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TLC drives viewership of e.tv’s new game show, I Love South Africa
TLC Unlimited

Driving the viewership of a new TV game show is key if it is to be successful. Ahead of the pack when it comes to successful marketing, e.tv has selected the innovative washroom advertising platform – offered by Primedia Unlimited subsidiary TLC Unlimited – to ensure significant awareness of its new game show, ‘I Love South Africa’, which aired for the first time in May.

As the country celebrates 20 years of democracy e.tv brings viewers a new, fun-loving game show, I Love South Africa, that’s based on the international show, I Love My Country, which broadcasts in more than 30 countries across Europe.

“I Love South Africa is fresh, it’s comedic and insightful. We live in a vibrant country with positive and fun loving people. It’s a fantastic game show format that celebrates our democracy in a fun and light way that is truly South African,” says Monde Twala, e.tv’s Head of Channels, on the station’s website.

The campaign will see TLC Unlimited Door Wraps generating impact and awareness in 10 LSM A shopping mall washrooms; and A4 Poster Frames delivering key information about the show in 20 LSM A shopping mall washrooms across the country.

Both advertising mediums target male and female consumers, aged 25+ who fall within the LSM 7 – 10 category.

“In today’s fast-paced world advertising has to reach consumers in an environment where they are not distracted and have a few moments to take in their surroundings.
TLC Unlimited’s washroom platforms are successful because they are strategically located in environments when consumers not only have time to read, but also to absorb the message being shared with them,” says TLC Unlimited’s Brett Tucker.