With looming restrictive alcohol advertising regulations on the horizon, Olmeca Tequila is being smart about where it spends its money. The alcohol brand recently ran a two month campaign in selected Nightlife venues through Primedia Unlimited’s TLC business utilising digital and static advertising platforms.
“The purpose of the campaign was to alert consumers that Olmeca was sponsoring two separate block parties in Johannesburg and Cape Town,” says TLC Unlimited’s Group MD Brett Tucker. “The communication included an SMS competition where consumers could win tickets to the events. While competitions add a ‘fun’ factor to any campaign, the element doubles as a measurable tracking device to evaluate the campaign’s success.”
The Olmeca Tequila campaign utilised standard A4 washroom frames and digital Mirror Media components within 264 washrooms of upmarket Nightlife venues, and targeted men and women aged 18-30 in higher income earning brackets.