Full Article

Campaign measures up for overweight women
TLC Unlimited

Marketers have long known that cubicles in ladies restrooms provide the perfect platform to capture their audience. It’s an environment that Primedia Unlimited’s TLC business has taken full advantage of for advertisers.

TLC’s AntaGolin™ campaign uses both classic frames and floor decals to communicate with its target market – women who are 35 years and over and in the high income groups.

Placed in LSM ‘A’ malls, the artwork cleverly depicts a life-size scale. Placed on the floor of the toilet cubicle, in the user’s line of vision and strategically positioned at their feet, the decal asks a question that is relevant to many women: ‘Battling to lose weight?’.

“The aim of the campaign is to increase awareness around insulin resistance and how it can affect quality of life. The scale visual will ‘speak’ to those women who are battling to lose weight, and the message contained therein will give them comfort that there may be a reason why they find it difficult to beat the bulge, and hope that there may be a solution at hand,” says TLC’s Brett Tucker.

AntaGolin™, from the Medical Nutritional Institute, is indicated for the management of insulin resistance and consists of a unique combination of natural ingredients that work synergistically in order to achieve an optimal outcome with a low side effect profile.

The campaign runs from September until the end of November.

For more information about TLC, visit www.primedia-unlimited.co.za.

TLC Unlimited

TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; GlamCam; Salon Media; TLC Mobile; Fitting Exposure (FashionCam) and Fotoactiv. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.