Although some may find the idea of talking to total strangers in airport washrooms a little unusual, product sampling within this situation provided advertiser Airmune with a completely relevant environment to target travellers before they embarked on their journeys. The campaign was executed by Primedia Unlimited’s TLC business.
Airmune is a popular immune system supporter and is designed to be taken before entering crowded environments or at the first sign of colds and flu.
“It is a well known fact that a high percentage of travellers develop flu like symptoms just after flying and prevention is always better than cure.” says TLC Unlimited’s Group MD Brett Tucker. “During this campaign, travellers were exposed to Airmune within the completely relevant and crowded environments of airports.”
The Airmune campaign used classic A4 washroom frames across all nine ACSA airports while 15 524 samples were handed out at Johannesburg, Cape Town and Durban airports over a period of five days.
“This was the first time that we drove the trialling of products in airport washrooms, using the idea of seeing the communication in the frames and then being handed the product. While people were surprised, they recognised the message that Airmune delivered,” says Brett.
For more information about TLC, visit www.primedia-unlimited.co.za.
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.