Primedia Unlimited’s washroom advertising specialist, TLC, has enabled Matildas – known for its beautiful lingerie and personal products – to communicate confidentially with clients, proving that a little TLC goes a long way to improving relationships.
A4 frames in the washrooms of the nine principal Airports Company of South Africa airports allowed men and women who might otherwise not have lingered over an advert in public, to read and absorb Matilda’s message. The campaign communicates that everyone should have access to beautiful intimate products and sexy lingerie to enhance their love life, and realise that with 100% discreet, comfortable online shopping, they can discover all matildas.co.za has to offer from the privacy of their home.
“The relatively provocative artwork allowed for massive talkability around the campaign,” says TLC’s Tessa Chance. “Our platform allows for a sensitive brand to communicate intimately with consumers on a one-on-one basis.”
Matilda’s Saskia Michel says that they have been receiving photos of the A4 frame from friends since the campaign went live. “The response has been very positive so far and we look forward to the post campaign results.”
Focusing more on Matilda’s lingerie offering, the campaign offers the client a targeted medium that eliminates wastage and provides excellent reach. “Dwell time was also key to ensure that consumers were actually absorbing the messages,” says Chance. A softer approach was taken with regard to the wording and visuals, to make the brand more appealing to the larger public.
The campaign runs in both male and female washrooms, and targets people aged between 25 and 45 in the LSM 8 – 10 bracket. “It is a dual gender campaign that encourages men to buy special gifts for their partners, women to spoil themselves and couples to consider ways of spicing up their love life,” she says.