Uncapped ADSL was supported by TV, radio, street poles ads and airport lift branding.

Indigo Trading has for the first time chosen to support Primedia Unlimited subsidiary TLC by signing a one-month advertising partnership to promote Viriya, its herbal preparation designed to restore all the zest, virility and energy to the male libido. Utilising TLC’s standard Washroom Frames and digital Mirror Media, Viriya will be reaping the rewards of mall advertising exclusivity in male dominated spaces.

Showcasing in 35 malls and Cinema Nouveau washrooms nationwide, the Viriya campaign will specifically target men aged 40+ who need an energy boost and libido lift. Viriya is used to achieve an ongoing balance which promotes energy, purifies the kidneys, liver and blood, naturally and gently promoting general well being.

TLC’s Brett Tucker comments, “For Viriya TLC offered the opportunity for very little wastage due to our media being able to target a male only audience. After researching the target market, malls and Cinema Nouveau environments showed the highest correlation with potential Viriya users.”

Viriya opted for separate creatives for each media – the back lit Mirror Media ad showcases an old, conservative farm couple with a cheeky smile drawn on the farmer’s face, alongside the payoff line ‘Bring back that loving feeling, be firm, ask for Viriya’. For the ‘Become the hero of the bedroom again’ washroom creative, hand written copy kicks off in lower case then morphs to bold uppercase after the pill has been taken to demonstrate Viriya’s impact on vitality.

“TLC’s washroom advertising frames are the ideal medium to connect with consumers on sensitive issues. Combined with humorous creative, we’re sure the message will be noted and remembered by men in need,” concludes Tucker

Transforming campus washrooms and style bars across the country, Nu Metro Interactive has partnered with washroom advertising specialist TLC and through-the-line agency Phatcat to alert male students and console gamers to the launch of PC PS3 and Xbox 360 game, Just Cause 2. Securing space in 80 Style Bars and three university campuses, the Just Cause 2 campaign goes live for one month.

According to TLC, the campaign mechanics formulated and implemented by Phatcat, were designed to encourage consumers to SMS an entry keyword to stand a chance of winning one of 10 return tickets on 1Time Airlines. On campus, Nu Metro Interactive has opted for TLC’s impactful Door Wrap branding to make a statement and draw students’ attention to the availability of the sequel and freebies up for grabs.

In TLC’s network of Style Bars, Nu Metro Interactive will be introducing Just Cause 2 with creative designed by Phatcat, digitally executed on TLC’s electronic mirror media – a stylish six panel back-lit mirror which illuminates the artwork for five second intervals. TLC’s Style Bar holding consists of venues strategically selected for their exposure to the higher LSM market.

TLC’s Brett Tucker comments, “The beauty of washroom advertising is that brands are able to target a specific gender, eliminating wastage and ultimately yielding a more cost effective, targeted solution. Thanks to the dominated approach of our business, exposure is absolute. Nu Metro advertises new gaming releases with us on an ongoing basis, the formula just works.”

Primedia Unlimited washroom advertising subsidiary TLC has unveiled its new, refreshed ‘targeted lifestyle communication’ corporate identity, aimed at reenergising the brand into 2010 and beyond.

Partnering with creative agency five0six, TLC’s new corporate identity is simple, crisp and has be translated uniformly across all TLC’s marketing and communication elements.

TLC’s Brett Tucker explains, “The business has grown exponentially and has reached a level where we are considered a valued media solution to many businesses. Our new image is fresh and portrays something of a more grown up and matured media business than we were over ten years ago. We believe the redesign will add to making the market consider the targeted washroom space more seriously. We have evolved and reflect that in our physical image.”

five0six Creative Director Evan Sotiropoulos comments, “TLC’s brief was to evolve and update the identity to make it fresher, simpler and less intricate. The new identity will ensure that TLC’s targeted lifestyle communications positioning will have a consistent graphic language across all marketing and advertising collateral, be it email, adverts or proposals.”

Maximising the element of surprise, TLC brings brands closer to their consumers through communications that captivate and entertain.

Cosmetic super-brand Clinique signed Primedia Unlimited subsidiary Wideopen for the use of one of its larger than life outdoor advertising platforms. To ensure the successful launch of the Clinique Even Better Clinical Dark Spot Corrector, the partnership activates an outdoor campaign aimed at women suffering from hyper-pigmentation, age spots and traces of past acne.

Running until the end of August 2010, Clinique’s Even Better Dark Spot Corrector campaign has been strategically positioned on a prominent Wideopen site in metropolitan Johannesburg to target its specified market and reinforce the international ad campaign currently flighting across a multitude of platforms all over the globe.

Located in the high traffic area of Melrose Arch, Clinique has secured a building wrap along the M1 highway to feature the international campaign and draw attention from all travellers along the highway between Corlett Drive and Athol-Oaklands.

Wideopen’s Ryan Cohen comments, “The building wrap is a unique and impactful media vehicle prominently located in a high traffic zone navigated by a mixed demographic of economically active consumers. The Clinique Even Better campaign is an international drive and client will be engaging multiple media options during this period to ensure maximum effectiveness of the campaign. The South African execution is identical to its counterpart campaigns in all locations where Clinique operates worldwide.”

Clinique report that hyper-pigmentation is a condition which affects all ethnicities. The launch of Clinique’s new Even Better Clinical Dark Spot Corrector is aimed at reducing the appearance of dark spots, age spots and traces of past acne. The unique selling point is that when using Even Better Clinical Dark Spot Corrector, results are equal to a leading prescription ingredient.

“This is the first time that Wideopen Platform is partnering with Clinique and we look forward to fostering a dynamic relationship going forward,” concludes Cohen.

Wideopen’s success stems from a network of well positioned sites in prime traffic zones which are poised to raise awareness and make an impact. Clinique is a global brand and maintains its substantial competitive outdoor advantage through the use of our high-impact platforms

TLC, Primedia Unlimited’s washroom advertising subsidiary, has partnered with Road Trip, a new and innovative transport company, to ensure that Nightlife consumers can enjoy a few drinks without having to drive home while under the influence.

Road Trip promotes the good times, whilst stopping the bad, by reducing drunken driving. The company’s service entails chauffeuring consumers in their own vehicle to the safety of their home. “We are proud to be a part of spreading a responsible don’t drink and drive message to nightlife venue consumers who may have been drinking,” says TLC’s Brett Tucker.

This exciting campaign runs across TLC’s 350 style bars, sports bars and standard restaurant nightlife environments nationally. “The campaign sees our Mirror Media and Standard Washroom Frames capturing consumer attention, in an environment where alcohol is being consumed, in a way that could save their or someone else’s life,” adds Tucker.

The Road Trip adverts explain that one should stop drinking and driving and make the responsible choice to sign up to the Road Trip service. “Memberships have increased drastically through this medium of advertising, whilst the trade exchange is proving to be worthwhile for both parties and we will continue indefinitely,” concludes Tucker.

Having kicked off two and a half years ago, Mamba Media’s Daily Sun cartoon Soccer Warrior, has captivated readers with its energetic animations and the ups and downs of the characters’ lives. Local cellular provider Cell C is Mamba’s latest client to join the world of cartoon format advertising.

To promote its recently launched Nike “Be the Best Footballer You Can Be” Starter Pack aimed at soccer enthusiasts, Cell C has been interwoven into eight consecutive weeks of the full page Soccer Warrior story. The campaign communicates the Starter Pack’s bumper range of free benefits such as Nike football training tips, a limited edition Nike football, an elite training DVD, discounted call rates, 500 Mxit Moola, live match updates, a Nike football access card for exclusive Nike football events, R5 airtime as well as free weekly fitness tips via sms.

 “In partnership with media agency Carat, Mamba Media affords Cell C the ability to launch the value for money Nike Starter Pack to soccer fanatics and educate readers on how the pack works. Our cartoon feature creates the springboard for Nike brand awareness in an educational yet entertaining read. We’re delighted to have Cell C on our client base.”

The Cell C Nike story centres on a young teenager’s dream to play for the greatest team in South Africa. After failing at team trials, the youngster is introduced to the starter pack which slowly assists him in improving his game and ultimately to qualify in the following trials.

The Nike’s South African Cell C Starter Pack campaign ties into the global launch of its new range of trainers, which contain a chip programmed to report exclusive training content like ball control, accuracy and speed to make players the best that they can be.

United International Pictures (UIP) has again selected Primedia Unlimited’s mall advertising specialist, Primall Media, to effectively target its consumers and generate awareness around the launch of its movies to be screened in both Ster Kinekor and Nu Metro theatres.

The month-long campaign predominantly targets children, their parents, and other movie-goers in April, to create awareness around the screening of How To Train Your Dragon and Nanny McPhee and the Big Bang.

“The national campaign, featuring a variety of Primall’s media platforms namely Glass Entrances, Hanging Banners and Digital Ad Screens, throughout Gateway, Cavendish Square, Tygervalley, Canal Walk, Eastgate, Nelson Mandela Square, and Sandton City shopping centres, will secure a massive impact for UIP,” says Primall Media’s Lee Curtis.

“The shopping mall environment is especially suited to generating awareness and creating a demand for movies, as the theatres are located inside the malls. Consumers are able to easily make their way to Ster Kinekor or Nu Metro to buy tickets,” he adds.

Primedia Unlimited subsidiary TLC has achieved yet another first in South Africa when it comes to innovative washroom advertising platforms – the Basin Decal.

Signed by Nampak to market its Lifestyle stretch fit sanitary pad brand in March and April, TLC’s Basin Decal is expertly designed to fit neatly over the basin’s drainage hole.

 “The creative resembles the actual product, whilst drawing attention to its unique selling points – its stretch fit and super absorbent core – at the same time,” says TLC’s Brett Tucker.

Targeting female consumers that fall within the LSM 5 – 10 income bracket and aged between 15 and 40, the campaign is currently running in 37 cinema washrooms nationwide. Several decals per washroom have been installed.

“Nampak wanted something new to create and ensure a real ‘wow’ factor. All assuming that consumers actually wash their hands after visiting the cubicle, this exceptional creative cannot be missed. The concept, originally born internationally, is one that will work really well for select South African brands too,” he says. “It’s a platform that creates loads of talkability and interest.”

Primedia Unlimited’s shopping mall advertising specialist, Primall Media, ensured that feet did the walking through the recently opened Nike Football store at Sandton City Shopping Centre in March and April, thanks to its Digital Ad Screens that do what they’re set up to do, which is to alert mall consumers to relevant information.

According to Primall Media’s Lee Curtis, upper LSM consumers and football fans were the target for the new Brazilian soccer kit, available from Nike Football.

“Ten of Primall Media’s Digital Ad Screens, spread throughout the shopping centre, alerted consumers that the new Brazilian soccer kit was ready and waiting to be bought,” says Curtis.

“After creating the hype, purchase was made easy for the target audience as the kit was available right inside the same shopping centre.”

Primedia Unlimited’s washroom advertising specialist TLC has brought Kenya Airways on board for a three-month advertising campaign targeting potential travellers and holiday makers.

According to TLC’s Brett Tucker, the aim of the campaign, running from April to June, is to generate awareness around the destinations to which Kenya Airways travels.

“Kenya Airways signed on for TLC’s captivating standard A4 washroom frames in all ten of ACSA airports’ domestic and international washrooms for the first two months of the campaign, whilst the third month will see attention-grabbing creative displayed in our 35 mall holding nationwide,” says Tucker.

‘Discover the world of Kenya Airways’ is the first creative, to be followed by photographs of the different destinations to which the airline travels. Captions like ‘Beat the common cold Mombasa!’ will have consumers dreaming about a warmer destination as winter sets in.

“TLC’s ACSA holding made perfect sense for Kenya Airways as it is able to directly target frequent travellers and generate awareness around its own routes. By doing this, Kenya Airways may just become the consumers’ airline of choice for their next trip,” says Tucker.

“The second creative also draws the consumer in, as they are made aware that affordable holidays are available when flying Kenya Airways,” he adds.

Electric cigarette manufacturer Twisp has committed to a two-month mall advertising strategy with specialists Primall Media. The objective of the campaign is to promote Twisp as a healthier alternative to smoking and a first in South Africa. Twisp’s creative is currently alerting V&A Waterfront shoppers to the latest technology in micro vaporisers, and will continue until the end of May.

Driving consumers to the Twisp kiosk stationed in the centre, the advertiser has secured two three metre banners which face the bulk of the foot traffic flowing through the mall.

Primedia Unlimited’s mall environment was selected due to the sheer foot traffic it yields at centres like the V&A, coupled with exposure within a bustling retail environment.

Primall Media’s Lee Curtis comments, “The Twisp branding at the V&A is perfectly situated to expose the communiqué to middle and upper income consumers and encourage them to discover the unique product at the kiosk. Mall advertising has an unbeaten ability to place dominated adverting within close proximity to the point of purchase.”

Twisp vapour is odourless and is it free of tar, carcinogens and smoke particles found in first and second-hand cigarette smoke, yet it feels, tastes and looks just like a real cigarette.

Transforming campus washrooms and style bars across the country, Nu Metro Interactive has partnered with washroom advertising specialist TLC and through-the-line agency Phatcat to alert male students and console gamers to the launch of PC PS3 and Xbox 360 game, Just Cause 2. Securing space in 80 Style Bars and three university campuses, the Just Cause 2 campaign goes live for one month.

According to TLC, the campaign mechanics formulated and implemented by Phatcat, were designed to encourage consumers to SMS an entry keyword to stand a chance of winning one of 10 return tickets on 1Time Airline. On campus, Nu Metro Interactive has opted for TLC’s impactful Door Wrap branding to make a statement and draw students’ attention to the availability of the sequel and freebies up for grabs.

In TLC’s network of Style Bars, Nu Metro Interactive will be introducing Just Cause 2 with creative designed by Phatcat, digitally executed on TLC’s electronic mirror media – a stylish six panel back-lit mirror which illuminates the artwork for five second intervals. TLC’s Style Bar holding consists of venues strategically selected for their exposure to the higher LSM market.

 TLC’s Brett Tucker comments, “The beauty of washroom advertising is that brands are able to target a specific gender, eliminating wastage and ultimately yielding a more cost effective, targeted solution. Thanks to the dominated approach of our business, exposure is absolute. Nu Metro advertise new gaming releases with us on an ongoing basis, the formula just works.”

Joining forces with Primedia Unlimited subsidiary Primall Media, adidas will raise awareness of its Unite Mzansi Unite campaign until the end of May. Bringing a giant Bafana Bafana World Cup jersey for the public to sign, adidas presents South Africans the opportunity to ink their presence in recognition of the historic sporting event.

Placed by out of home communications agency Posterscope, the campaign will be splashed across Primall’s branded Escalators, Indoor Billboards and Parkade Billboards to alert shoppers in Cresta, Eastgate, Maponya, Pavilion, Menlyn, Riverside and Sandton City of the arrival of the 60m x 48m Bafana jersey.

Primall Media’s Lee Curtis says, “The adidas campaign uses malls as activation stops for the Jersey Tour, so the use of mall media prior to the jersey’s arrival to build awareness, made perfect sense. It’s such an inspiring campaign which paints the malls yellow with Bafana pride. It really is a great initiative and we’re excited to be part of it.”

Media partner Carat and creative force TBWA have executed the Unite Mzansi Unite campaign across various touch points including multimedia, print, radio and large format billboards in a bid to unite the nation.

For more information on the adidas Jersey Tour, visit www.adidas.com

Ster Kinekor has partnered with TLC, Primedia Unlimited’s washroom advertising specialist, to gain the maximum exposure for four of its movies which will screen at Cinema Nouveaus over the next three months.

According to TLC’s Brett Tucker, Ster Kinekor’s awareness campaign for the movies Away We Go, The Cove, Bright Star and Last Station will see the creative for each movie prominently displayed on TLC’s Mirror Media, in six Cinema Nouveaus, as each film is launched.

“The creative for each movie will be rotated across the six Cinema Nouveau’s as they hit the big screen, capturing consumers’ attention and creating a demand to watch each movie,” says Tucker.

 Whilst Away We Go, directed by award-winning Sam Mendes, explores the comedic twists and emotional turns in one couple’s journey across contemporary America, The Cove sets the scene in Taiji, Japan, where former dolphin trainer Ric O’Barry has come to set things right after a long search for redemption.

Bright Star is set in London in 1818 when a secret love affair begins between 23-year-old English poet, John Keats, and the girl next door, Fanny Brawne, an outspoken student of fashion.

Last Station follows the journey of the Countess Sofya, Leo Tolstoy’s devoted wife, who suddenly finds her entire world turned upside down. In the name of his newly created religion, the great Russian novelist has renounced his noble title, his property and even his family in favour of poverty, vegetarianism and even celibacy, after she’s born him thirteen children!

“As can be seen from the different movie titles and themes, TLC is able to target a wide viewer audience with its eye-catching Mirror Media. What’s more, washroom foot traffic in the cinema environment is massive, enabling advertising messages to reach consumers before and after they watch a movie,” Tucker concludes.

Looking to broaden its target market to the younger generation by introducing trendy and appealing creative, orthopaedic shoe and foot care manufacturer Green Cross has partnered with South Africa’s leading mall advertising company, Primall Media. Currently flighting, the six-month mall campaign will engage Primall’s retail advertising expertise in the Cavendish, Gateway, Cresta and Menlyn shopping centres.

Primall’s Executive Head of Sales and Marketing, Lee Curtis explains, “As the Green Cross range and products can be purchased at various outlets within the selected malls, our clutter-free platforms and the trendy creative developed by King James, creates the desired attention. Malls today are the playground for the young, trendy and economically active consumer.”  

Securing Primall’s A0 static Icon directory units, Green Cross will boost its fresh new image, stay top of mind and direct shoppers to the nearest Green Cross stockist. “We place Icons around the malls either in the centre of the main walkways or near escalators. Most brands will take a number of Icons in order to receive comprehensive coverage of the mall floor plan. We’re excited to see the response of the youth market,” concludes Curtis.

The Green Cross campaign runs nationally until the end of June and again for a second burst between October and December 2010.

With the international award-nominated series, Chuck, debuting recently on SABC 2, the SABC needed a media platform that was able to accurately target its viewers. The broadcaster therefore selected Primedia Unlimited’s washroom advertising specialist, TLC, to get the message across to its consumers with ease. 

Featuring two-time Emmy Award nominee, Zachary Levy, as Chuck Bartowsk, a twenty-something computer tech, the series portrays what happens to Chuck’s life when he opens an email subliminally encoded with government secrets and unwittingly downloads an entire server of sensitive data into his brain.

According to TLC’s Brett Tucker, the one-month awareness campaign targets LSM 5 – 10 male and female consumers between the ages of 15 -35. It is currently running in TLC’s Standard Washroom Frames across 35 of South Africa’s top shopping malls.

“Having previously utilised TLC’s strategic media platforms, the SABC is aware of how directly they are able to communicate with its viewers.  As consumers spend significant dwell time within the washroom, they are able to easily absorb the advertising message,” adds Tucker.

Determined to drive brand awareness and promote its range of environmentally friendly products, Grohe Taps has for the first time signed up for washroom advertising with market leaders TLC. The three-month campaign showcases Grohe in the washrooms of 10 LSM A malls and Cinema Nouveaus with its “Taking a break? The environment needs one too” campaign.

Making use of TLC’s impactful full door wraps, Grohe has strategically used three different creatives to deliver its eco-friendly message to LSM 8 -10 men and women, in the highly relevant washroom environment. Over and above the environmental positioning, the Grohe campaign is designed to appeal to the ladies from a design point of view while their male counterparts are intrigued by the practical angle.

TLC’s Brett Tucker comments, “The Grohe campaign is running in a mix of 10 venues where the target market will be exposed to the high impact Door Wraps, plus they will think about Grohe whilst making use of a standard tap during the visit. Door Wrap advertising delivers brand messages quickly and effectively. Selecting strategic venues across Gauteng, KwaZulu Natal and Western Province in particular, ensures that Grohe would effectively reach the upper end of the market.”

Grohe products feature integrated water-saving technologies which restrict flow, without sacrificing performance or design. All products effortlessly save water and energy while delivering the perfect water flow.

Mall advertising strategically reaches shoppers in ‘the last mile’ before the point of purchase and has the ability to sway purchasing decisions on the spot

“Mall advertising is an integral part of Gucci’s overall strategy,” says Primall’s Lee Curtis. “As a marketing platform, it has the unique ability to influence consumer purchasing behaviour at the right time and in the right place. It’s also an effective channel for reaffirming Gucci’s brand name with its new key visual.”

Securing branding on Escalators, Lifts, Interior Billboards and Hanging Banners, the Gucci creative makes a striking impact at upmarket malls Gateway, Menlyn Park, Eastgate, V&A Waterfront and Sandton City.

“These executions allow Gucci to develop a multi-dimensional personality while positioning the sexy international creative to consumers, highlighting that the new fragrance is available for testing or purchase at retailers close by.”

According to Primall, the selected shopping centres will effectively target woman aged 25 – 35 in the LSM 7 – 10 category, alerting them to the fact that they can purchase a strong night version of the product they are already loyal to. “As Gucci is a luxury brand, aesthetic guidelines were strict, but our subtle, high end platforms perfectly suit the brand’s requirements,” adds Curtis.

The Gucci Flora campaign is supplemented by print, TV, in-store and on shelf displays and spray activity.

Financial services provider Coronation has selected Primedia Unlimited subsidiary Wideopen Platform to execute an indoor advertising campaign designed by Fox P2, to reach Cape Town’s young executives and investors. The communication takes centre stage through Wideopen’s new site at the Domestic Arrivals corridor at Cape Town International Airport.

According to Wideopen, the CIA Domestic arrivals corridor site is made up of ten large wall paper applications measuring running parallel to the length of the two corridor walls. Giving advertisers exposure to an estimated 270 000 LSM 7 – 10 domestic passengers per month.

Booked by media partner Vizeum, Coronation’s ‘The Future You’ spans the roughly 196m² until the end of May to effectively communicate the benefits of investing wisely and making the right choice early on in life.

Wideopen Sales Director Ryan Cohen comments, “The International Domestic Arrivals corridor is a relatively new site to the Cape Town Airport, allowing advertisers speak to a wide variety of passengers. Our holding enables us to offer advertisers repeated, uncluttered exposure to thousands of travelers monthly.”

Commencing in April and running until September 2010, all Daily Sun readers will get to see Vusi, Mamba Media’s principle cartoon character, take a Sho’t Left and explore SA.

The campaign, booked by Mindshare, is as a result of SA Tourism buying into Mamba Media’s Vusi. In essence, he is a good corporate citizen and will do well at encouraging South Africans to travel around their own country, before choosing an overseas holiday.  

“SA has so much to offer. There’s really no need to go overseas on holiday and spend vast amounts of money before residents have explored their own country. Sho’t Left encourages citizens to take a break – go to Durban, Cape Town, Kruger Park, Mpumalanga or many other local destination,” says Antoinette Abrahams, Senior Account Manager at Mamba Media.

The national campaign kicks off with Sho’t Left in May, whilst June will focus on SA Tourism’s welcome campaign – greeting international tourists and welcoming them to SA for the 2010 Soccer World Cup.

“This is the first time that SA Tourism is making use of Mamba Media’s engaging Vusi media platform. Its selection of the platform was based on the Daily Sun’s readership figures and target market,” says Abrahams.

“Using Vusi as an icon to relay important messages will see SA Tourism communicating with six million readers every week,” she adds.

Reporting that lactose intolerance currently affects a large percentage of the South African population, OmniMed has signed Primedia Unlimited’s indoor media company TLC for a three-month advertising contract to spread awareness of its lactose intolerance fighter Lactaze. The brand will be positioned in TLC’s national network of mall, Medicross and Netcare washroom environments to spread the word of relief to suffering consumers.

Treated by replacing digestion aiding lactase enzymes, OmniMed is South Africa’s sole distributor. Lactaze Extra Strength Tablets and Drops are currently available from leading pharmacies countrywide.

Targeting men and women aged 18 to 60, the campaign exclusively dominates TLC’s standard indoor billboard space in 25 LSM A and 10 LSM B malls, 35 Netcare and 26 Medicross environments.

TLC’s Brett Tucker says, “The washroom medium offers a revolutionary approach to communication with healthcare practitioners and their patients. The target audience is exposed to the advertising message at a time when they are most sensitive to this form of communication.

In the malls the Lactaze message will be exposed to a possible total 35 million LSM 7-10 consumers who will visit these washrooms over the three month period, some of whom may be undergoing treatment for lactose intolerance. We’re confident that the campaign will assist in driving both sales and awareness.”

Primall Media has secured new client Citroen for the brand’s first ever mall advertising campaign. Primall’s shopping centre parkade media will launch the car manufacturer’s new C3 to shoppers across the country for three months.

As shopping centres become increasingly busier year on year, making use of Primall’s prominent in-centre media, Citroen is set for maximum exposure to shoppers who may also be in the market for a new car.

“We’re delighted that more and more large brands are recognising the value of dominated advertising within the retail space,” comments Lee Curtis, Primall’s Executive Head or Sales and Marketing.

Founded in 1919 and as one of the world’s first mass-production car companies outside of the USA, Citroen brings the new C3 with its revolutionary Panoramic Windscreen to South African consumers this month. Until the end of May Citroen’s sexy C3 creative will be tastefully displayed in parkades at upmarket malls Hyde Park, Brooklyn, Eastgate, Cavendish, Tyger Valley, Montecasino, Menlyn and Gateway. Soweto’s Maponya mall will be displaying a separate Citroen Hanging Banner campaign.

“Primall’s holding affords Citroen the opportunity of ‘owning’ eight illuminated billboards per parkade, allowing Citroen complete brand domination in the various parkade spaces. Citroen wished to generate uncluttered exposure among affluent, motoring consumers in an environment in close proximity to Citroen dealerships. We’re confident that our Parkade advertising will effectively meet client objectives,” concludes Curtis.

Global fast food giant McDonalds has confirmed a 12 month campaign with Primedia Unlimited subsidiary Mamba Media following a successful three month campaign burst.

From July through to the end of September McDonalds booked rotating advertising banners in the popular Vusi Vuzela comic series which appears each week in the Daily Sun,” says Mamba Media Managing Director Craig Nadelman. “The three month campaign produced great results in both sales and awareness for the fast food chain, prompting it to sign a 12 month contract with us, effective from October.”

In addition to its advertising banners, McDonalds branding will be subtly interspersed into the Vusi Vuzela comic storyline.

“The cartoon format is an innovative means of communicating any message, it’s entertaining, easy to follow and stands out from traditional print advertising,” he says.

For the first time South African Breweries has entrusted TLC to promote its premium international lager brand Grolsch, to South African consumers. Having become the title sponsor of Cinema Nouveau, Grolsch’s national washroom campaign aims to create brand awareness amongst the high number of upper LSM cinema-goers who traverse the environments on a monthly basis.

According to TLC, as Grolsch is a global supporter of contemporary art and design, the sponsorship deal with Cinema Nouveau made perfect sense. Grolsch will leverage TLC’s washroom holding in the cinemas to grow the Grolsch brand awareness to entertainment-seeking consumers.

TLC’s Brett Tucker comments, “Using super-sized mirror decals and mirror media until the end of April, we have no doubt that Grolsch brand awareness will be impactfully driven to consumers. The bright green creative certainly brings a fresh and eye-catching change to the whole environment.”

The Primedia Unlimited owned washroom company believes that Grolsch’s target market of mature sophisticated beer drinkers in the high LSM categories perfectly fits the profile of consumers who frequent cinemas. “Our elegant digital mirrors in these thriving environments are a sure fire way to catch the eye, and appeal to these high end consumers,” concludes Tucker.

The renewed deal allows Queenspark to dominate the Cavendish parkade to rotate its J Crew’s Summer, Autumn, Winter and Spring collections across eight illuminated billboards over the contract period. Over the past two years, Queenspark has renewed its advertising partnership with Primall four times, the current one-year renewal being the longest single commitment to date.

Lee Curtis, Primall’s Executive Head of Sales and Marketing says, “We have a long-standing relationship with Queenspark, we’ve seen them return to mall advertising numerous times. The Parkade Holding is great for the brand as the billboards give Queenspark targeted exposure to shoppers both on entrance and exit, thus staying top of mind throughout the shopping experience.

Our parkade packages provide advertisers with ownership of the parking space by only permitting one advertiser to be represented per level. The platform creates a high end advertising canvas of a high traffic, previously aesthetically void area.”

This is the 5th year that local household favourite Dettol has partnered with Primedia Unlimited subsidiary TLC for innovative and targeted washroom advertising.

Andrew Kramer, Managing Director at TLC says, “Dettol’s new range of liquid soap is made with natural ingredients, packaged beautifully and marks an exciting opportunity for Dettol to extend its brand into a new category. We believe that our washroom advertising elements combined with tester units are an ideal strategy to not only launch the brand, but simultaneously encourage sampling.”

The new partnership has resulted in the decoration of approximately 18 Planet Fitness washrooms and showers alongside 25 malls washroom advertising venues nationwide.

“Dettol is so pleased with the progression of the campaign that negotiations are already underway to extend the advertising deal well into the second half of 2010,” concludes Kramer.

Engaging in a one–month washroom Mirror Decal campaign in South Africa’s 37 busiest cinemas, consumers were encouraged to log onto Roche’s “Breast Friends for Life Network” website to obtain breast cancer help and advice.

According to the website, HER2 stands for Human Epidermal Growth Factor Receptor 2 – commonly referred to by oncologists and breast cancer surgeons as HER2 or positive breast cancer. With National Cleavage Day being a popular and well known national event, it provided the most opportune time for Roche to raise awareness of Breast Cancer.

 For the ladies the eye-catching cleavage creative is tagged with the message ‘For your Breast investment, know your Her2 status’ while for the men the message reads “For your Breast investment, look after Her2”. Each execution gives consumers details of the Breast Friends for Life website.

TLC’s Brett Tucker comments, “With washroom advertising, the campaign being showcased need not fight for audience attention. Roche is able to take centre stage with its awareness drive, being the only advertising message that consumers are exposed to during their time in the washroom.”

The South African Gold Coin Exchange (SAGCE) has renewed its contract with Primall Media, South Africa’s shopping mall advertising specialist, for another year.

The renewal will see Canal Walk, Cavendish Square, Gateway, Nelson Mandela Square and Sandton City carry the SAGCE’s and The Scoin Shops alluring new creative on: 

• illuminated billboards inside the parkade areas;
• Icons (AO illuminated posters);
• Static Digital Ad Screens inside each shopping mall.

 According to Lee Curtis, Primall Media’s Executive Head of Sales and Marketing: “Primall Media has proven to be a vital link within SAGCE’s marketing strategy. It  ensures that consumers are educated about the benefits of investing in gold, thereby driving them to The Scoin retail outlets inside the malls, where they can purchase a variety of gold coins.”

Primall’s Icons and Static A0 Poster on the reverse of the Digital Ad Screen Ads are strategically located at all of the malls’ main entrances and passages, ensuring that SAGCE’s creative is seen constantly as consumers walk in, out and around each mall.

 “We look forward to enabling SAGCE to remain top of mind this year,” adds Curtis.

The Scoin Shops situated throughout South Africa, along with one located in the UK, London, are SAGCE’s retail outlets.

The Solal Awards are the International Council for Shopping Centres’ European Excellence in Marketing Awards, recognising best practice and outstanding marketing performance. These accolades are seen throughout the industry as a global benchmark of quality.

Lifestyle MD, Paul Carsley comments, “We’re thrilled to not only be competing on an international scale, but to be the only company on the African continent with finalist positions as well as being the singularly most nominated consultancy in Europe. We’re honoured by the accolade.”

Doug Mayne, National Marketing Executive at Lifestyle adds “In terms of finalists we are the best in Europe, it’s a significant achievement!”

Primedia Lifestyle’s winning marketing campaigns were Menlyn Park Shopping Centre’s Play Park, The Beach has Landed and Win a Million Birthday. Cape Town’s Cavendish Square was nominated for its Celebrity Campaign; Umlazi Mega City, Durban, for its Sipethe Osaziwayo campaign; Gateway Theatre of Shopping, Umhlanga, for the Vodacom Durban July Fashion Experience and Supersize Your Summer; Vincent Park Shopping Centre in East London was nominated for its My Vicinity Campaign.

Airport Shopping Safari South Africa secured its nomination with the opening of the Central Terminal Building at Cape Town International Airport. Due to the magnitude of this project, to enthuse staff the “You are part of something amazing” was the message used. Externally, “Cape Town International Airport is transforming to serve you better” was the message used to create a sense of ownership and excitement amidst airport users and the public at large. Experiential marketing techniques were implemented to ensure a successful opening and retail awareness of the new Central Terminal Building.  

The success of the various campaigns were gauged against quantifiable objectives including building brand awareness, increased turnover, added value for shoppers, increased foot count, sponsorships, database recruitments and PR generated for each campaign.

“The proven results of our marketing programmes and the unique talents of our teams are the key to our success,” says Doug. “For example our mandate for the Cavendish Square Celebrity campaign was to increase foot count for the fourth quarter and in turn, help increase Cavendish Square retailers’ turnovers for the same period. Local and international celebrity appearances from John Smit, Keri Hilson and the Parlotones, helped increase foot count for Cavendish and retailers’ turnovers beyond targets.

Despite the recessionary time, when national retail sales in South Africa declined by 5.1% in the last quarter of 2009 compared with the previous year (Source: www.growth.co.za), Lifestyle leveraged an increase in turnover as a result of these campaigns. It’s an incredible achievement,” adds Mayne.

 According to Lifestyle, its Sipethe Osaziwayo campaign for the Umlazi Shopping Centre, substantially increased shopper foot count during the campaign weekend. Turnover also increased versus the same period in 2008.

In just eight weeks, Lifestyle’s Vincent Park CRM project recruited 14 000 new consumers to the Vicinity Programme and the campaign intends to retain current shopper loyalty with rewards, incentives and prizes.

For the Menlyn Park Shopping Centre Play Park campaign, the Lifestyle team helped generate income to the target value between March and December 2009. A previously under-utilised space was created as a permanent children’s play area, distributing the same budget over a 10-month period, rather than a 10-day period as some other major events may do.

To add value for Menlyn shoppers, Lifestyle added a surprise element via give-aways and competitions which achieved sponsorships to the value of R 20 000 per month by obtaining support from relevant strategic alliances.

“Across the board our teams have done tremendously well in terms of delivering return on investment for our property owners and retailers. I commend each individual for the outstanding results. We look forward to the winning announcements at the 2010 European Marketing Conference in Portugal on the 17^th of June,” says Carsley.

Having recently announced its offer of affordable uncapped ADSL on a significant scale, MWEB has signed Primedia Unlimited’s Wideopen Platform to alert the vast Internet loving population moving through OR Tambo International and the Cape Town International Airports, of MWEB’s latest offering.

Wideopen Sales Director Ryan Cohen explains, “The selected sites are poised to reach MWEB’s target market of Internet active individuals, en masse and drive home the uncapped ADSL message.”

MWEB’s partnership with Wideopen enables the uncapped ADSL campaign to dominate a total of six lifts at OR Tambo International Airport and ten at Cape Town International and until the end of May.

At the time of the announcement, Rudi Jansen, MWEB CEO, said the time had come for South Africans to experience unlimited Internet. “Internet penetration in South Africa remains below par – in fact, South Africa has fallen behind a number of other African countries in recent times. The lack of well-priced, generously-provisioned bandwidth has been holding us all back, and as a result we have been missing out on an immense economic opportunity.”

MWEB’s uncapped ADSL campaign developed by FoxP2, and implemented by Vizeum Media, extends to TV, radio, print, online and retail.

To promote its phone insurance product, cellular provider Vodacom partnered with TLC and Posterscope for a unique washroom advertising campaign to communicate the necessity of having cell phone insurance, how easy it is to misplace a phone, and the subsequent costs involved in replacing it.

 The entire communication strategy ran across 25 LSM A shopping malls, 37 cinemas and 18 planet fitness washrooms for the two-month festive season campaign. TLC successfully rolled out the entire execution within just five days of receiving the artwork – further enhancing its reputation of being able to take any campaign to market within a minimal lead time.

Five alternate A4 format cell phone decals with screen messages such as “Did I leave it at home?” and “Maybe I left it on the fridge?” were flighted in washrooms nationally.

Each venue was adorned with 30 die cut decals in relevant positions where a consumer may possibly leave his or her phone behind, such as on hand dryers, alongside washroom basins and on the floor of washroom cubicles. These innovative decals worked hand in hand to create awareness, reinforced with TLC’s standard washroom frames to give consumers all they need to know about applying for cover.

TLC’s Brett Tucker explains, “The Vodacom Insurance decals actually look like real phones and were placed near the hand basins and the surrounds to look like someone had left their phone behind. Consumers were instantly lured to the decals for a closer look. It really is an effective concept.

This was one of the most innovative and engaging campaigns that TLC has ever run, we’re delighted that the Roger Garlick judges agree!” concludes Tucker.

According to Ryan Cohen, Sales Director of Wideopen, the campaign runs from April to July.

“Top TV has contracted two of Wideopen’s impressive outdoor sites to get the message across that Top TV subscribers are able to select packages that meet their viewing needs and their budget,” he says.

Top TV CEO, Vino Govender, recently explained, “We intend to make pay TV accessible for all South Africans, not only the wealthy.” Gugu Sibeko, Top TV GM in charge of local channels, added, “We will offer quality and powerful programmes never seen before in this country, and our nine local branded channels will be our key drivers.”

The first outdoor site, Wideopen’s Shoshanguve hoarding, is strategically located at the main entrance to the Shoshanguve township in Pretoria. It is easily visible to all traffic traveling towards and away from the area. “The impressive site, 200m² in size, draws the attention of over a million potential consumers monthly,” says Cohen.

The second Wideopen site, located in Pretoria’s Church Street between Potgieter and Schubart Streets, is visible to all commuter and pedestrian traffic traveling west out of the city. “This large format mega sign faces Church Square, has a long run up, and is highly visible ensuring significant absorption of the message,” adds Cohen.

Whilst Top TV will run a teaser campaign in April, its launch will take place on 1 May.

Andrew Kramer, Managing Director of TLC explains, “Based on the success Gaviscon has experienced through the washroom platform, the brand has returned for a further six months. We anticipate a further round of outstanding results for this client.”

The Gaviscon message will be split between TLC’s Nightlife and Cinema environments, ensuring that its fire-fighter character reaches outgoing consumers in 200 venues countrywide.

This national contract renewal comes on the back of a highly successful media partnership between DGB and TLC since 2006. “The DGB campaigns enjoy a close to zero wastage as our platforms speak to pinpointed audiences at the point of consumption. Jagermeister has experienced a massive increase in awareness and a lift-off in sales,” comments Andrew Kramer, MD for TLC.

“DGB was one of the first clients to use our both our Talking Frames and Mirror Media options – with great success,” says Kramer. “We look forward to working with DGB for another year. We take the renewal as confirmation of the effectiveness of washroom media,” adds Kramer.

Aimed at capitalising on the high traffic zone traversed by upper LSM motorists, the Lexus “A Million Skies to Drive Through” creative designed by Draft FCB will dominate the site adjacent to the upmarket Melrose Arch as part of its launch campaign.

Wideopen Sales Director Ryan Cohen explains, “The site is perfectly located along the arterial route to and from Sandton and frequented by work-bound, high income executives. Coupled with this, the dimension of the site lends itself beautifully to the concept of being able to travel through a million different skies in the new convertible.

The brief from Lexus was to create impact and draw attention to the new vehicle. We’re confident that the size, location and innovation which underpin the campaign has achieved just that.”

MNI Lifestyle has renewed its contract with South Africa’s leading washroom advertising specialist, TLC, for another four months. The move follows on the back of its tremendous success and increased product sales arising from its washroom advertising campaign recently conducted by the Primedia Unlimited subsidiary.

MNI Lifestyle initially inked a three-month contract with TLC in November last year to promote its female only campaign for the i-slim Diet Rescue brand, developed by the Medical Nutritional Institute, to LSM 7-10 consumers between the ages of 18 and 40.

The product combats the accumulation of excess body fat, or weight gain, when women succumb to temptation and break their diet.

Whilst the first campaign commenced in December and engaged with women throughout 37 cinema holdings nationally, utilising over 300 indoor billboards, the second leg is still underway in the same cinemas nationally and in over 296 Indoor Billboards across LSM A shopping centres nationwide.

“The contract renewal will see MNI Lifestyle keep its strategic cinema washroom presence in June and July, and take advantage of TLC’s innovative mall washroom platforms in 25 LSM A Malls in November and December 2010,” says TLC’s Brett Tucker.

“MNI has created an extremely effective campaign by ensuring that its target audience has clear access to its communication, in an environment where the product is readily available to purchase,” he adds.

“The continued success of the campaign has ensured that i-slim Diet Rescue is a regular in the TLC washroom space.”

Running from April to July, the four-month TLC Twinsaver campaign aims to target female consumers, aged between 18 and 40 in the upper LSM 7-10 category, with its bold and attention grabbing Twinsaver, The Softer Side of SA campaign.

According to TLC’s Brett Tucker, the washroom advertising specialist has created a holistic and engaging environment for Twinsaver in 37 of its Cinema washroom holdings across the country.

“Not only has Twinsaver booked cubicle wraps and external door branding, it has also used the back of the door frames to extend the washroom concept, confirm communication details of the message and ensure dominated presence,” he says.

Each cubicle has been transformed to portray the softer side of life, complete with family photographs and lots of flowers on the cubicle walls, making consumers feel as though they are in a home away from home. “TLC’s cinema holding has the ability to engage with 700 000 female consumers in an environment where household shoppers, typically female, are able to purchase the product within the mall,” adds Tucker.

Twinsaver is a light-hearted, caring and family-orientated brand and its intention is therefore to create a campaign that encourages its consumers in a way that’s relevant to the brand and what it stands for.  The ‘Softer Side of South Africa’ campaign plays on the thoughts and feelings of South Africans in a positive manner, showcasing some remarkable stories, tales and moments, whilst highlighting the values of the brand in a warm, optimistic and sincere manner.

The multi-media campaign also incorporates TV, radio, print and national events.

Differin® (adapalene 0.1%) is a Topical Retinoid acne treatment with the advantage of being better tolerated.

The year-long advertising contract tasks X/procure^® to ensure that pharmacists are aware of the product and its benefits in the treatment of mild to moderate (non-inflammatory/comedonal and inflammatory) acne. X/procure^®‘s JD Henderson says, “Acne is an extremely common condition which unfortunately has a significant impact on the sufferer’s quality of life. Through the exposure of Differin® on our system, we aim to assist in spreading the word to pharmacists nationwide that patients need not suffer, and that there is an effective treatment available.”

Devised by X/procure^® , the Intervention Ad, which is one of the chosen advertising mediums Galderma has authorised,  elevates Differin® against competing treatments in the same category. On this platform, advertising appears on screen when pharmacists order acne treatments. It reminds the pharmacist that Differin® should be considered as the primary treatment for acne, and an essential part of maintenance therapy.

Created in 1981, Galderma is a joint venture between Nestlé and L’Oréal. It specialises in the research, development and marketing of therapeutic, corrective and aesthetic solutions for dermatology patients and is a leading player in the worldwide dermatology market.

X/procure^® is the market leader in electronic procurement and advertising portal. Its software is utilised in over 1200 pharmacies nationwide.

Running in strategically positioned shopping malls and cinema washrooms across the country, SANBS will be utilising TLC’s Super Mirror Decals in 16 cinemas, 15 malls and 21 Jetmart stores for two months.

“This is the first time that TLC’s Jetmart holding will make use of our captivating Mirror Decals,” says TLC’s Brett Tucker.

“SANBS wanted to ask consumers a question while they are standing in front of a washroom mirror. The payoff line, ‘If you are looking at a blood donor, you are famous to someone’, can’t help but draw its target audience in,” he adds.

The clever creative plays on emotion, drawing attention to an extremely worthwhile cause and letting its audience know that there is a way that they can assist.

Primall Account Manager Deshendri Reddy comments, “Client is extremely happy with the Digital Ad Screen medium as it allows them great exposure and creative flexibility, coupled with the ability to link adverts directly to the location of the Timberland store, once the ads are touched.”

To drive shopper’s feet through doors, the Timberland sale campaign will be flighted at selected upmarket malls Canal Walk, Cavendish, Eastgate, Gateway, Menlyn Park, Nelson Mandela Square, Sandton City and Riverside Mall.

Primall’s Executive Head of Sales and Marketing, Lee Curtis adds, “The advertising opportunities inherent in our Ad Screens are numerous. Retailers and brands are able link adverts to stores in the mall stocking the goods on promotion while shoppers are able to interact with brands and enjoy a more informed shopping experience. In addition, creative changes to the Ad Screens can be made within a matter of minutes.”

According to TLC’s Brett Tucker, YFM wanted to promote the key facts of its own advertising platform to those most likely to purchase advertising space.

YFM selected the Primedia Unlimited subsidiary’s standard Washroom Frames to get its message across in 25 media agencies across the country.

“These are the people who decide where and when to purchase advertising space.  YFM wanted to ensure that it remained top-of-mind throughout the year,” says Tucker. “YFM’s core Target audience would likely see the advert twice a day in an uninterrupted and relaxed fashion as opposed to Media Reps harassing planners all day long”.  “The creative was not only effective, portraying the station’s arty, stylish and sophisticated look, but also served as daily reminder.”

Aimed at LSM 8 – 10 chocolate loving adults and children, Lindt has secured Primall’s V&A Edgars and Woolworths advertising package, comprising of four double-sided, 4m hanging banners and branded escalators.

According to Lindt, they selected Primedia Unlimited’s Primall as its advertising partner due to the mall specialist’s ability to create awareness at the point of purchase which will ensure that the Gold Bunny remains top of mind during the Easter period.

Laura du Preez, National Communications Manager for Lindt explains, “Through our marketing efforts we aim to bring our bunny to life through promotional animation and to make it the ‘hero’ of Easter.  Our campaign allows the consumer to interact with our bunny on all levels. At the point of purchase, the mall platform closes the loop in Lindt’s TV, competition and sampling efforts.”

Lee Curtis, Primall’s Executive Head, Sales and Marketing adds, “Lindt’s appealing creative creates great curiosity. Combined with the positioning of the mall advertising, the campaign allows Lindt to capitalise on extended dwell time which economically active families spend in malls.”

All Lindt products are made out of the finest chocolate and created with passion by the Lindt Master Swiss Chocolatiers, making them so unique. To make this year’s Easter even more festive the Lindt Master Chocolatier has added a delicious white chocolate Gold Bunny to the family.

According to TLC’s Brett Tucker, innovative Mirror Decals, Floor Decals, Wall Decals and Standard Washroom Frames were the order of the day in female cinema washrooms for the two-month campaign.

“The idea was to target LSM 8+ female consumers, aged 16 to 40, as the game is geared for Moms and their children,” says Tucker. “The life-simulation computer game takes the player through the daily activities of one of more virtual personalities in a suburban household near SimCity.”

The Mirror Decals were effectively positioned just above consumers’ heads while they standing facing the washroom mirror, whilst a never-been-done-before, enormous wall mural drew consumer’s attention when exiting the washroom.

“The SIMS3 was able to strategically target 700 000 female cinema-goers and 16-million mall consumers, captivating them with larger-than-life creative to ensure that they absorbed the message,” adds Tucker.

The four-month TLC shopping mall washroom campaign, December to March 2010 sees e.tv stopping consumers in their tracks as they enter the washrooms inside eight LSM B shopping mall washrooms across South Africa.

“Every cubicle door in each washroom is covered from top to bottom with e.tv’s creative. There is no way that the target audience, men and women between the ages of 12 and 60 that fall within the LSM 4 – 10 income bracket, can miss this exciting campaign,” says TLC’s Brett Tucker.

“Shopping malls are known for their massive foot traffic. There are over 3.5 million women shopping at these malls. Of these, at least 875 000 will enter a washroom and be exposed to the message. That’s excluding male consumers who also take a trip to the washroom,” says Tucker.

As a first-time selector of TLC’s door wraps, e.tv is bound to create its intended impact. “With the cubicle doors located right next to each other, the creative also builds a storyboard effect for consumers ensuring that they look at each door, from left to right,” he adds.

 The message is clear, ‘With over 1000 movies to choose from each year, you can afford to be free with e’.

Making use of the mall advertising specialists’ Digital Ad screens, Diners Club takes its million-mile campaign to 18 malls nationwide.

Partnering with media agency OMD, the advertiser has secured 93 Digital Ad Screens throughout Primall’s national shopping centre holding to encourage current clients to use their Diners Card whilst shopping, and at the same time entice potential clients to sign up and enter the draw.

Lee Curtis, Executive Head, Sales and Marketing at Primall says that mall advertising provides strategic exposure to consumers while they are close to retailers who support Diners Club cards. “Our digital advertising platform is attention grabbing and interactive, allowing consumers to physically engage with the brand. It’s a winning combination for many of our advertisers.”

The Win a Million Voyager Miles Digital Ad Screen campaign is supported by radio and outdoor advertising for the competition duration.

Distributed by Genop Healthcare, GANFORT^® eye drops contain 0,3 mg/ml bimatoprost and timolol maleate equivalent to 5 mg/ml timolol for the reduction of intra-ocular pressure (IOP) in patients with open-angle glaucoma or ocular hypertension who insufficiently respond to topical beta-blocker or prostaglandin analogues.

X/procure^® facilitates electronic advertising directly to the pharmacist, allowing advertisers the unique opportunity to present and promote products at the time that buying and ordering decisions are made.

Designed to educate and alert pharmacists to the new product and encourage referrals to consumers at the point of purchase, GANFORT^® launch creative will appear on X/procure^®’s innovative Announcement Screens and HTML Message on the electronic pharmaceutical procurement system for one month. The X/procure^® software enables more than 63% of SA pharmacies, who utilise electronic ordering software, to purchase scheduled and OTC pharmaceuticals direct from suppliers.

Andre Groenewald, Allergan’s Marketing Manager’s comments, “X/procure^® and its many value propositions play an important role in notification to the pharmaceutical market of new products or existing product information. X/procure^® has always been an important part of the media mix for us.”

X/procure^®’s JD Henderson explains, “The Ganfort creative draws pharmacists’ attention to the launch of the product and effectively delivers its unique selling proposition of ‘Control under Pressure’ at the point where pharmacists place their stock orders. Our ability to feature pharmaceutical advertising at the point of purchase has proved to boost the launch of OTC and scheduled pharmaceuticals.”

The Primedia Unlimited washroom advertising specialist has ensured that airport travellers, who are sure to make use of the washroom before they board their flight, can’t avoid looking at adverts, displayed inside their washroom frames, when they close the cubicle door.

According to TLC’s Brett Tucker, Essentiale has made sure that its creative, with a bias towards male consumers, is relevant for the airport environment. The payoff, ‘Your liver is like Airwolf, it was great when you were young’ greets consumers in a space where they may be feeling the effects of overindulgence.

“Airports are always busy, ensuring significant consumer interaction,” Tucker concludes.

Canon selected Primall Media’s innovative Digital Ad Screens to ensure interaction with consumers, at the point of purchase, in high foot traffic shopping malls. The objective was to generate awareness around its waterproof PowerShot D10 camera during a two month period.

“Canon’s creative, located on Primall Media’s 87 Digital Ad Screens within these upper LSM malls, was intended to drive consumers into stockists of the PowerShot D10 through the Ad Screen’s Store Find function,” explains Primall Media’s Executive Head of Sales and Marketing, Lee Curtis.

“A great creative execution, positioning which ensures increased visibility and awareness together with the Screen’s interactive functionality, help guide consumers in store” he adds.

Targeting upper LSM shoppers, Canon signed on with Primedia Unlimited’s mall advertising specialist in 15 malls across South Africa namely Cavendish Square, Canal Walk, Vincent Park, Greenacres, Loch Logan, The Glen, Hyde Park, Fourways, Sandton City, Nelson Mandela Square, Greenstone, Eastgate, Menlyn, Midlands and Riverside.

“Over 40 dedicated cinema washroom venues countrywide were availed to Yardley Oatmeal. Talking Frames were confirmed as the ideal platform as its added element of an audio clip combines the advertiser’s message through visual and auditory senses,” says TLC’s Brett Tucker.

Exclusively targeting women of varying age and demographic profiles, TLC worked closely with Page Three Media who confirmed the synergy of washroom media for Yardley. “It’s a cost effective means of using media space differently,” says Brett, “mainstream cinema audiences are traditionally fun, young and open to new means of communication.”

Yardley Oatmeal’s Even Skin range uses olive oil, grapefruit and kiwi extract to naturally solve problem skin. The range is scientifically proven to reduce dark spots within 28 days and has been clinically tested to tone complexion and reduce dark marks in light and dark skins.

What better way is there for a vitamin and immune boosting supplement to reach its male target market than to advertise in a dominated media environment where its potential consumers spend a lot of their ‘down’ time?

Realising the uninterrupted dwell-time potential of TLC’s Washroom Frames Revite Vit-T-Go, a delicious supplement containing vitamins that boost energy naturally, and Teavigo, a pure green tea extract which improves the immune system, has contracted Primedia Unlimited’s washroom advertising specialist TLC, to promote the product to active consumers within the LSM 7-10 market.

According to TLC’s Brett Tucker, the advertising creative for Revite’s Vit-T-Go supplement will enjoy premium attention in its Standard Frames in 37 cinemas and 18 Planet Fitness gyms across the country.

“Cinemas and gyms offer the ideal media platform to promote Vit-T-Go to active consumers in relevant environments where they are able to understand and absorb the message,” says Tucker.

Owned by Pareto Limited, Fountainhead Property Trust and Kaplan Family Trust, Westgate Shopping Centre yields an annual turnover of R1.8 billion with an estimated 14.9 million shoppers visiting the centre and its 189 tenants each year.

Of its 58 leading South African malls portfolio, Primedia Lifestyle’s clients include blue chip malls Gateway Theatre of Shopping, The Zone @ Rosebank, Riverside Mall, Tyger Valley Centre, Cavendish Square and Connect, Menlyn Park Shopping Centre and Chatsworth Centre to name a few

Molefi Moloantoa, Primedia Unlimited’s Divisional CEO comments, “We’re delighted with the rate at which our portfolio is expanding and that property owners are solidifying our position as the market’s leading shopping centre marketing consultancy. We look forward to assisting the team in improving turnover, footcount and encouraging repeat visits.”

Westgate opened its doors for trade over 20 years ago with no competition in the immediate vicinity. It has since grown to Super Regional Shopping Centre status, filling its 1km stretch with many notable national retailers under its roof. Westgate’s anchor tenants include Woolworths, Edgars, Pick n Pay, Ster Kinekor, Game, Checkers Hyper and Mr Price to name a few.

Paul Carsley, MD for Primedia Lifestyle adds, “Our scope of work will include providing Westgate with production and marketing services, assisting in the conceptualisation and implementation phases of promotions and major event spectaculars. We can’t wait to get going!”

With the objective of drawing even more attention to its brand, Veet, a Reckitt Benckiser product, selected Primedia Unlimited subsidiary TLC’s larger than life Cinema and Planet Fitness gym washroom Door Wraps to target LSM 7 – 10 female consumers for its Veet Wax Strips promotion.

The national campaign will see two Door Wraps per washroom erected in 37 cinemas and 18 Planet Fitness’ gyms to carry Veet’s alluring Cold Wax Strip creative this March.

TLC’s Brett Tucker says that Veet wants to communicate with females in higher LSM groups who currently shave their legs. “Cinemas and Planet Fitness environments meet Veet’s target market profile. As such, it is these women who will benefit from Veet’s products by using them as an alternative to shaving,” he says.

“Veet has enjoyed tremendous success by utilising TLC’s standard Washroom Frames in the past. This time, the consumer impact factor will be even bigger and bolder,” Tucker concludes.

According to Lee Curtis, Primall Media’s Executive Head of Sales and Marketing, M-Net has inked one of Primall Media’s Parkade packages for one month, consisting of 36 light boxes spread across the Riverside, Tygervalley, Pavilion and Sandton City shopping malls to relay the message to male consumers.

“Eight light boxes, strategically located inside the parkade of each of these shopping malls, creates a vibrant and exciting shopping experience for the consumer, enabling them to better absorb the message,” says Curtis. “The creative also entices current and potential M-Net viewers to watch the series, which M-Net envisages will become a signature show for the channel,” adds Curtis.

The reality series hosted by Colin Moss aims to find a group of 25 to 35-year-old men, who have ‘let themselves go’ – the overweight, average couch potato who would far rather have a beer than a jog. Through the transformative power of Martial Arts, and Muaythai in particular, they have the opportunity to turn into lean, formidable fighting machines.

“Way of the Warrior will be a challenge to contestants but it will be incredibly rewarding for them in the end. They will not only become great fighters but they will transform their bodies and minds in the process. They will become warriors!” says Colin Moss.

Nu Metro Interactive has signed Primedia Unlimited subsidiary Primall Media to generate awareness around and drive sales of its PS3, XBOX and PC game, Aliens vs Predator, in a an intensive one-month campaign.

Targeted at 18 to 30 year old males, gaming and brand Alien vs Predator fans, the latest offering appeals to both a hard-core FPS audience and to the casual gamer.

“The advertising creative, strategically located on Primall Media’s Digital Ad Screens in Canal Walk (9), Fourways (4), Sandton City (10), Eastgate (7) and Gateway (10) shopping malls increases exposure of the game and therefore the demand for it,” says Lee Curtis, Primall Media’s Executive Head of Sales and Marketing.

“Advertising in the consumer space increases the casual gamer’s awareness of the product, in an environment where it’s readily available to purchase, thereby increasing sales,” he adds.

The prime outdoor media site, an impressive 206m², is located on the exit route at Durban International Airport’s multi-storey parkade. Booked by Nota Bene and created by The Jupiter Drawing Room, the advert is visible to all traffic driving through the airport.

“Sanlam’s large-format, close impact building wrap targets LSM 7–10 consumers, who travel in over 250 000 vehicles which pass through the airport each month,” says Ryan Cohen, Wideopen Platform’s Sales Director.

The creative urges consumers to partner with Sanlam on a journey to realise their hopes.

To promote unity amongst South Africans leading up to the World Cup, Castle Lager has gone to market with it’s ‘Different Tribes One Voice’ campaign. Wideopen Platform was tasked to execute a large format outdoor campaign to target male consumers aged 20 to 40 in the LSM 5 – 10 category.

Running for eight months, Wideopen’s Westgate Liquors’ landmark building wrap is visible from the M2 East, West and Selby off ramps, offering Castle unsurpassed visibility to LSM 5 -10 pedestrians and commuters. The 997m² wrap will deliver Castle’s message to approximately 138 245 vehicles daily.

Ryan Cohen, Sales Director of Primedia Unlimited’s Wideopen Platform subsidiary says, “Making a big impression fitted SAB’s requirements to capture the attention of the faithful Castle consumer. The strategy behind the campaign is to instil a sense of camaraderie and bring South Africans together through the Castle Lager brand.”

Creative for the Castle ‘Different Tribes One Voice’ campaign was conceptualised by Ogilvy and placed by Initiative Media. The campaign simultaneously flights nationally across TV and outdoor.

Established in 1895 by Johannesburg’s Charles Glass, today Castle Lager is brewed in nine countries and consumed in over 40 countries.

The next six months see a second aggressive Intervention campaign for Galderma’s Benzac AC-5 Acne Gel, a topical bactericidal and anti-inflammatory benzoyl peroxide preparation. X/procure^®‘s Intervention Adverts are a repetitive reminder to the ordering pharmacist, giving the product an upper hand against competing acne treatments in the same category. X/procure^®‘s Announcement Screens will also be utilised to build Benzac’s brand awareness.

Benzac Product Manager Peter McGill comments, “Benzac is the market leader in the OTC Acne category. We chose to renew with X/procure^® as we believe Benzac’s presence on the system improves brand awareness and effectively communicates its Unique Selling Points to the purchase decision maker. Advertising on the X/procure^® interface enabled us to grow our market share on orders placed via X/Procure^® by 3.9% to an overall market share of 52.3% within the category between January 2009 and October 2009.”

The X/procure^® software is currently installed in over 1200 pharmacies nationwide. The Galderma campaign will feature across the X/procure base^® until July 2010.

Primedia Unlimited subsidiary and shopping mall advertising specialist Primall Media is proud to be a part of Puma’s extremely successful Love = Football multi-media advertising campaign. The two-month mall media element was booked by full-service media agency, Starcom, and ran for a period of two months.

According to Lee Curtis, Primall Media’s Executive Head: Sales and Marketing, when tackling its brief to assist Puma to effectively launch its new football boots and national kits for the 2010 season, several mall options became immediately apparent.

“Exterior Billboards which catch consumer’s attention upon arrival, combined with Interior Billboards, Hanging Banners, Glass Entrances and Digital Ad Screens located within high traffic malls, provide a wide variety of innovative ways for Puma to break through the traditional advertising clutter,” he says.

Some of the largest malls in South Africa namely Menlyn Park, The Pavilion, the V & A Waterfront, Maponya Mall, Canal Walk, Nelson Mandela Square and Sandton City carried Puma’s captivating creative.

“Our media platforms within these shopping malls offer our clients a dominated media environment, ensuring Puma was top-of-mind throughout a consumer’s entire shopping experience.

 Starcom knew that Puma needed a campaign that would touch every aspect of a football fan’s life, not just while they were in the traditional football media space,” says Lee.

Other elements of the campaign included print, online, guerrilla marketing and outdoor billboards.

Primedia Lifestyle’s marketing expertise currently governs 1.1million square metres of gross lettable retail area, offering its portfolio services including conceptualisation and implementation of annual marketing strategies, financial administration of the marketing budget, exhibition management, media planning and buying and brand management, to name a few.

Molefi Moloantoa, Primedia Unlimited’s Divisional CEO comments, “We’re delighted with the acquisition of Southgate and look forward to engaging our niched strategic marketing expertise to promote the malls to the best possible extent.”  

Owned by Pareto Limited, Sycom Property Fund and Fountainhead Property Trust, Southgate Mall is a pioneer in the shopping centre industry as it became the first regional centre which met the needs of the rapidly evolving Southern suburban market. It is known as the gateway into Soweto, the most dynamic former township area in the country.

Southgate is home to shoppers from Mondeor, Meredale, Kibler Park, Winchester Hills, Naturena as well as several peripheral areas including Soweto, Ennerdale, Eldorado Park and the Johannesburg CBD. The area covers an estimated 381,441 households with an average monthly expenditure of R2, 364 totalling R8.3bn annually.

Paul Carsley, MD for Primedia Lifestyle believes that the company’s success is rooted in its ability to provide exclusive marketing and activation opportunities for malls ranging from convenience centres to super regionals. Its mall strategy and campaign expertise is evidenced by receiving 16 Maxi Award nominations and four Maxi Awards since 2002.

“Our unique ability to develop and execute specialised mall marketing strategies provides our clients the maximum return on investment for their retail properties. Having Southgate added to our portfolio strengthens our position as the number one specialist shopping centre marketing consultancy in South Africa,” says Carsley.

Volkswagen recently selected Primedia Unlimited subsidiary, Wideopen Platform, for its larger than life outdoor hoardings, to ensure the successful launch the all-new VW Polo to consumers.

Running until the end of April 2010, Polo’s national outdoor campaign has been strategically positioned on three of Wideopen’s prime sites.

Located in high traffic areas, the hoardings that sport the captivating Polo creative are located on Grayston Drive (towards Benmore) in Johannesburg; along the exit road at Cape Town International Airport, targeting all traffic leaving the airport; and on a multi-story building wrap located at the entrance to Durban International Airport, drawing attention from all travellers entering the airport.

According to Wideopen’s Sales Director Ryan Cohen, Volkswagen has geared its campaign towards the upper LSM income groups, 7 – 10. Booked by MediaCompete and created by Ogilvy Cape Town, the artwork ensures consumers that they can ‘Expect Big Things’ from the new Polo including, ‘Quality & Technology & Design & Safety’.

“Wideopen is renowned for its success when it comes to creating big brand presence and impact – two qualities needed when it comes to the successful launch of a new brand or product,” Cohen concludes.

 X/procure^®’s innovative advertising solutions have been a part of Zinplex^®’s marketing strategy since September 2006. X/procure^®’s JD Henderson believes that Zinplex^® returns to the fold as the platform assists the brand in maintaining market share.  

The new campaign strategy is pinned on the basis of continuing to boost brand awareness and now includes X/procure^®’s screensaver platform to the existing banner advertising strategy.

Whenever pharmacists are logged into the X/procure^® system, the Zinplex^® banner  is visible for 20 seconds at a time, alternating with the other 19 banners throughout the day, while the Zinplex^® screensaver drives home the brand whenever pharmacy computers remain idle.

According to recent Ipsos Markinor research, it was found that the highest brand recall of products advertised on X/procure^®, were products on screensavers and banner ads.

Zinplex^® Moisturising cream is founded on Zinc supplement combination research, with its formulation proven to alleviate skin conditions such as acne, eczema, cold sores and the common cold.  

JD comments, “With X/procure^®’s network of electronic procurement software spanning 63% of pharmacies utilising electronic ordering systems throughout South Africa, we’re confident that this campaign will deliver the desired brand awareness. Our system has the unique ability to directly target pharmacists, pharmacy assistants and front shop assistants.”

The prime outdoor media site, an impressive 206m², is located on the exit route at Durban International Airport’s multi-storey parkade. Booked by Nota Bene and created by The Jupiter Drawing Room, the advert is visible to all traffic driving through the airport.

“Sanlam’s large-format, close impact building wrap targets LSM 7–10 consumers, who travel in over 250 000 vehicles which pass through the airport each month,” says Ryan Cohen, Wideopen Platform’s Sales Director.

The creative urges consumers to partner with Sanlam on a journey to realise their hopes.

According to TLC’s Brett Tucker, the innovative use of the Primedia Unlimited subsidiary’s washroom Ad Mirror medium allows successive advertising to create a singular storyboard message.

Targeted at upper LSM consumers in five Cinema Nouveau complexes across the country, Eskom again booked three consecutive mirror media slots, with three different sets of creative, which flights for two months.

Whilst the first campaign built awareness of Eskom’s energy saving savvy, this one appeals to consumers to conserve power by using water sparingly and using more cold water. 

“Eskom’s previous campaign worked extremely well for the energy provider. The renewal will build on previous success and engage with both male and female consumers,” concludes Tucker.

Wideopen’s Sales Director Ryan Cohen says, “Wideopen is extremely proud to have GTI onboard, especially as it’s our first international client.”

GTI, a tax, audit and advisory financial institution, aims to sink its teeth into the upper LSM South African market with its campaign, ‘Big Decisions Follow You Around’. It asks consumers,  ‘The Recovery Will Come. Will We Be Ready?’

According to Cohen, GTI has selected two giant-sized building wraps to get its message across. “One is situated in Johannesburg on William Nicol in Hyde Park, whilst the other is in Cape Town’s city centre on Loop Street,” he says.

“South African consumers may have heard of GTI, but may not be aware of how easily the company’s services are available to them. Wideopen’s large-format outdoor media platforms are geared to create big brand presence, which is exactly what GTI needs to do when entering a new market,” adds Cohen.

According to SANBS it needs to recruit between 12% – 15% in new donor numbers every month to make up for members which have fallen out of the donor system.

Antoinette Abrahams, Mamba’s Senior Account Manager explains, “For the 2010 World Cup SANBS need at least seven days of blood stock to provide for emergency services. Currently it only has 2 – 3 days in reserve. We’re confident that the SANBS presence alongside Soccer Warrior will influence a positive call to action.”

The SANBS branding, woven into the storyline of Mamba Media’s weekly Soccer Warrior cartoon will appear in the Daily Sun for a period of nine weeks. The main objective of the campaign is to encourage all South Africans to donate blood regularly and in particular, people with the common O blood group, which is in high demand.

Appearing weekly in the Daily Sun, the SANBS branding is displayed throughout the full page comic with the “Your blood saves lives” tag line prominently captioning the insert. “Utilising the comic medium has proven to entrench advertisers’ brands with the multitude of Daily Sun readers. Because Soccer Warrior is a regular feature and so anticipated and respected by readers, SANBS will consistently be top of mind,” concludes Abrahams.

The Mamba SANBS Save a Life campaign will be backed by national radio for the campaign duration.

Kicking off the one-month airport package, Integrity Software uses cheeky creative showing ladies who appear to be peeping over the washroom door accompanied by catchy copy “Make sure this is the last time you get caught with your pants down” and “Hands full? Then maybe we should be handling your software”. The quirky campaign brings a smile to your face while making the brand offering quite clear.

Brett Tucker of TLC explains, “Integrity Software wished to communicate to business men only on a national level, hence our bustling airport network was ideal. The high foot falls of predominantly business owners, entrepreneurs and employees through airports offer our advertisers a unique exposure opportunity.”

Integrity Software is fast becoming the leading software supplier in the South African short term insurance industry, providing software solutions for brokers.

16 February 2010, Johannesburg – Promoting its latest Chicken and Avo Wrap and McValue Meals to hungry shoppers around the country, McDonald’s South Africa has partnered with in-mall advertising specialists Primall Media to boost awareness via its network of Digital Ad Screens.

Showcasing until the end of April 2010, the campaign positions McDonald’s to an estimated 10 850 000 shoppers in nine malls across the country using Primedia Unlimited’s infrastructure.

The interactive Chicken and Avo Wrap advertising commenced flighting in the first two weeks of February, whilst the McValue Meal campaign kicked off from the 15th February until the end of April 2010.

The objective of the promotion is to highlight the restaurant’s low-cost offerings. McDonald’s expects the campaign to inform its customers and to yield long-term brand equity through association with the Primall’s cutting-edge digital technologies.

McDonald’s is building brand loyalty through a local partner channel and this promotion seeks to reach the South African consumer in a way that integrates with their daily lives. 

Lee Curtis, Primall’s Executive Head of Sales and Marketing says that Primall Media’s Digital Ad Screens are full LCD HD touch screen units which stand at eye level. “The animation capabilities allow advertisers to deliver engaging, eye-catching messages in prime traffic zones within the malls,” he says. “This partnership compliments McDonald’s strategy as our platforms are key in steering foot traffic to purchase points through top-of-mind awareness.”

Distinguished jewellery brand Charles Greig has reaffirmed its confidence in mall advertising, re-signing Primedia Unlimited’s Primall Media as its advertising partner for the fourth consecutive year.

Hyde Park shopping centre, home to approximately 417 000 shoppers each month, comes to life this February with a Valentine’s Day campaign showcasing signature pieces to spoil that somebody special.

 Strategically placed at the main entrance to the centre, Charles Greig’s creative targets retail-ready consumers driving into the mall. Danielle Haggiyannes, Account Manager, Primall Media says, “The mall environment is the perfect opportunity for Charles Greig to display key pieces and new ranges on a monthly basis. The advertising is strategically placed so as to direct consumers to the store and ensure the brand remains top of mind.”

Primall believe that the mall setting is the perfect location to advertise luxury products as it repeatedly exposes shoppers to eye-catching and impactful communication whilst they stroll from store to store in between browsing and purchasing.

Charles Greig jewellers have a distinguished family heritage with the business still in the hands of three great grandsons of the original founder.

The sequential Soccer Warrior comic adventure appears weekly in the Daily Sun to promote products, brands and company awareness. Mamba Media uses a universal language of expression – pictures, to illustrate desired communication in a memorable and entertaining way that educates readers on a particular brand, product or service.  

Craig Nadelman, Mamba’s Managing Director explains, “The use of our comic format makes for easy reading and therefore is very appealing to consumers. The messages are presented in a light-hearted and entertaining story that consumers can relate to. Although the messages are subtle, they are uncomplicated and hard to miss.

The fact that advertisers commit a year in advance with Mamba is evidence that the cartoon platform is a highly demanded and effective media space. The continued support from Reckitt Benckiser, McDonalds, Fritos and Lucky Star speaks volumes.”

 To promote Kwa-Zulu Natal as a 2010 World Cup host city, KZN has for the first time contracted Primedia Unlimited subsidiary Wideopen Platform to brand the domestic arrivals corridor at the Cape Town International Airport for a period of three months.

The rational behind the KZN campaign is to welcome international travellers, encouraging them to visit KZN as one of South Africa’s premiere tourist attractions.

Creative developed by TBWA / Hunt / Lascaris Durban boldly catches the eye of passing travellers with its bright and inviting messages ‘We only have two seasons: summer and summer’ and ‘Durban, the warmest place to be for 2010’.

Ryan Cohen, Wideopen Platform’s Sales Director says, “The domestic arrivals corridor site is made up of ten large wall paper applications measuring roughly 196m² which run parallel to the length of the two corridor walls. This gives advertisers exposure to an estimated 270 000 LSM 7 – 10 domestic passengers per month. The message is impossible to miss.”

Magic Flora is the first to include yeast Probiotic, proven to be superior to the bacterial Probiotics. Tested by internationally certified laboratories ANAB and AQA, Magic Flora is 50% cheaper than competitive products and requires no refrigeration.

Targeting the decision-making pharmacists, the Magic Flora campaign aims to create brand awareness through the combination of X/procure^®’s screensaver, banner and announcement screen advertising platforms. 

X/procure^®’s JD Henderson explains “Our solution assists in fast-tracking a new brand’s visibility in-pharmacy, from both a corporate and product perspective. Because the adverts reach pharmacists directly, in real time and repeatedly, it allows advertisers the unique opportunity to present and promote products at the time when ordering decisions are made.”

Faizal Ayob, CEO of Zxec Medical Solutions says, “X/Procure^® has efficiently sped up our business process and we look forward to doing more business with them in the future. The team has re-affirmed that good customer service is still alive!”

Aimed at the traditional LSM 7 – 10 male whisky drinkers aged 18 – 40 years, Famous Grouse has secured the digital Mirror Media platform in over 150 of TLC’s Sports and Style Bar venues nationally. In addition, multiple standard Washroom Frames will be utilised in 30 Soweto Nightlife venues, the latest addition to TLC’s nightlife portfolio.

Famous Grouse will dominate the mirror space by taking three of the available five frames to create a storyboard effect. Developed by Grant Frazer and Natasha Fourie of Full Circle Media, shows Gilbert The Grouse moving across the mirror in a three frame storyboard. 

Brett Tucker of TLC explains, “To reach the Famous Grouse consumer, selected venues included traditional bars and pubs such as the Keg and Dros and trendy Camps Bay beach venues Caprice and Sand Bar. For the inner cities, funky venues Chevalle and Headquarters in Cape Town were selected, with the Sochilla and Blacklife Cocktail Cafe hot spots chosen in Soweto.

The Famous Grouse is exported to over 100 countries, takes up to 30 years to mature and has been voted Scotland’s favourite whisky for over 25 years.

Nu Metro selected Primedia Unlimited subsidiary, Wideopen Platform as its advertising partner to promote the release of the much anticipated blockbuster Invictus. Making use of Wideopen’s tactically located, large format advertising space at OR Tambo, the communication reached approximately 6.4 million travellers for the two-month burst.

The Invictus campaign aimed to build awareness around the film’s release and encourage South Africans to watch the inspiring production. Targeting adults classed in LSM 7 – 10, it was flighted in Wideopen’s Johannesburg airport holding, dominating 25.88m² across 16 branded pillars and 37.2m² of lift wall branding.

According to Ryan Cohen, Wideopen Platform’s Sales Director, “Full coverage of OR Tambo’s second floor parking lot creates a unique opportunity to communicate with millions of consumers a month. These sites are perfectly positioned to offer high impact exposure to upper LSM passengers, meeters-and-greeters, friends and family,” he says.

Invictus is the inspiring true story of how Nelson Mandela joined forces with the captain of South Africa’s rugby team, Francois Pienaar, to help unite our country. Shot on location in South Africa, the film featured several South African actors.

Other elements of the advertising campaign included TV, radio and various outdoor mediums.

With the objective of communicating about the movie and creating a build-up to its release, Primall Media client, Ster-Kinekor, selected the media owner’s Digital Ad Screens to capture the attention of its target audience and then interact with these consumers via a 30-second trailer and synopsis of the movie.

The comedy follows a highly successful Manhattan couple, Meryl and Paul Morgan (Sarah Jessica Parker and Hugh Grant), whose almost-perfect lives have only one notable failure – their dissolving marriage. The turmoil of their romantic lives is, however, nothing compared to what they are about to experience – witnessing a murder and becoming targets of a contract killer.

According to Lee Curtis, Primall Media’s Executive Head of Sales and Marketing, the national advertising package includes 93 HD LCD screens across 18 of South Africa’s highly foot-trafficked shopping malls namely Eastgate, Sandton City, Nelson Mandela Square, Greenstone, Rosebank Mall, The Zone, Hyde Park, The Glen, Fourways Mall, Menlyn Park, Riverside, Gateway, Midlands Mall, Cavendish, Canal Walk, Green Acres, Vincent Park and Loch Logan.

“Ster-Kinekor is extremely happy with Primall Media’s Digital Ad Screen medium, as it allows for maximum reach, coverage and creative flexibility,” says Curtis.

The new USN Active sports drink is designed to give training muscles the optimal quantity of carbohydrates for the best endurance, speed and recovery. TLC’s Brett Tucker explains “The gym environment is the perfect arena for USN to reach its niche market of 18 to 40 year old LSM 7 to 10 individuals who are physically active and conscious of what they are putting into their bodies.”

On a parallel with USN’s target market, TLC’s Gym Holding provides a broad spectrum of highly, health conscious and physically active consumers. According to TLC, gym washrooms see impressive foot fall figures due to the high membership and basic routines that follow after training sessions. Research has shown that 80% of gym users will use the washroom on a weekly basis.  Another key aspect to the gym environments is the frequency of gym goers. Traditionally a regular gym goer will frequent the gym between 10 and 12 time per month.

“The new USN product is perfectly suited to the washroom medium as it delivers information in a captive space that is relevant and appealing to the fitness audience,” concludes Tucker.

FIFA contracted Primedia Unlimited subsidiary Wideopen Platform, to put its high impact advertising platforms in motion from 1 December to 31 January 2010, with the objective of selling the remaining top-tier 2010 Soccer World Cup tickets after the much anticipated fixture draw that took place over the festive season..

The strategically located outdoor campaign in upper LSM areas within the nine Soccer World Cup host cities targets male LSMs 8 – 10, 18 years olds and above.

Captivating creative, with the payoff line, Make sure you can say ‘I was there’ instantly draws attention.

According to Ryan Cohen, Wideopen Platform Sales Director, sites that would best meet the client objectives included the M1 freeway and Morningside sites in Joburg, the Bree Street site in Cape Town and Menlyn Shopping Centre Drive-in site in Pretoria.

“Outdoor is the ideal advertising platform to target a diverse demographic, while creating larger than life presence,” says Cohen.

TLC’s Brett Tucker comments, “The washroom environment is perfect for a product such as Lifebuoy due to the sampling opportunity where consumers are able to touch, feel and trial with no purchase obligation.  Because our offering has the ability to be gender specific, Unilever is able to target a female-only audience in networks like Medicross where the advertising of products with hygienic properties would be most favourably noted.”

Each Tester Unit is secured to TLC’s trademark A4 washroom frames and installed at washroom basins and mirrors, giving consumers an instant opportunity to sample aerosols, liquid hand soap, shaving gel and virtually any bottled personal product.

According to TLC, Unilever was one of the first manufacturers to endorse the Tester Unit concept when it first launched in 2008, and the renewed partnership signals confirmation of the medium’s effectiveness from an FMCG point of view.

OmniMed selected X/procure^®‘s digital advertising platform based on its extensive footprint in pharmacies across the country and unique ability to directly target pharmacy decision makers including pharmacists, buyers and pharmacy assistants.

OmniMed Marketing Manager Gabrielle Lobban explains “OmniMed was looking for a targeted marketing solution which would bridge the gap between wholesaler and pharmacy to ensure pull through of products into the retail pharmacy. X/procure^® offered us a package solution maximising our brand’s exposure on their electronic ordering system to their unique customer base. With their expertise and experience they helped us to create a value-add solution tailor-made to our needs within our budget.”

X/procure^®’s JD Henderson comments, “OmniMed calls on medical specialists including dermatologists to promote its products. However the drive now is to ensure that pharmacies order additional stock from wholesalers, thereby supporting scripts generated by medical practitioners. The campaign will simultaneously assist the current pharmacy team who call on pharmacists and buyers to increase brand awareness in pharmacies, ensuring all their products are available to the end user.”

The multi-platform campaign includes X/procure^®’s announcement screen, browser, banner, screen saver and Intervention adverts. According to X/procure^® each product category is carefully analysed via the X/procure^® system in order to accurately apportion the relevant medium to product, ensuring maximum viewership per brand.

Products featured in the campaign include OmniMed’s Topical Local Anaesthetic, Scar Management Programme Scar Science, Lactose Intolerance Enzyme Replacement Lactaze and EABS, a lotion which restores damaged skin.

TLC and Merida launched a competition text line where consumers were prompted by the eye-catching washroom creative to enter and stand a chance of winning their own TFS 400D mountain bike. Over 4200 entries were received after the first 30 day period of the campaign.

TLC’s Brett Tucker says, “Merida wished to communicate with physically active men and women who would potentially be interested in purchasing a mountain bike. We recommended our Airport, Cinema and Planet Fitness holdings, which yield high footfalls and most effectively target the on-the-go, adventure-seeking consumer. The objectives of the campaign are to differentiate Merida from other mountain bike brands and to capitalise on the early part of the year being a high bicycle purchase season.”

The Merida TFS 400D is the best value for money full suspension intermediate level bike on the market. Traditionally Merida used cycling specific print publications and selected ambient media an alternative strategy.

“Bike brands in South Africa have never used the TLC platform before,” says Brett, “but we believe that due to initial response to Merida’s campaign, marketers who haven’t explored this media option before will be prompted to try it out for themselves.”

Ryan Cohen, Sales Director at Wideopen Platform explains, “Our strategically located sites on De Korte Street in Braamfontein and Louis Botha in Alexandra, ensure that the bright and striking Dark & Lovely Relaxer creative alerts metropolitan ladies aged 25 – 40 to the revamped kits, within close proximity to outlets stocking the new range.”

The 2010 contract with Wideopen is Dark & Lovely’s second year in utilising Wideopen’s large outdoor network to promote its range of hair and body care products. “Dark & Lovely’s continued partnering with us is testament to the fact that large format metropolitan advertising is key to driving both awareness and sales,” concludes Cohen.

The new and improved extra-conditioning relaxer cream is enriched with moisturising shea butter to soften and protect hair against dryness while relaxing, giving women self-confidence whilst achieving a glamorous look and sexy, shiny, straight styles.

Dark & Lovely’s Relaxer Kit outdoor campaign is supported by TV, radio and print, media components placed by Universal McCann.

X/procure^®‘s JD Henderson says that the sheer volume of processed orders is evidence that the South African pharmaceutical industry is alive and kicking. “From July to December 2009, a minimum of R650 million in pharmaceutical orders were being processed via our system per month,” he says.  “In 2009, despite difficult conditions and an average price increase of 10% from manufacturers, we continued to grow orders well in excess of inflation.”

X/procure^® reports that the highest value of orders placed by South African pharmacies via its system in one day was an astounding R47 million.

“With repeat business and a constant demand for our platforms, we’re reminded daily of the pharmaceutical industry’s confidence in the effectiveness of our software.  We have developed invaluable relationships with manufacturers, distributors and pharmacists to ensure that our offering is constantly evolving and aims at making daily procurement easier and more practical for our clients. High brand exposure is guaranteed for our advertisers because of the increased system usage and order volumes. This combination ensures that adverts are being seen more frequently.”

Previous Ipsos Markinor research showed that pharmacists prefer placing orders electronically and that more than 93% of users access the system daily. A strong customer focus coupled with the latest, user friendly technology has kept X/procure^® on top.

Primedia Unlimited subsidiary Wideopen Platform has strategically executed an innovative outdoor campaign for its new client, Renault Megane, in Gauteng. The outdoor campaign flights for January and February 2010.

Targeting LSMs 8 – 10, with an average household income of over R8000 per month, the Renault Megane range namely the Coupe, Hatch, Scenic and Grand Scenic drew consumers’ attention on the M1 South, between the Grayston and Corlett off ramps.

“The site is highly visible to all vehicular traffic traveling south along the M1 from the northern suburbs towards the Joburg CBD. Approximately 120 000 vehicles pass the site per day,” says  Ryan Cohen, Wideopen Platform Sales Director.

 “The campaign was geared to create brand awareness of Renault Megane’s entire range,” says Sadika Fakir media strategist at Zenith Optimedia.

Other elements of the national advertising campaign ran in October and November last year and included national TV, with a specific focus on DSTV and eTV; consecutive national print adverts, and an online element.

“Wideopen’s high impact, large format media platforms are located on high traffic main arterials, ensuring significant contact with the intended target market,” says Cohen.

Utilising TLC’s medical holding, Netcare and Medicross clinics, the Primedia Unlimited company was able to offer Aspen full dominion to consumers wanting to correct their sleeping patterns.

“In total, 26 Netcare and 35 Medicross clinics carried Aspen’s communication, empowering consumers to enquire about the product directly with their medical practitioners,” says TLC’s Brett Tucker.

“Scheduled products can be tricky to advertise which is why a dedicated medical holding like ours is the perfect avenue to engage directly with pharmaceutical manufacturers’ target audience with zero wastage.” The three month campaign was placed in both men’s and women’s washrooms and in busy consumer traffic areas within the clinics.

Capturing the Afrikaans consumer is never easy however washroom advertisers TLC were up to the challenge tasked to them by long standing client DGB. According to research, well known energy shooter Potency is best loved by Afrikaans speaking South Africans. To enable DGB to effectively reach these individuals, TLC initiated an entirely new washroom frame network in South Africa’s outlying, predominantly Afrikaans speaking areas.

Encompassing 50 selected bars and nightclubs throughout the main city as well as outlying areas of South Africa, Potency will showcase its smart creative appealing to the Afrikaans market and in the process create instant recall when consumers stock up at the bar.

 “This is a first ever for TLC,” says TLC’s MD Andrew Kramer. “We basically took DGB’s regional target list, established relationships with venues in these outlying areas and negotiated the roll out of a new washroom frame network. The Potency creative will dominate these venues for an extensive eight-month campaign.

 “Targeting consumers in the washroom is the ideal opportunity to gain their undivided attention in a clutter free environment,” he says.  “The added benefit is having Potency available at the point of sale, allowing the consumer to immediately purchase the product, directly after engagement,” he adds.

 Interestingly, according to DGB the Potency target market, aged 18 to 45 years, prefer to consume the shooter as a long drink, combining the shot with lemonade. Through the washroom campaign, DGB is effectively achieving its goal of reminding consumers of the product at the point of consumption.

The washroom media specialist TLC ensured that the Kotex® creative was strategically located inside female washrooms, on two super-sized Mirror Decals and one standard Mirror Decal.

 “The aim of the campaign was to promote the Kotex® brand to women in a dominated environment close to the point of purchase to ensure sales,” says TLC’s Brett Tucker.

Tucker explains that the highly impactful Mirror Decals allow advertisers premium exposure for brands wanting dedicated attention from its target market.

“Kotex’s® placement ensured maximum visibility and retention for the advertiser because potential consumers felt comfortable enough in their environment to take in the message,” adds Tucker.

According to TLC, the objective of the SAB washroom campaign is to reach a multitude of consumers who are 18 years and older, across the race and gender demographic. As consumers frequenting TLC’s Bar and Nightlife holding typically consume alcohol whilst in these public environments, the campaign is poised to allow SAB to pinpoint its audience and drive home the importance of living responsibly alongside alcohol consumption and driving.

The campaign will utilise TLC’s standard Washroom Frames and digital Mirror Media, with each environment having a tailored vernacular message to suit the specific target market.

TLC’s Brett Tucker explains, “This is the first time that a number of languages are being used in different regions. This strategy will guarantee that SAB’s message is relevant and has the highest probability of being understood by the locals.  Initiative Media ensured that the six month campaign took advantage of the common overindulgence behaviour of the festive season.”

“Because of longer dwell time and frequency innate to these environments, SAB has a unique stage to educate the end user. Clever messages crafted by creative agency Black River F.C, skilfully educate consumers rather than shock them,” concludes Tucker.

To promote its phone insurance product, cellular provider Vodacom has returned to Primedia Unlimited subsidiary TLC for a unique washroom advertising campaign.  The promotion aims to communicate the necessity of having cell phone insurance based on how easy it is to misplace a phone, and the subsequent costs involved in replacing it.

Outdoor specialists Posterscope and media partner NotaBene ensured that the Vodacom Insurance campaign targeted higher LSM individuals by flighting the creative in TLC’s LSM A Malls, Cinemas and Planet Fitness washrooms for the campaign duration. Each venue was adorned with 30 life sized decals, die cut in the shape of cell phones.

TLC’s Brett Tucker explains, “The Vodacom decals actually looked like phones and were placed near the hand basins to look like someone had left theirs behind.  Consumers are instantly lured to the decals for a closer look. It really is an effective concept.”

 Five different creative executions were used to relay the Vodacom Insurance campaign, all aimed at demonstrating how easy it is to lose a phone and that taking out cellular insurance with Vodacom makes sense.  The campaign was reinforced by the use of TLC’s standard washroom frames, providing consumers everything they need to know about applying for cover.

“This was one of the most innovative and engaging campaigns that TLC has ever run,” concludes Tucker.

The three-month Glacier Vitamin Water campaign targets high LSM consumers and runs from the beginning of December until the end of February 2010.

According to Ryan Cohen, Sales Director of Primedia Unlimited subsidiary Wideopen Platform, the outdoor specialist draws consumers’ attention to brands in an environment where it’s virtually impossible to miss the advertising message.

While the creative was conceptualised by the Win Win Group, the Wideopen sites situated on the M1 highway between Corlette Drive and Athol-Oaklands in Johannesburg and 47 Buitenkant Street in Cape Town, were booked by The MediaShop.

“These high impact Wideopen Platform sites are known to build brands. This is especially the case with Glacier Vitamin Water, as it is utilising the platform to showcase its different flavours and variants of the drink,” says

Havana Club will feature in 100 of the country’s sexiest and trendiest Nightlife venues using TLC’sMirror Media platform, with the primary purpose of increasing awareness around the availability of the classic, stylish brand.

TLC’s Brett Tucker explains, “The Style Bar venues are the ideal place for Pernod to speak to LSM 7 to 10 men and women aged 18 to 40. In the hot summer months consumers gravitate towards the beach and vibey entertainment venues – our Mirror Media network creates a direct avenue into these environments where advertisers can rally awareness and encourage purchase action. Point of purchase awareness for alcohol brands is key to entice the target audience to action.”

The Havana Club campaign kicked off in October andNovember and will commence for a second burst in January and February 2010. According to TLC, Havana Club will be positioned to capitalise on its exposure to over one million ladies and gents each month.

This has never been done before, and the creative effect is brilliant,” says TLC’s Brett Tucker.

Targeting upper LSM students between the ages of 18 and 24, Malibu Caribbean Rum has positioned itself for the ‘cool’ student market, appealing to their beach and party lifestyle during their last term, just prior to the December summer holiday. The vibey campaign urges these consumers to, ‘Get Your Island On!’.

As students file in to write their finals exams of the year, partying is top of mind. TLC’s massive, vibey Door Wraps enable Malibu Caribbean Rum to create buzz and excitement, driving students to its brand new website to enter a competition to win awesome prizes including a Spider Murphy surfboard.

“TLC’s prime washroom advertising platforms target over 300 000 students monthly for Malibu Caribbean Rum, driving stock off the shelf and students to the beach,” adds Tucker.

The female only washroom campaign is promoting MNI Lifestyle’s i-slim Diet Rescue product, developed by the Medical Nutritional Institute. It combats the accumulation of excess body fat or weight gain when ladies have to break their diets during the weekend or whilst at functions.

Brett Tucker at TLC says,” MNI Lifestyle’s campaign will be engaging with women throughout 37 cinema holdings nationally, utilising over 300 indoor billboards for the month of December. Furthermore, MNI has leveraged its communication over February and March across the identical cinema holding, and an additional 23 shopping centres. The entire holding provides the advertiser with over 450 static washroom frames across the country.”

Both the cinema and mall washroom environments are extremely relevant to the audience MNI are targeting. This choice of platform allows consumers the opportunity to take on key messaging and information required in utilising the product correctly.

“MNI are regular uses of the TLC platform, predominantly based on previous year’s success in similar categories across both these holdings,” says Brett.

According to Brett Tucker, the National Sales Manager of TLC, Inteflora 250 is effective in the prevention and treatment of antibiotic-associated diarrhoea, colitis and thrush, making the privacy of washroom media the ideal advertising platform to bring its message across to consumers in an environment where they are open to, and will absorb, the message.

“The national, strategic campaign utilised two different creative approaches, targeting the broad, health-conscious consumer market at 10 airports and 26 Netcare hospitals,” he says.

Adcock Ingram’s previous TLC campaigns have resulted in increased brand awareness, sales and market share.

“This particular campaign was no different, resulting in increased Inteflora 250 sales and market share over the campaign period,” Tucker concludes.

The campaign saturated the male cinema washrooms in Sandton City and Cresta shopping centres, as well as selected gyms throughout the country,” says Brett Tucker, National Sales Manager at TLC.

“The slick creative was applied mainly to the award winning door wrap medium, supplemented by standard frames,” he says.

Long standing client DSTV utilises TLC’s washroom media for a variety of awareness campaigns and to announce the launch of upcoming series’.

The campaign assured consumers that Aspen’s fast releasing tablet works in 15 minutes, relieving various types of pain. This is unique for a product in this category.

According to TLC’s Brett Tucker, the creative was located inside male and female washrooms at 26 Netcare clinics, 35 Medicross clinics, 28 sports clubs and all 91 of TLC’s gym holdings, with advertising messages geared to suit gender and the environment.

“The campaign enjoyed tremendous success, with a massive positive response recorded at the call centre, and the Medical Board requesting further information about the product,” adds Tucker.

Selecting high traffic malls Sandton City, Eastgate, Hyde Park, Menlyn, Gateway, the V&A Waterfront and Cavendish, creative developed by Ogilvy Cape Town has been extended to a combination of Primall’s branded Escalators, Interior Billboards, Digital Screens, Parkade Billboards, Lift Doors, Hanging Banners and Glass Entrances for one month. The American Express Card campaign aims to bolster its brand awareness and target local and international card members as they go about their shopping ahead of the festive season.

Vanessa Singh, Head of American Express Card Marketing says, “The campaign objective is to ensure that local and international card members become aware of American Express Card acceptance in South Africa through its clear messaging, and in turn drive footfall and increase spend on American Express Cards.

The prominent, larger than life sites combined with the international feel design, is sure to get the message across to American Express’ discerning clients during their retail experience.”

“The X/procure®Mobile interface has the same look and feel as the existing X/procure® procurement system, enabling reps to connect and process orders no matter where they are,” says Acting Managing Director JD Henderson. “In essence, this mobile technology is transforming the future of how pharmacists and doctors will interact with reps.”

X/procure® Mobile supports a wide range of Windows Mobile, Smartphone or Blackberry (RIM) and Notebook hardware. The application also interfaces seamlessly with Microsoft Outlook.

X/procure® Mobile partner and Managing Director of Mint, David Woolnough, explains that X/procure® Mobile is leading the way in pharmaceutical trading. “The new mobile platform offers pharmaceutical reps a massive time and administration saving with its ability to place orders remotely, from anywhere in the country,” he says.

Woolnough endorses X/procure® Mobile’s ability to provide a seamless procurement process which not only ensures fully stocked pharmacy shelves but near real-time feedback on supplier regrets and notification of deals on front shop items.

“We are fortunate in that our manufacturing clients are forward thinkers who readily embrace new technology and were open to running trials with the new hand-held ordering devices,” concludes JD. “By owning a presence both on the pharmacist’s screens and now on sales reps’ mobile devices, pharmaceutical brands are ensured top of mind awareness, at the point of ordering frontshop, OTC and scheduled drugs.”

TLC has engineered an innovative and pioneering media channel called Cubicle Wraps, a first ever in South Africa, with the initial campaign already yielding rapid success in Johannesburg, Cape Town, Pretoria and Durban.

Based on a brief given to Mindshare by Baby Soft® to reach upper LSM female consumers aged 25 – 49, the media agency engaged TLC to be the first to combine its innovative branded Cubicle Wraps in female restrooms across the Ster-Kinekor Cinema Nouveau group, in conjunction with a standard washroom frame campaign in high reach shopping malls and niche Planet Fitness gym environments.

The Cubicle Wrap involves branding the front door and back wall inside the cubicle, creating a holistic and engaging environment. Baby Soft® 3 ply’s clever creative says “Enter our world of Luxury” on the front door with the creative extended to the back wall of the cubicle, creating the appearance of a “throne” flanked by beautiful curtains which was an extension of the “Enhance your Throne” campaign.

To extend the washroom concept, Kimberly-Clark supplied free Baby Soft® 3 ply toilet paper to Cinema Nouveaus and Planet Fitness Gyms for the full two month campaign period, giving consumers access to the product in a brand dominated space.

“The response has been outstanding. Consumers have been massively surprised and delighted by the colourful creative and high quality toilet paper. We believe that this new channel definitely has award winning potential and is creating great talkability,” says Lee Curtis, TLC’s National Sales Manager.

Primedia Unlimited washroom advertising specialist, TLC, has strategically located the creative execution for Brutal Legend in male washrooms, in 37 cinemas across SA during November.

The player of Brutal Legend, a heavy metal roadie, is hurled back in time to the mythical Age of Metal, when the world was formed and ruled by the power of rock.

The campaign, targeting male gamers between the ages of 12 and 35, harnesses consumers’ attention on TLC’s unique full frontal Door Wraps in 11 cinemas, and in TLC’s Cinema Washroom Frames.

“Over 300 indoor billboards effectively communicate the launch of the game, and its character to over 700 000 male consumers in a month,” says TLC’s Brett Tucker.

“TLC in conjunction with EA Games believes in constant innovation, hence this dual platform campaign – the first of its kind in this sector,” he adds.

“SHARP has launched an Aquos range of LED TV screens and wanted strong visual impact in the malls to promote them at this crucial retail-driven time of year,” says Travis Brown, Head of Activations at Mall Active. “To provide the most cost efficient and effective display stand and activation, we’ve devised a multi panelled structure which can be utilised again and again during expos, roadshows or other centre court promotions.”

The modular stand features three curved and two straight sections which can be moved and placed in various poses. “The stand also allows SHARP to display up to ten different television sets or as little as seven if that’s what the situation demands,” says Travis. “The functionality of the unit has been designed in such a way to allow SHARP to use it to display any product from their vast array of offerings, whether it be appliances used in the kitchen or equipment for the office.”

The activation targets primarily male consumers who are techno-savvy and are aware of the benefits of having a top end screen to view their favourite shows. The campaign period is over four weeks leading into December and will be showcased in Sandton City, Menlyn, Sandton Convention Centre during the Sandton AVA show and in Eastgate shopping centres.

“Due to its limited marketing and consumer support in the past, SHARP’s activation was undertaken to increase the brand’s awareness, create a favourable impression and was the perfect opportunity to showcase its new range of TV’s,” he says.

According to TLC Tang has returned to the fold for the fourth year based on the media owner’s ability to be gender specific and targeted at the point of consumption. Utilising TLC’s network of stylish backlit mirrors, Tang is able to engage with over 500 000 ladies monthly as they groom, just moments before their next beverage purchase. Top end venues key to DGB’s strategy including all FTV’s across South Africa, Rhapsody’s and Butcher Boys, to name a few.

DGB’s Tang campaign aims to punt the new range of Tang Shooters consisting of different flavours and varying alcohol contents. Tang Apple Original contains a 12% alcohol volume, Cherry Tang has 24% and Tang Bite has a daring 36%. Sticking with the slogan ‘Tangtalize Your Taste Buds’, DBG marketing manager Alan Strydom believes that every woman has a varying taste regarding flavour and alcohol content. These 3 brands address all these senses.

TLC’s National Sales Manager Brett Tucker says, “Tang’s target market of fun-loving ladies aged 18 to 40 in the LSM 7 to 10 categories perfectly fits the profile of female consumers who frequent upmarket style bars. Our elegant digital mirrors are a sure fire way to catch the eye of and appeal to social, trendy, high end women.”

Specifically aimed at the upper LSM category drawn to the high end stainless steel kitchen appliances, Mall Active facilitated a four-week mall activation for Whirlpool in the busiest and most popular malls in each region of South Africa.

The activation’s central focus point is a stand featuring an elevated high gloss pressed steel floor with products displayed on strategically lit and branded Whirlpool pedestals. A branded banner wall was included to create a larger than life representation of the Whirlpool Goddess brand icon.

According to Mall Active, through securing the centre courts in Sandton City, Eastgate, Cavendish Square and Gateway, Mall Active was able to successfully target the largest number of financially active consumers, whilst they’re in a purchasing frame of mind.

To ensure the experience was reinforced, Whirlpool trained promotional models were equipped with product brochures to effectively engage with the consumer and educate them on the latest offerings. Interested consumers were guided by the promoters to the various participating retail partners in the mall.

Travis Brown, Head of Activations at Mall Active explains “Due to limited marketing resources, the activation was undertaken to increase brand and range awareness as well as to create a favourable impression of Whirlpool. The activation gave Whirlpool the perfect opportunity to showcase its latest innovations and extend the brand’s personality to consumers.”

The new Whirlpool range includes combination fridge freezers, side by side fridge freezer combinations, dishwashers, washing machines and tumbler dryers, all with energy saving intrinsics. Each product has high end design characteristics to fit any household need.

Committed to first-class service quality at every stage in the customer relationship, AMG’s Performance Centres offer consumers a more personalised service.

Targeting upper LSM high-income AMG, Mercedes-Benz and car enthusiasts, the campaign’s mall media element focuses on Exterior Billboards at Gateway during November, and Parkade Wall Branding from mid-November to mid-December at Gateway, Eastgate and Menlyn shopping centres, Montecasino and the V&A Waterfront.

Creative agency Network BBDO cleverly urges consumers to go to the relevant Mercedes-Benz, where “We’re waiting for you!”

“The regional campaign has a very specific creative execution, to ensure awareness of the launch of these five centres. The creative is centred on the concept of a racing pit stop which fits perfectly with our parkade environments,” says Lee Curtis, Executive Head of Sales and Marketing at Primall Media.

“AMG is a highly esteemed brand and thus required interesting and creative executions to do the brand justice,” he adds.

Other elements of the campaign include billboards, press and radio.

TLC’s Brett Tucker says that Reparil Gel is a fast reliever of aches and pains, many of which originate in the gyms during intense workouts. “The campaign ran across our gym network with the intention of engaging with men and women in the LSM 7-10 category, to use Reparil Gel in the event of a strained muscle or other minor discomforts,” he says.

Nycomed strategically chose gyms as a preferred venue, many located in super regional malls, to not only engage with its target market directly but also to advertise its product differently to its competitors.

Primedia Unlimited subsidiary TLC, SA’s leading washroom advertising specialist, is able to successfully capture the attention of upper income, female consumers aged between 18 and 40, with its select mall washroom advertising portfolio.

The Vital ‘Beauty from Within’ campaign draws women’s attention to its four-product supplement package ‘Cosmetics In A Box’, including a multivitamin and mineral containing Omega 3 and 6 and Vitamin B; a Cranberry complex; a fat burner, and a multivitamin for hair, skin and nails.

“Twenty million consumers move through TLC’s 23 malls in one month. Independent mall research confirms that over 70% (14 million) of these are female,” says TLC’s Brett Tucker.

“If we look at these statistics conservatively, if only 25% of these consumers actually go into the washroom, Vital will still secure a reach of 3.5 million economically active consumers. That’s why it chooses TLC’s mall washrooms as its route to market,” he adds.

To launch KFC AM and ensure that consumers are aware of the special, KFC contracted mall advertising specialist, Primedia Unlimited’s Primall Media, to drive consumers into the store from 1 October to 30 November 2009.

According to Lee Curtis, Primall Media’s Executive Head of Sales and Marketing, KFC selected a static Primall package, consisting of four interior billboards within Sandton City’s food court.

“Two of these prominent sites are an impressive five meters high, the third measures in at just under four meters and the fourth site is two meters in height. The Sandton City Food Court sites ensure outstanding exposure for KFC, in an environment where consumers are on the hunt for quick, convenient meals,” says Curtis.

Targeting female consumers, Primall Media’s Digital Ad Screens provide optimum retail reach to deliver to Playtex, Wonderbra and Girls Inc campaign objectives. The Digital Ad Screens are 46 inches, HD LCD portrait screens and incorporate digital store directories.

For the month of October Playtex, Wonderbra and Girls inc are promoting its multiple-product range offerings, doing so by alternating creative each week in the malls which include Eastgate, Sandton City, Nelson Mandela Square, Greenstone, Rosebank Mall, The Zone, Hyde Park, The Glen, Fourways Mall, Menlyn Park, Riverside, Gateway, Midlands Mall, Cavendish, Canal Walk, Green Acres, Vincent Park and Loch Logan.

“The extreme flexibility of our Digital Ad Screens suit the brand requirements; offering high foot traffic reach and the ability to flight a combination of branded 10” ads to showcase the extent of its range” explains Lee Curtis, Primall Media’s Executive Head of Sales and Marketing.

For the one-month campaign the company will be rotating it’s creative to promote its product range with special focus on the Playtex, Wonderbra and Girls Inc brands.

Primall Media’s Digital Ad Screen campaign gives the brands high impact exposure at point of purchase while driving female shoppers to visit nearby in-mall retailers to take advantage of the Wonderbra 25% discount promotion.

As the largest manufacturer of intimate apparel in South Africa, Playtex designers travel the globe frequently to scout for new innovative styling, materials and trends to keep up to date with the growing market as well as to cater for women of all ages and their varied product style preferences.

Targeting LSM 7-10 women aged 25 and over, Emvit CalD 3 will dominate ladies’ washrooms in across TLC’s blue chip shopping malls nationwide for the campaign period.
Andrew Kramer, TLC’s Managing Director explains, “Emvit’s main priority is to cut through the clutter in the vitamin category where most competitors have massive budgets allocated to TV and print. Our washroom platform enables Emvit to affordably reach ladies only, literally on a one-on-one basis in an environment where no other advertising can compete for attention.

I like to think of Emvit as a perfect example of a successful Challenger Brand – a brand which has effectively done more with less.”

Dovetailing with the annual SACSC Special Star Awards, the Footprint Marketing Awards seek to distinguish exceptional shopping centre marketing, innovation, creative achievements and economic success within the property industry.

Primedia Lifestyle holds the record for the marketing company having claimed the most Footprint Marketing Awards ever, an impressive 16 of the total 36 awards available this year. The second company in the running achieved 5 out of 36.

Paul Carsley, Primedia Lifestyle’s Managing Director says, “We’re ecstatic about our awards, it’s an honour to be recognised and held in such high regard by the industry. We’re proud to be able to add these latest accolades to our credentials.”

Targeting both male and female consumers, Safyr Bleu is utilising TLC’s innovative airport washroom holding in all three of South Africa’s international airports, as well as the country’s seven regional ones.

According to TLC’s Brett Tucker, a brand like Safyr Bleu, which has a limited advertising budget, cannot afford to choose a media option that does not deliver.

“Safyr Bleu moves off the shelf! Repeated bookings of TLC’s washroom advertising platform is proof that the brand enjoys impact, significant consumer dwell time and engagement,” adds Tucker.

TLC’s innovative Door Wraps and Washroom Advertising Frames ensure that the creative captures the attention of male and female students between the ages of 18 and 25, who fall within the LSM 7-10 category.

Pushing the Zappa Shooter Extravaganza, TLC has expertly positioned two to three full size Door Wraps and Frames per washroom, on 19 campuses across the country, drawing the attention of over 300 000 varsity students a month. With the washrooms being located in the campus lifestyle centres, we’re able to capitalise on the large amount of time students spend in these zones on a daily basis.

According to TLC’s Brett Tucker, Zappa exclusively dominates the campus washroom advertising arena, with its excellent fire-breathing dragon creative and payoff, ‘Zappa Sambuca – Fire Your Soul’.

“TLC’s washroom media guarantees Zappa Sambuca a captive student audience, who spend a large amount of their time on campus,” adds Tucker.

To ensure effective exposure to LSM 5 to 10 black females, media agency Universal McCann secured a comprehensive holding of 40 flag pole banners at Maponya mall in Soweto, eight interior hanging billboards at East Rand Mall in Boksburg, 15 hanging banners at The Zone in Rosebank, three interior billboards at Waterfall Mall in Rustenburg, six hanging banners and two escalators at Empangeni in KZN and glass entrance branding and interior billboards at The Workshop in Durban.

Lee Curtis, Primall Media’s Executive Head of Sales and Marketing explains, “SoftSheen Carson endorses mall advertising as the medium activates product distribution at the point of purchase. With Dark & Lovely already an entrenched brand, it was a natural progression for the body lotion range to take full advantage of in-mall advertising in and around retail outlets within the selected centres. Our clutter-free platforms will create the desired attention and since ladies frequent mall environments so regularly, it made sense to target them when they are in spending mode.”

Crafted by McCann Erickson, the new body lotion creative showcases the trusted Dark & Lovely brand alongside an attractive young lady introducing the new arrival. Dark & Lovely’s body lotion range offers state of the art technology which provides a unique formula selected from 1 500 natural ingredients, enriched with glycerine, to maintain optimal moisture and Vitamin E to nourish and soften the skin.

TLC latest offer will frames, mirror decals, tester frame and door wraps across 25 top end bars and restaurants.

Andrew Kramer, TLC’s Managing Director comments “The expansion of our black market washroom advertising holding was driven purely by advertiser demand. Our offering is successful in this market and others, because of its direct access to any market, coupled with the medium’s measurability and gender specific nature. We’ve found that as quickly as we secure new sites, advertisers are snapping them up.”

With media strategy support from Starcom, the brand new partnership aims to reach males aged 25 to 45 years of age and encourage them to visit surrounding retail partners Edgars, Foschini, Truworths, Stuttafords, Woolworths, Dis-Chem and Markham to purchase the product.

The one month campaign will be engaging Primall’s Digital Ad Screens, branded Escalators, a Parkade Package, Lift Doors and lnterior Billboards placed in prime spots in upmarket shopping centres Sandton City, Eastgate, Gateway and Menlyn Park.

“Dunhill chose to utilise Primall Media for its 51.3N launch as mall advertising is an effective way to communicate with customers while they are in an environment where their purchase decision can be influenced,” Kyle Mc Sweeney, media strategist at Starcom.

Dovetailing the mall advertising campaign were centre court activations where consumers could sample the new edition. The activation and repeated visual cues dispersed throughout the environments ensured that within minutes of consumers smelling the new fragrance, they could be in store purchasing their own bottle.

Dunhill is a timeless gentleman’s brand with the new 51.3N being highly rated in both fragrance and design.

Thanks to X/procure®’s extensive pharmacy network, slimming aid Maxislim and sexual performance product Maximor will be exposed to more than 63% of South Africa’s leading pharmacies that utilise electronic ordering software.

JD Henderson of X/procure® comments “Maximor and Maxislim opted to use our Intervention Advert as it will allow them to ‘intervene’ as a pharmacist orders a competing product – it’s a hugely popular space. The branded screensaver then compliments the intervention strategy by ensuring top of mind awareness to pharmacists when systems are idle.”

According to X/procure®, advertising on its procurement platform allows pharmaceutical manufacturers to bolster their above-the-line campaigns to ensure pharmacies are well stocked to accommodate consumers driven in-store by main stream advertising. The Maximor and Maxislim campaigns went live nationally on 1 October 2009 and will continue until the end of September 2010.

The Maximor range is formulated from all herbal derivatives, combined to offer a unique blend in the most precise quantities, to yield the best formulas. Maximor and Maxislim require no prescription.

Marleen Simmons, Managing Director at Maximor comments “X/procure®has made it possible for our natural products to directly reach pharmacies and more importantly, pharmacists we may not have been able to reach previously.

”Thanks to X/procure®, Maximor for Men, Maximor for Woman and Maxislim One A Day Original are now visible in pharmacies countrywide, as our advertising pops up on pharmacists’ PC’s, regardless of whether the Pharmacist requested the products. Each pharmacy online with X/procure®will be made aware that Maximor and Maxislim are the Market leaders in Slimming and Libido Enhancement.”

Converse Marketing ManagerEstie du Toit comments, “Converse is worn by people from eight months old to 80 years old. Male, female, black, white brown and purple – everyone all over the world loves Converse. We felt that Wideopen’s large format network, in the heart of our city centres offers a unique opportunity to showcase the range to the masses.”

In Joburg the Converse secured a city package consisting of eight sites, plus two stand alone Mega Sites in the city centre, one in Braamfontein and one along the M2. Soweto boasts 18 sites, a further Mega Sign in Cape Town and three in Durban. The first colourful site rolled out in August followed by further roll outs over September and October. The campaign will dominate its holding until December.

Ryan Cohen, Sales Director at Wideopen adds, “Our City Package allows Converse exclusivity across the capitals, visible to the desired fashionable and culturally active pedestrians and commuters.”

According to Converse, each sneaker undergoes rigorous quality testing to make sure consumers get a product that will last a lifetime. “Consumers have come to love Converse for its edgy fashion and longevity. We’re delighted to take advantage of Wideopen’s offering to ensure consumers are aware that the same quality is available in alternative styles under the Converse brand,” concludes du Toit.

“Although it was a short campaign, the location and creative execution ensured heightened relevance of AXE’s new variant,” says AXE strategist Wayne Bishop. “Four claw marks appear to have been torn through the actual artwork – it’s highly impactful and justifies the dwell time inherent in the channel’s consumption characteristics.”

Carefully targeting a very specific male audience for an intense one month period, washroom advertising specialists TLC pinpointed thirteen national malls in which to showcase the mock leather creative. In addition to gender segmentation, product exclusivity was the key ingredient to a successful launch.

“The washroom ads ran in conjunction with a national television and radio campaign to maximise levels of retention and awareness,” says Brett Tucker, TLC National Sales Manager. “AXE and the agencies involved have been thrilled with the results of having a captive audience in an area it was able to dominate.”

Media agency Nota Bene and outdoor specialists Kinetic, strategised and booked the campaign whilst The Hardy Boys were responsible for the creative execution.

Whilst consumers stroll through the selected centres, Primall brings the Stuttafords message to them in big brand fashion via its Digital Ad Screens, branded Escalators and Lift Banners. The combination of media ensures that the consumer’s attention is dominated repeatedly and the maximum number of passing shoppers are reached. The Digital Ad Screens close the advertising funnel by allowing consumers a tactile interaction with the promotion.

Lee Curtis, Executive Head, Sales and Marketing at Primall says, “During recent years, in-centre advertising has allowed the influence of brands to extend from the point of sale to unique, innovative areas within the centres. Our exclusive mall advertising rights allow us to provide clients with a unique and targeted advertising platform which reaches the critical masses, therefore we’re confident that the Stuttafords campaign will be successful in driving feet through the doors of the new store.

Partnering with media agency Metropolis Media, the Stuttafords campaign is scheduled to run for one month, until the end of October.

Media agency Prima + and Sanlam tailored a powerful two-month campaign which is being applied to all Cinema Nouveau washrooms nationwide compliments of TLC’s Mirror Media, to ensure measurable results for Sanlam. Brett Tucker, of TLC commentsthat few other media platform are positioned to hold uninterrupted conversations with such a precisely pinpointed audience.

The Sanlam Liquid creative imitates a mirror frame to cleverly engage potential account holders during their leisure time, asking him the hard-hitting question ‘You may be looking good but can you say the same about your savings?’ “In a day and age where budgeting and financial planning have become a necessity, we’re confident that the Sanlam Liquid campaign will make young men take notice, think more carefully about their current financial portfolio and maintain top of mind presence for Sanlam as a preferred financial services provider,” says Brett.

Sanlam Liquid is the uncomplicated transactional and savings solution, offering exceptional interest returns on low risk savings and investments. Products include financial solutions with duration of less than 5 years, to immediately accessible savings via a debit card, internet transactional facilities, debit orders and several other services.

Cavendish, The Pavilion, Menlyn, The Fourways, Gateway Shopping Centre, Tygervalley, The V&A Waterfront, Canal Walk, Eastgate, Sandton City and The Midlands Mall were chosen by media agency Notabene for their consistently high foot traffic figures. To entice consumers to apply for their Edgars Club Card, eye-catching creative crafted by Jupiter Drawing Room was carefully positioned in the malls.

The extensive campaign included Hanging Banners, Interior Billboards, Escalators, Illuminated Parkade Billboards and Exterior Billboards. In addition, has Edgars secured Digital Ad Screens to strategically target consumers within close proximity to the various Edgars outlets.

Danielle Haggiyannes, Account Manager at Primall comments “We added Digital Ad Screens to the mix to reinforce the static platforms and offered Edgars over 500 000 ad flightings directly to consumers at point of purchase. The units are positioned in prime locations throughout each mall and deliberately target entrances and main retail passage traffic zones.

Lee Curtis, Primall’s Executive Head of Sales and Marketing adds “The mall environment makes an excellent and logical fit for Edcon where our media platforms create unique opportunities for Edgars to communicate directly and repeatedly with consumers giving them an ability to respond there and then to the calls to action.”

According to Brett Tucker, TLC’s National Sales Manager, Ackermans is the second Fashion Frame holding to be signed by the Primedia Unlimited subsidiary. The Ackemans deal was prompted by the success TLC’s JET Stores Fitting Room network, which was commissioned in October 2006. Although fitting room advertising is new to the South African media landscape, it has taken the market by storm over the past three years. The JET space has been fully sold out since its inception and through this success, will hopefully be extended to include the Jetmart holding in 2010.

Ackermans products cater for the entire family – from cute, safe quality products for babies and toddlers, to elegant and sporty styles for parents and the latest trends in fashion for teenagers and kids. The company’s buyers travel far and wide to purchase the best products at the lowest prices.

Top quality brands include Disney, Spiderman, Batman, WWE, Bata Shoes, Waverley Blankets, as well as airtime, cell phones and starter packs from Vodacom, MTN, Cell C and Telkom.

“The vast range of brands sold at Ackermans enables TLC to open up our holding to a variety of advertisers, creating demand in TLC’s Fashion Frame network,” Tucker concludes.

X/procure®will offer American Piercing Systems its convenient and effective Banner Advert and Screensaver platforms programmed into the X/procure electronic procurement software in order for Studex to remain top of mind amongst more than 1500 pharmacists.

Bronwyn da Costa, Sales Manager at American Piercing Systems comments, “We feel that X/procure®’s unique ordering and marketing tool in pharmacies has the ability to deliver our message directly and efficiently within our individualised market.”

JD Henderson, acting MD of X/procure adds “X/procure®is the only platform in the pharmaceutical market which allows advertisers direct access to pharmaceutical and front shop decision makers at the point of procurement. Because the system is typically used for the bulk of a pharmacy’s ordering nationwide, it provides American Piercing Systems an ideal opportunity for targeted advertising and awareness building for Studex.”

American Piercing Systems’ Studex product has gained enormous success throughout pharmacies in South Africa and worldwide. This impulse purchase product has no other category competition in the pharmacy.

Positioned as ‘The Real Fruit Cocktail’, Brutal Fruit is SAB’s natural fruit juice and alcohol blend, with flavours including Sultry Strawberry, Lavacious Lemon, Passionate Peach, Manic Mango, Luscious Litchi and new addition Berryluscious.

The Berryluscious campaign will be executed across multiple Primall formats including a Glass Wall, branded Escalators and Glass Entrances in the selected malls to ensure Brutal Fruit’s top of mind close to retail outlets and stimulate demand primarily by ladies but also by their male counterparts.

Lee Curtis Primall’s Executive Head, Sales and Marketing explains, “Brutal Fruit wishes to predominantly target consumers during their night life experience. Given that restaurants are a large anchor for consumers frequenting shopping malls, advertising in this setting offers SAB great value.”

Executed through Primedia Unlimited subsidiary Wideopen Platform, the Cape Town International airport sports striking Europcar branding at its Domestic Arrivals areas.

At OR Tambo International, Europcar branding makes an impact at the airport’s parkade exit.

“Media strategist, planning and buying agency The Media Shop recognise the value these two key positions hold for Europcar,” says Wideopen Platform’s Sales Director Ryan Cohen. “Through stunning creative crafted by Net#work BBDO, passengers either departing or arriving at these airports will have Europcar top-of-mind as a car rental service provider, should they need it.”

The campaign will run into 2010 engaging with local and global business and leisure travellers, primarily in the LSM 10 – 14 brackets.

“Apart from the great local location, the campaign communicates that local Europcar customers can rent cars across the globe,” says Ryan. “This burst plays on the ‘from here to there’ message which has been carried out in various alternative outdoor executions and media platforms.”

Aimed at targeting the affluent interested in lifestyle assets, Lexus secured 1050m2 of prime outdoor space across two Wideopen sites for two months. Ryan Cohen, Wideopen’s Sales Director comments, “The Legacy Corner site at the junction of Maude and 5th Street in Sandton and our Reclam site on the M1 next to Melrose Arch ensure regional targeting for Lexus to drive potential clients to the 14 dealerships in surrounding areas.”

Wideopen Platform handled the engineering, logistics, installation and safety aspects of this project, enabling the high profile brand to deliver on two key elements of its brand strategy – impact and relevance.

The Lexus RX SUV campaign engineered by DraftFCB will be extended to cinema in August, primetime television spots on SABC 3, e.tv, Mnet and DSTV until October, print activity until March next year, two months on billboards, two months online and 90 000 direct mail shots will be distributed to areas surrounding its national dealerships.

The new RX450h has class-leading CO2 emissions of only 148g/km – the kind of level normal 1600 sedans would deliver. Yet it is capable of sprinting to 100km/h in 7,8 seconds with every conceivable luxury feature Lexus could include. The only commercially available petrol-electric hybrid SUV in the world, the RX450h combines a 3,5-litre V6 petrol engine with two electric motors to deliver a total system output of 220kW.

Taking centre stage in the buzzing retail environment of Sandton City, ESPN’s NBA campaign has been applied to Primall’s Branded Escalator platforms to create maximum impact.

Booked by media agency Mindshare, the NBA campaign aims to alert passing consumers of the start of the professional basketball league available for viewing on ESPN, and ultimately to encourage consumers to tune in. Michelle Fourie of Mindshare comments “We wanted to place the NBA campaign in an environment with lots of energy, and hence chose the mall setting. One of the major advantages of mall advertising is its ambient nature and ability to be where the action is.”

Booked by NotaBene and created by the Jupiter Drawing Room, the campaign targets LSM 7 – 10 passengers moving to and from the arrivals and departure areas, meeters and greeters, and those moving to and from the multi-level parkade.

“Wideopen Platform’s massive, prime-located airport sites ensure that Sanlam Investment Management’s messages will be exposed to more than a million consumers and executives monthly,” confirms Ryan Cohen, Sales Director of Wideopen Platform.

“
Our travelator and escalator sites have a captive audience for a significant period of time, ensuring clients’ campaigns enjoy a high daily footfall. What’s more, the innovative use of glass and barriers create spectacular, eye-catching advertising that consumers cannot miss,” he adds.

Targeting women aged 25 to 65 and men between 35 and 70, Queenspark’s mall Spring-Summer Collection campaign communicates its effortless style on credit to the fashion conscious shopper, gaining their attention as they park their cars, before they begin their shopping experience. Lee Curtis, Primall’s Executive Head of Sales and Marketing explains, “For Queenspark it was important to gain targeted exposure within a specific environment where reaching this target audience could be guaranteed.

Primall’s parkade packages provide dominance and ownership of parkade space by utilising large back illuminated billboards across one parkade level. The featured brand is the first and last brand in consumer’s minds when entering and exiting the mall.”

Queenspark has given the Spring-Summer campaign a national footprint by combining mall advertising with a SMS, print, brochure and website drive.

The beautifully feminine Queenspark Ladiesware Collection offers fabulously fresh top-to-toe dressing, with signature embellished pieces. For men Queenspark offers easy-to-wear fashion with exceptional style and quality at affordable prices.

According to Travis Brown, Head of Activations at Mall Active, the consumer-engaging activations were held over two days each at the Jabulani, Clearwater and Menlyn Park malls and Sandton City. “Our Sandton event hype resulted in Pakistan and Sri Lankan TV stations shooting from the activation area and ESPN arriving to report on the ICC Champions trophy,” says Brown.

Paying special attention to children, Mall Active gave them and their parents the chance to win tickets to the fast-paced ICC Champions Trophy cricket matches.

“The ICC Champions Trophy is geared towards the entire family as a fun-filled day of entertainment, while supporting team SA and cricket as a whole. That’s why our activations were aimed at drawing the attention of all age groups,” he says.

The activations offered consumers two innovative ways of winning over 700 tickets to one of the games..

The Hitting Net, an enclosed cricket pitch 15m x 3m in size, featured a bowling machine and various targets that consumers had to hit into targets when they struck the cricket ball to win tickets. Those that missed still walked away with branded ICC t-shirts.

The Bowling Net, a similar concept to the Hitting Net but only 5m x 3m in size, was constructed to give younger children, and consumers that didn’t want to physically hit a ball, a chance to win tickets. This activity enabled the target market to throw cricket balls at various targets to score. ICC branding was developed and placed in and around the nets to create a dominating ICC environment

Mall Active selected highly foot-trafficked malls in close proximity to the stadiums where the games are held namely the Wanderers and Centurion, as they provided a safe environment to engage with children and their parents during their leisure time.

“Consumers were also able to have their photograph taken next to the actual ICC Champions trophy, creating an exciting vibe around the successful activations,” Brown concludes.

Brett Tucker, National Sales Manager at TLC explains the rationale “Motorola’s VE66 handset is unique in that its Crystal Talk Technology blocks out any background noise during an active call. In vibrant and busy nightlife environments like pubs, restaurants and bars that’s a great feature to have on your phone!

Launching the Motorola VE66 was therefore a perfect fit for TLC’s Mirror Media and washroom platforms which are based in these relevant upmarket environments.”

With creative designed by Lowe Bull and booked and planned through Page Three Media, Motorola’s communication is being seen by the young and funky men and women who would desire a product like the Motorola VE66, and in an environment where its Crystal Talk Technology can be most functional.

“The handset is being launched through a multi-platform media approach,” says Brett, “including TV, radio, print, washroom and mall media with Primall Media. This of course will be backed by a one month period in 100 Mirror Media venues nationwide.”

TLC’s extensive Mirror Media network is in place throughout the country. Motorola has chosen to secure the following locations for its VE66 launch: Hemisphere, HQ and Caprice in Cape Town, the FTV chain in Johannesburg and in Frankie Bananas venues in Durban.

According to Travis Brown, Head of Activations at Mall Active, a Primedia Unlimited subsidiary, the interactive two-week campaign targeted upper LSM cell phones users, in the market for a business cell phone that would make their life easier. The campaign ran from 13 to 23 August 2009.

Creative agency Idea Engineers and Mall Active developed an appealing display stand and positioned it close to MTN stores in various malls nationally namely, Sandton, Menlyn, Clearwater, Gateway, Pavilion, Northgate, Hyde Park, Canal Walk and Cresta. Mall Active was tasked to demonstrate the ease of using BlackBerry handsets for business purposes.

The campaign called potential MTN BlackBerry consumers to action, as the self contained display stands, sporting campaign messages and fully trained and branded promoters, were strategically positioned close to MTN stores.

“After demonstrating the latest BlackBerry handsets, the promoters encouraged interested consumers to go to the nearest MTN store to sign up for the package,” says Brown.

“The display stand branding was impactful and eye catching and the promoters were well trained, ensuring that consumers were drawn to the display to increase sales,” Brown adds.

The interactive Mall Active consumer campaign coincided with radio and TV ads, further highlighting the latest BlackBerry deal.

Targeting girls aged 14 to 24 years old, the Softlips® campaign consisting of Cinema Mirror Decals reinforced by Cinema Washroom frames, will feature across TLC’s network of 37 of the countries busiest cinemas during the school holidays. Softlips® has created clever ads which showcase the range of ‘Kissing Lips’ designs for its flavours French Vanilla, Cool Cherry, Raspberry Rush and Strawberry Sherbet. The flavours are sexily translated into taglines “French Kiss”, “Heart Racing Kiss”, “Melt My Heart Kiss” and “Air Kiss”.

Softlips® has also secured TLC’s campus washroom holding for the campaign period to target appearance-conscious female students at their Lifestyle Centres. The campus zones ensure exposure to 300 000 middle and high income students.

Brett Tucker, TLC’s National Sales Manager comments, “With many young girls spending a considerable amount of time in front of the mirror at malls, there is no way the flirty teenagers will miss the Softlips® Kisses campaign. Cinema washrooms are packed with teenagers during school holidays, it’s the ideal place for strategic product placement. We’re confident that the campaign will be a huge success.”

Mazda consumers, an upwardly mobile target market between the ages of 28 and 35, could spend as much time as they wanted admiring the appealing new models in the Menlyn Park, Sandton, Eastgate, Clearwater and Maponya malls.

According to Travis Brown, Head of Activations at Mall Active, the specified target audience was identified as those in the market for a new car who seek a vehicle to accommodate their family, and one that remains fun and appealing at the same time.

“That’s why launching this Mazda range worked so well inside shopping malls. The second generation Mazda 3 has been totally revamped to ensure its appeal to the younger market, while still maintaining a family feel,” he explains.

The campaign saw the Primedia Unlimited subsidiary design a custom stand to display the cars. “Mall Active ensured that the development of this stand wasn’t a once off deal. It was produced in such a way that Mazda can make use of it again and again, making it relevant for other models too,” says Brown.

“Mall Active and Mazda enjoyed a very successful campaign, producing 662 leads for the new models. The most deals came from Menlyn Park (135), followed by Sandton (115), Eastgate (145), Clearwater (160) and Maponya Mall (107),” he adds.

Mall Active’s campaign coincided with the TV launch of the new 30” commercial.

Thuli Fihla, Marketing Manager at Simba explains, “Our company has invested hundreds of thousands of rands into the Play Parks initiative, essentially revamping these areas to allow Gauteng’s residents and children to re-connect at a community level. To arrange the logistics, equipment and coordination, Simba has partnered with Primedia Unlimited subsidiary Wideopen Platform.”

Wideopen Platform has custom designed and outsourced the quality, safe, kiddies playgrounds at the targeted sites Zoo Lake, Thokoza Park, Joubert Park and Delta Park, offering safe entertainment in secure spaces.
The first Simba Play Park has already been unveiled and widely used since its opening. Wideopen Platform’s Sales Director Ryan Cohen says, “These new Play Parks are a positive asset for residents, parents and children in the Johannesburg area. Thanks to Simba, they have access to world class equipment, which will greatly enhance quality of life.”
Luther Williamson, the Managing Director of Johannesburg City Parks (JCP) commended Simba for its visionary approach to corporate social investment and reinforced that the playground equipment complements JCP’s approach to providing the best outdoor experience in the city and will ensure that healthy lifestyles are nurtured for all citizens.

There are two types of playgrounds available, one for toddlers under the age of 3 years and the second for children aged 4 – 10 years. The total area of equipment for the toddler zone is 125m2 while the area for the older kids spans 450m2. The jungle gyms have been manufactured internationally from a high grade plastic and secured on cemented mats inlaid with games like hop scotch and snakes and ladders.

Commenting on the importance of play in children’s development, Thuli adds that play is an integral part of building social skills from a young age. “It is where lessons of sharing, problem solving, comradeship and team building are learnt. Play is vital for promoting active and healthy lifestyles in children, and Simba is privileged we’ve been able to assist in a small way,” she says. “Simba is not only funding the development of the Play Parks but is also providing monitoring staff for the respective areas.”

Brett Tucker of TLC comments, “A mass communication strategy was ideal for e.tv as the selected LSM A and B malls and airports are our highest reaching media platforms. With foot traffic of over 35 million people passing through these venues on a monthly basis, we allow advertisers exclusivity to dominate key spaces.

Tucker adds, “Advertisers are finding it increasingly difficult to be noticed through traditional advertising and only advertisers with big budgets are able to make an impact above the line. With our exclusive washroom advertising rights, TLC is able to offer brands far more value through category exclusivity and because advertisers are limited to five national packages at any given time, fragmentation is eliminated.”

e.tv has been a supporter of TLC’s washroom platforms since 2007 and according to TLC, the new one year contract reaffirms the client’s confidence in the effectiveness of this targeted, affordable media channel.

The campaign has been placed in female washrooms in 15 malls and 37 Ster-Kinekor and Nu Metro cinemas across the country until the end of September as a targeted approach to reach LSM 8+ females aged 16 – 36 years.

TLC base their success of the washroom platform on the fact that campaigns can be gender specific, measurable and housed in convenient proximity to retailers. Brett Tucker, TLC’s National Sales Manager says, “Year on year Nampak rotate various brands and communications via our network as they realise the value of targeted exposure in the retail environments, nightlife venues, cinemas and gyms.

The current door wrap creative focuses on Twinsaver’s ‘A Tissue for every occasion’ brand positioning by dovetailing three clever designs on three consecutive doors to create maximum impact and brand retention, appealing directly to ladies.”

According to Vital Health Foods, 80% of women experience the discomfort of urinary tract infections. Armed with these figures, targeting women and offering advice on this sensitive condition at an obvious time was paramount. Vital Cranberry Complex contains Cranberry, an evidence-based natural remedy, Stinging Nettle (a urinary tract antiseptic), Buchu and Vitamin C, for easing and preventing UTI’s.

Brett Tucker, TLC’s National Sales Manager comments, “There are 20 million people moving through the 23 malls per month. Independent mall research confirms that over 70% are female. That gives you 14 million women. Conservatively, if only 25% actually go to the washroom, that still provides advertisers a reach of 3.5 million economically active female consumers. Based on these statistics, Vital Health Foods chose a three month shopping mall campaign as a route to market.”

A second tier to Vital’s wish list was to reach gym users, the body conscious, healthy eaters and supplement takers. For the first time ever, TLC branded fitness balls at all 15 Planet Fitness Gyms in the striking red and white Vital branding.

“Antoinette van der Plas from Carat Media developed the Gym Ball concept. The innovation has never been done before on such a large scale by a commercial brand. It involved purchasing and branding 90 exercise balls in two different sizes for all 15 gyms. Vital needed to find a ‘vital’ touch point for brand reinforcement and communication when consumers are in a health conscious frame of mind. The Exercise ball is widely used in the gym, and it’s a free standing branding opportunity,” says Brett.

For September and October, media agency Carat included TLC’s airport network in the strategy due to the large numbers of people who move through these transit hubs.

Demonstrating its confidence in the medium, Vital Health Foods will also continue its Cranberry Complex communication into TLC’s shopping mall holding in November.

Lee Curtis, Primall’s Executive Head, Sales and Marketing comments, “Blackberry chose to run the Unlimited Benefits mall campaign nationally to drive consumers to MTN stores and stimulate the purchase of BlackBerry handsets. This is the third retail campaign Primall Media has run for Blackberry, which goes to show their confidence in the medium’s effectiveness.”

Media agency Mediaedge combined static mall advertising platforms Directory Units, Interior Billboards and Hanging Banners with Digital Ad Screens in key retail areas. At centre court activations consumers were able to explore the BlackBerry range. “The key to the campaign’s success is ensuring the integration of all touch points to create a multi-sensory experience and guide prospective purchasers to MTN outlets and the Unlimited Benefits packages.

Blackberry’s Unlimited Benefits campaign has taken ownership of Hyde Park, The Pavilion, Fourways Mall and Gateway shopping centres until the end of September.

Virgin Mobile is taking advantage of a host of Primall Media platforms in ‘A’ LSM malls across the country. Being the only product of its kind on the market, Virgin’s cellular brand is leveraging its advertising packages which offer customers a total of R14 400 in free SMSs over a year contract period – a huge saving in anyone’s language.

Virgin Mobile’s big ticket campaign has secured the branding of Eastgate Mall’s parking lot hoarding and ten lift doors, at Menlyn eight illuminated billboards are spread throughout the garage holding. East Rand Mall’s food court and interior billboards communicate with shoppers at entrance 4, and new centre Greenstone, sports three interior billboards in the garden court and one glass lift elevator shaft in each garage parkade in the basement’s lower and upper levels.

In KZN, Virgin Mobile has secured two hanging banner packages close to the Virgin Mobile store in Gateway Centre supplemented with the branding of 58 booms. Upper market Pavilion will showcase nine illuminated billboards throughout its garage holding and billboards have been installed above the lifts in the main fountain court. In Tygervalley, a stand alone escalator set and a glass lift package is branded, while at Cavendish Square main entrance packages include escalator branding and an interior billboard at entrances 1 and 2 have been secured.

Incorporating digital advertising, Virgin Mobile will also be making use of Primall’s Digital Ad Screens in Eastgate, Menlyn, Greenstone, Gateway, Tygervalley, Cavendish Square and Canal Walk.

Lee Curtis, Primall’s Executive Head, Sales and Marketing comments“The key campaign objective is to gain high exposure to core target consumers – metropolitan men and women aged between 25 and 49, in the upper LSM groups, The multi-faceted mall approach ensures repetitive messages to this demographic, highlighting Virgin Mobile’s packages which will entice consumers in-store to see how they can save with the newest offerings.”

The creative agency responsible for the concept development is Open Co with media support and strategy from The MediaShop.

ghd has seen its range of stylers and hair products take centre stage in some of South Africa’s key shopping centres since the inception of the partnership. Most recently promoting ghd’s IV Styler Collection, Primall Media will continue providing ghd with maximum exposure in prime positions through its network of hanging banners, escalators, lift banners at key locationsat V&A Waterfront, Gateway, Menlyn, Eastgate, Pavilion, Cavendish, Fourways Mall, Tygervalley and Sandton City shopping malls.

Christopher Kieffer, Account Manager at Primall comments, “Malls are a perfect fit for ghd. Mature, fashionable and trendy women love to shop and fashion, grooming, style and malls go hand in hand. Mall media offers advertisers maximum reach thanks to the extended dwell time ladies are spending in the retail environments.

The participating upper LSM malls were selected for their ability to perfectly position the premium hair styling brand in an affluent surrounding.

Lee Curtis, Primall’s Executive Head, Sales and Marketing explains, “Sandton City attracts high profile foreigners, sophisticated and affluent cultures, and houses a wide array of luxury goods retailers. Advertising high end products in A-list malls like Sandton City offers a dynamic synergy that has proven to deliver results. The way we package and position our media allows us to break through the clutter and grab the attention of shoppers whilst they’re in a spending frame of mind.”

Sandton City boasts an average footfall in excess of 28.5 million shoppers annually and 2.3 – 2.4 million people per month.

For the next two months, Primall Media’s integrated media platforms of Branded Escalators, Hanging Banners, Lift Doors, Glass Lifts, Parkade Light Boxes and Interior Billboards will encourage shoppers to visit surrounding Playstation retailers to see the deals available for themselves.

Lee Curtis, Primall’s Executive Head, Sales and Marketing says that for a brand like Playstation, malls perfectly target a broad age group of men and women in the LSM 7-10 category. “Primall’s footprint in blue chip shopping centres ensures the highest levels of brand awareness. Our sites can be strategically dominated by advertisers at the most impactful retail location. We enable advertisers to be seen when it matters most – when consumers have the propensity to spend.”

The campaign went national at Gateway, Menlyn Park, East Rand Mall, Greenstone and Sandton City shopping centres.

Having purchased a double package of two out of every three change room frames available throughout the network, Vodacom will be promoting awareness of its various offerings targeting the LSM 4-6 market.

Andrew Kramer, MD of TLC explains “Vodacom’;s national domination of the 220 Jet fitting rooms nationally, allows them to effectively communicate to its target market at the point of purchase with the Jet stores processing over 3.2 million till transactions per month.”

According to TLC the high leisure dwell times in change rooms combined with the large A3 frames in a small area, enables advertisers to reach consumers when they’re more likely to be in a relaxed and happy frame of mind, taking positive cognisance of the advertising message.

Fitting room advertising is fairly new to the local media landscape, however it has taken the market by storm over the past three years. The Jet advertising space has been fully sold out since its inception.

The interactive competition was brought to shoppers via Primall’s innovative digital ads on specialised units positioned throughout Sandton City. The digital campaign enticed shoppers to enter their details on Jenna Clifford’s adverts while learning more about the lavish Home Ware Store located at Nelson Mandela Square.

“TLC’s dominated reach in excess of 20-million feet, across 23 high LSM South African shopping malls, is nothing to be sneezed at,” says Brett Tucker, National Sales Manager of TLC.

Ster-Kinekor has geared its communication to 25 to 50-year-old moms and five to 14-year-old kids, creating awareness of G-Force in Cinema washrooms across the country.

“Mirror Decals and Washroom Frames will sport the alluring creative until the end of August, ensuring prominent, repeated exposure,” adds Tucker.

Focusing its campaign through strategic product placement in the popular Vusi Vuzela series appearing each week in the Daily Sun, McDonalds seeks to increase its market share among hundreds of thousands of blue collar workers.

Subtly interspersed in the ongoing story line of soccer hero, Vusi Vuzela, McDonalds will have rotating advertising banners until the end of September 2009.

“Vusi has become a national hero in his own right, and Daily Sun readers religiously read and follow his antics on a weekly basis,” says Mamba Media Managing Director Craig Nadelman. “The benefits for advertisers who are associated with the success of Vusi and interspersed in the storyline are enormous.”

The campaign strategically launched over the Lions and Tri Nations rugby tournaments, coincided with TV and print elements to target pubs, bars and clubs. These locations were specifically selected as they responsively see a rise in the number of patrons during these periods, purely as consumers favour going to pub environments to watch the games.

The Bic Razors campaign currently dominates 130 of the country’s busiest nightlife venues, and later extends to 25 LSM A shopping malls over the festive season.

Brett Tucker, TLC’s National Sales Manager comments “Key to the campaign’s success was to ensure its exposure in the high foot traffic venues over the heightened sporting season and of course the clever pay off line was geared to draw the attention of the sports enthusiast. The strategy behind placing the Bic campaign in the malls was to hone in on those consumers who are shopping or travelling, and encouraging them to stock up.”

Over 500 000 men pass through nightlife venues each month with foot traffic in the malls reaching over 20 million on a monthly basis.

Making use of Primall’s network of hanging banners, visuals of the products alongside their South African spokesperson Lerato Moloi with glowing skin were displayed prominently in busy malls where women often purchase beauty products. With a target audience consisting of women with active lifestyles, the campaign strategically communicates the benefits of Elizabeth Arden’s 8 Hour Cream Moisturiser SPF 15 and Eight Hour Cream Sun Defence SPF 50 directly to the specified market.

“As Elizabeth Arden’s products can be bought at various retail outlets within V&A, Gateway and Sandton City, our clutter-free platforms created the desired attention,” commented Christopher Kieffer, Account Manager at Primall Media. “Malls tend to be dominated by ladies, and it made perfect sense for Elizabeth Arden to reach them whilst they’re in a store environment.”

The Eight Hour Cream Sun Defence SPF 50 PA+++ provides powerful protection to help shield skin against UVA/UVB rays that can cause sunburn, surface skin cell damage and premature signs of aging. The Elizabeth Arden Sun Cream received ‘Best Sunscreen for Dry Skin’ in Shape Magazine’s Sun Smart Awards May 2009.

In partnership with Jupiter Drawing Room, the Elizabeth Arden campaign will also be seen in print and out of home media.

Boasting an average of just under 1 million visitors per month, Maponya Mall is home to approximately 65 000m2 of retail and office space. Tenants include Edgars, Pick n Pay, Woolworths, News Café, Primi Piatti, Mugg & Bean and many boutique businesses like beauty salons and fashion stores.

Darren Katz, Director at Primall says, “Maponya Mall is our first site in Soweto and we are pleased to offer advertisers wanting to engage the Soweto market, with a targeted advertising approach in the shopping centre space.”

“With a plethora of media types available in our stable, advertisers can effectively communicate brand intrinsics to the upmarket consumers frequenting Kwa-Zulu Natal’s La Lucia mall,” says Primall Media’s Director, Darren Katz.

The Primedia Unlimited subsidiary offers advertisers hanging banners, interior and exterior billboards, digital screen advertising, parkade-, lift- and escalator-branding in its 30 plus venues across the country.

La Lucia mall boasts over 36 000m2 of retail space with 115 stores and restaurants. Tenants include Clicks, Dis-Chem Pharmacy, Edgars, Everfresh Markets, Foschini Group, Mr Price Home, Mr Price Sport, Mr Price Weekend Material, Pick n Pay, Stuttafords, Truworths, and Woolworths.

Targeting unisex LSMs 8 -10 between the age of 20 and 36, Pernod Ricard is promoting its Havana Club Rum and Olmeca Tequila utilising TLC’s pioneering Style Bar Mirror Media whilst and its Red Heart Rum and Ramazoti brands have booked with the Primedia Unlimited subsidiary’s Sports Bar Mirror Media. Malibu and Olmeca Tequila will feature prominently on Campus Door Wraps.

Red Heart’s creative will be featured during November when the Springboks take to Europe, and during the Super 14. “This strategic implementation, during peak audience attendance, ties very closely with Pernod Ricard’s association with Rugby,” explains TLC Head of Sales Brett Tucker.

The Malibu Campus Door Wraps lead into summer, with Olmeca using the Wraps at the start of the year. “Awareness will be created around Olmeca Tequila on our eye-catching Campus Door Wrap during the Varsity Rugby Cup, creating synergy with its sponsorship of the event,” adds Tucker.

The Mirror Media concept comprises a standard mirror, with a custom made backlit LED, which is strategically placed in washrooms. It allows advertisers premium exposure for any brand wanting maximum visibility and dedicated attention from its target market.

“Pernod Ricard has already enjoyed the value that TLC delivers to its above-the-line campaigns and knows that our Mirror Media deliver cut through in the bar environment,” Tucker concludes.

Over the years, the support and admiration of Vusi from both readers and advertisers continues to grow. From a reader’s perspective, Vusi has become an iconic hero which the blue collar worker can relate and look up to. Many readers purchase the Daily Sun specifically to remain up to date with their soccer playing hero’s weekly antics and challenges.

Advertisers like Dettol, KFC, DSTV, Fritos and Strepsils continue to ensure a portion of their advertising budget is dedicated to this platform.

“Product Placement as a medium is nothing new,” says Mamba Media’s MD Craig Nadelman. “However Vusi is different in that readers follow his life story on a weekly basis while advertisers’ product and communication is subtly interwoven into the artwork and storyline each week. In addition, advertisers have access to a banner at the bottom of each week’s feature to reiterate their core messages.”

About Vusi
Vusi Vuzela Soccer Warrior follows the adventures of Vusi from his humble beginnings growing up in a rural township, to finding success as a soccer superstar. He is a hero who places a great deal of importance on family, friends and community spirit. As an integral part of the Warriors soccer team, he is well respected by his team mates.

After his Grandfather, Ezekiel, passed away, Vusi inherited a shard of an ancient kudu horn, which has been passed down his family’s ancestral bloodline for generations. Wearing the horn shard as an amulet, Vusi soon discovers that it is no mere family heirloom. The amulet grants him the amazing spiritual powers and abilities of his ancestral guardians.

Vusi accepts the responsibility of these fantastic gifts, using them to help others, and to put a stop to the evil plans of the dark forces he encounters. Through it all, Vusi continues to work towards his ultimate goal, playing for his country in a world cup tournament.

Reader Insights

Independent research has been conducted to establish the efficacy of this Primedia Unlimited medium.

“We already knew Vusi had become a centre of attraction among Daily Sun readers, but had no idea just how popular,” continues Craig. “The research, conducted by Freshly Ground Insights revealed that 70% of respondents read the comic and 89% consider Vusi a true South African hero akin to the likes of Brian Habana and Makhaya Ntini.”

Awareness of advertisers featured strongly. Spontaneous awareness of product placement within the comic elicited great results – including a 39.8% unaided Dettol recall and Disprin, 36.51%.

The research shows readers thoroughly enjoy the Vusi feature, stating that they ‘liked the story’ (47.21%), ‘it’s very entertaining’ (42.75%) and because of the readers’ love for soccer (42.38%).

“FGI’s findings reiterated the power the cartoon medium has in the right platform,” he says. “Before initialising the campaign, we carefully assessed the paper’s readership and only confirmed advertisers relevant to these consumers.”

“Vusi is a hero in the eyes of Daily Sun readers,” says Craig. “As a soccer hero and as an ordinary South African man facing daily struggles, challenges and opportunities, readers want to be part of his life and as such the weekly full page cartoon series has a massive following with advertisers reaping the benefits.

Mamba Media uses a universal language of expression, drawings, to illustrate desired communication in a memorable and entertaining manner that educates its reader on a particular brand, product or service. These FGI results prove just how effective this dynamic medium is,” he concludes.

Dentyne’s washroom campaign aims to communicate its oral care positioning ’Good for Teeth’ to active, outgoing ladies aged 16 to 34. The advertising strategy includes both washroom frames and Mirror Media to ensure that women are reminded about Dentyne’s health benefits as they look at their smile in the mirror, shortly after seeing the Dentyne advert in the cubicle frame, or just simply seeing the mirror decal ad while looking at their smiles during grooming.

Five separate creatives build the ‘Good for Teeth’ positioning, using the simplistic copy ‘Looking good never tasted so good’, ‘SPF for your skin’, ‘Xylitol for your teeth’,
‘For the health conscious smile’ and ‘it’s what all beautiful smiles are chewing this season’.

Andrew Kramer, Managing Director of TLC, comments that no other media is positioned to possess similar isolated access to a highly targeted audience. “As TLC frames’ dominate their washroom environment, Dentyne too will wholly dominate its selected environments– free of interruptions by competing brands and other media.

Over a million females visit 230 traditional washroom and 600 gym washroom venues in our health network. The five unique creatives are designed to appeal to ladies only using our gender specific platform, combined with wit and beauty benefits.”

Nota Bene, the media agency responsible for the campaign strategy, placed Dentyne in 130 nightlife frames, 100 premium Mirror Media slots and 90 Virgin Active and Planet Fitness gyms nationwide for four months.

Founded in 1996, Primedia Lifestyle specialises in the advertising, marketing and promotion of South Africa’s shopping malls, delivering unique marketing solutions to progress retail sales, increase repeat visits and market share.

Paul Carsley, Primedia Lifestyle’s Managing Director comments, “We’re delighted to have Doug and Linette on our executive committee, they are both thought leaders and contribute huge experience and capabilities to the team. We believe our executive committee is an inextricable force.”

Doug Mayne will command Primedia Lifestyle’s national OMIGPI / SA Corporate shopping centre marketing portfolio while Linette is set to take her portfolio to new strategic heights – focusing on innovation, community programmes and measurable, output based campaigns. “As marketers we need to be smart with our marketing budgets, especially in the current economic climate!” concludes Imrie.

Doug explains “I am hugely appreciative for the opportunity to join the Exco and look forward to being part of the team that takes Primedia Lifestyle to the next level.”

The two month-long campaign saw LSM 8-10 female consumers finding the solution they needed, in the place where they were thinking about it the most – inside the washroom, strategically located on TLC’s national shopping mall washroom frames!

Brilliant creative, toilet paper with the payoff line, “Trouble answering the call of nature? Nature has the answer.” instantly drew attention to the description of the brand, “Agiolax® combines senna and fibre for gentle and predictable relief from constipation.”

“Nycomed has seen great results using TLC’s washroom media in the past. It’s a medium that really works, especially for a product of this nature,” says Brett Tucker, National Sales Manager of TLC.

Puma’s new footwear range called Lift, weighs only 178 grams, comes in a variety of funky colours to suit the active, style conscious individual. The company’s objective is to launch its product in close proximity to the point of purchase. Primall’s access to SA’s top malls, proved the perfect platform.

Primall Brand Manager Gia Conte says “It’s easier to motivate a consumer to purchase a product within a shopping environment than advertising remotely. Dominating the advertising space within the mall environment lends stature to the brand and supplements the brand’s static advertising. The Touch Screens create a comprehensive footprint across the mall enabling Puma to engage a multitude of consumers.”

The multi-platform campaign secures visually impactful sites within the Primedia Unlimited subsidiary’s respective malls, in close proximity to Total Sports stores. The Digital Touch Screens increase interactive visibility throughout the entire mall and act as a teaser to get consumers into the stockist’s stores.

Media agency Zenith Optimedia with the expertise of Primall Media, conceptualised and planned the mall campaign because of its ability to target sporty men and women throughout the nationwide mall network. In the Johannesburg holding, Puma has secured exclusive rights for the six week period to East Rand Mall’s glass lift shaft, glass entrance, branding of one glass entrance, three lift doors and three inside undercover parking areas. Two lift banners and one escalator set at Sandton City will carry Puma’s communication and a massive holding of 22 lift doors dominate Menlyn Mall in Pretoria.

In the Eastern Cape’s Vincent Park, Puma hold six lift doors and one glass lift banner at Edgars Red Square and Telkom Direct whilst in the Western Cape the Tyger Valley Centre sees Puma branding an escalator set, lift flag banners and one glass lift shaft at the House & Home Court. At the prestigious Waterfront shopping centre, an escalator, glass lift, parkade glass branding, and four glass panels have been secured at the Woolworths Parkade Entrance.

Kwa-Zulu Natal’s Gateway Centre boasts a Total Sports Package consisting of four hanging banners and one branded escalator set.

The winning Discovery Diamond campaign’s objective strived to motivate current and potential Discovery Vitality members to upgrade to Vitality Diamond Status. The idea was to treat gym goers as VIPs, indicating the level of service they can expect once they reach Vitality Diamond Status. Entered under the Best use of Out Of Home category, the entrywowed judges with the innovative branding of treadmills in Planet Fitness gyms.

Having created a medium where none previously existed, this year’s judges were left with a lasting impression. Lee Curtis, Sales Manager of TLC stated in the submission that the key message was to drive Discovery as an innovator, to communicate to the consumer that the innovations were tailored for them and to change perceptions of grudge- to pleasure-purchases.

The campaign aimed to evoke Discovery members’ pride, by literally placing them on the red carpet. The communication was honed to where customers would see the message with minimum clutter, whilst in the health and fitness mindset. Gyms where members attain Vitality points were the perfect location as fitness clubs aren’t a grudge venue for people in this tier of the Discovery Vitality programme. Patrons are mostly regular gym goers who enjoy personal health and fitness.

Coupled with the branded treadmills, inviting red welcome mats were placed in front of the treadmills with the wording, “Welcome to Vitality Diamond Status”. The idea came to life through a group effort between Discovery’s advertising agency, morrisjones&co, the communication agency Nota Bene and TLC.

Campaign results saw an increase in call centre enquiries regarding Diamond Status and the desired level of awareness amongst Vitality member gym goers. Over and above this, Discovery pioneered a new channel with key partners, eliminating clutter and allowing greater message clarity in a health-conducive environment.

2009 AMASA Gold winners

* TLC and Nota Bene

Discovery Diamond Status Treadmills – Best use of Out of Home

* Mindshare

Kimberly-Clark SA Babysoft 3 Ply – Best use of Out of Home

Mindshare’s communication goal for Babysoft 3 Ply was to differentiate the product from 2 ply; communicate to its targeted audience that Baby Soft will cater to its market needs, and to find a medium that would communicate benefits and stimulate trial of the product among women aged 25-49, LSM 9-10, described as the ‘status seeker’.
To meet client objectives, Mindshare elected to be the first to utilise TLC’s full cubicle wrap platform. Cinema Nouveau washrooms were selected as they are seen to be the epitome of classical and luxurious movie houses, which fit the brand image. Mindshare briefed TLC to create an innovative means for women to step into Baby Soft’s ‘World of Luxury’.

Trial of baby Soft 3 Ply was ensured as Kimberly Clark provided free Baby Soft product to participating Cinema Nouveau theatres for the duration of the two-month campaign.

* Nota Bene

Unilever Axe – Best use of Radio

In 2007, it became apparent that Axe’s share growth would remain static unless it shifted its targeted market. Nota Bene decided to move Axe’s focus to the Urban Black Youth (UBY). Certain problems faced by the agency included that the brand had no presence in that market since 2003, and that the UBY market didn’t identify with previous Axe communication.

Wayne Bishop and the Nota Bene team were tasked to engage the UBY in a meaningful way, and to reach a 10% share barrier by 2010.

To bring the brand to life, the Cheesegirls Music Band was created. Nota Bene took the activation to the radio sphere to launch the Cheesegirls’ first song. This was achieved by sponsoring the annual DJ event and simultaneously launching the band. Supplementing the radio track, a consumer promotion was created, allowing listeners to vote for their favourite version. In addition, interviews were negotiated with key radio stations to launch the Cheesegirls as if they were a new pop sensation.

AMASA 2009 finalists

Given the stringent judging process, kudos and honourable mentions go to the Roger Garlick Award finalists: Posterscope for J&B in the Best Use of Out of Home category, Mindshare’s Kotex Young campaign in the Best use of Multiple / Mixed Media and MediaCompete for its Audi A4 campaign, entered into Best use of Out of Home.

Sponsored by Oracle Airtime Sales and celebrating its 10th year of calling for entries, the Roger Garlick Award received a fitting tribute to the esteemed accolade, with double the number of entries being submitted this year.

“The Nyathi family is one which the Daily Sun readers will connect and identify with,” says Mamba Media’s Group MD Andrew Kramer. “Each four panel strip discusses issues like creating and sticking to a budget, how making small sacrifices will make a big difference and how to save money. The Capitec strip is created in such a way as not to ‘lecture’ but rather to educate through entertainment.”

The full colour strip aims to entrench Capitec Bank in the minds of the mass market and empower consumers to better manage their finances. “We are at early stages of the communication but so far the feedback from client and readers has been very encouraging,” says Andrew.

“Mamba Media’s format is easy to follow, colourful, educational and builds a positive image around the brand being advertised.”

Pernod Ricard’s initial washroom campaign proved so successful in driving
on-consumption sales that the large international spirits producer has committed to a further one year advertising agreement with Primedia Unlimited subsidiary TLC, with Pernod Double Gold Medal Olmeca Tequila, now signed up to enjoy the lime light.

’Olmeca Extra Aged Edicion’, the Double Gold Medal San Francisco Spirits Competition winner will be sporting its updated creative with during three month advertising burst on TLC’s Washroom Holding network. The re-engineered Olmeca creative boasts a striking black backdrop which is exceptionally eye-catching and prominently stands out on the washroom mirrors.

Aimed at capitalising on TLC’s Nightlife footprint, Olmeca’s sister spirit brands Malibu, Havana Club and Wild Turkey will enjoy an extended campaign which will be seen in 100 of the country’s sexiest, trendiest and most fashionable Nightlife venues such as FTVs and the Bang Bang Club until July 2009.

The beauty of Mirror Media is that it offers category exclusivity and one-on-one brand communication with consumers at the point of purchase which in this case is in exactly the type of sassy environment where Pernod brands are consumed,” says Pernod Ricard’s Seth Perreira.

Icon Media will be supplying 19 Pick ‘n Pay outlets with 12 custom made trolleys per store. The trolleys are specially designed to seat two young children and allow generous space for all Pick ‘n Pay purchases. “Grocery shopping will no longer be seen as a chore, but a fun outing for families as the trolleys enable parents to concentrate on their shopping list without having to worry about keeping the kids happy,” says Andrew Kramer of Icon Media.

The trolley concept is a win-win proposition as parents are able to spend more dwell time in stores and advertisers receive optimum branding on these mobile billboards, right at the point of purchase.

“The trolleys have proved so successful in aiding parents that retailers are often called ahead of shopping outings to ensure that the branded carts will be available. Brand building opportunities include the back and sides of the carts whilst the handles and front panels are incredible call-to-action opportunities, delivering advertisers both brand and retail media platforms,” says Andrew Kramer, Icon Media MD.