Visitors to King Shaka Airport in Durban will have little doubt that they are in Cell C Sharks territory, thanks to full door wraps used by the leading mobile provider to leverage mileage from its sponsorship of the provincial rugby team.
When Cell C decided that the airport would be the ideal platform to communicate its sponsorship of the Durban based Sharks team, a commercially recognised sporting brand in its own right, they turned to trusted out-of-home advertising space specialist TLC.
“It’s always a pleasure working with TLC and the broader Primedia Unlimited team,” says Wayne Merris, Cell C Executive: Brand & Sponsorship. “They always go the extra mile in trying to understand the client’s needs and to deliver against them in the most creative manner possible, which is a refreshing approach. They are a creative bunch of people who aren’t simply order-takers, which is very welcomed!”
Brett Tucker, Group MD of TLC Unlimited, says they pride themselves on delivering targeted messages to specific lifestyle audiences. Full door wraps covering both the front and back of both male and female washroom toilet doors are used in the Cell C Sharks campaign, which runs from May to October.
“When fans and even opposition teams travel through the airport, they will know they are in Cell C Sharks territory. The idea was also to use the campaign as an entertainment platform in an environment that delivers substantial dwell-time, where we bring the lifestyle side of the players to the fans,” says Tucker.
The campaign primarily targets the upper LSM Durban community who inevitably support the Sharks, as well as rugby fans travelling in and out of the KwaZulu-Natal city for games, business or holidays.
“Apart from the sheer scale of the visuals, the campaign pulled together environment, impact and location, providing a wow factor for the target market,” says Tucker.