The Lion Match Company selected washroom advertising specialist, Primedia Unlimited’s TLC, to relaunch its Duel and Loving Touch brands and their new variants via consumer engaging competitions that ran for three months in shopping mall washrooms around the country.
The Duel ‘vibe your ride’ competition targeted men, LSMs 7 – 10, between the ages of 16 and 30 and made effective use of TLC Mirror Decals and Washroom Frames to show the different facial options that men can use to individualise their looks when shaving.
“The Mirror Decal fitted perfectly with the competition, which was all about men shaving to personalise their look. Both media platforms communicated the promotion to win R50 000 to ‘vibe your ride’ in an environment where consumers looked at themselves in the mirror,” says TLC’s Brett Tucker.
The big idea was that men use their facial hair to personalise their look and thus the prize enabled the winner to personalise their car. “The TLC creative enabled our client to execute the big idea by showing men the different facial style options in a fun, quirky way,” says Tucker.
The Loving Touch competition, ‘Love Yourself’, targeted women, LSMs 7 – 10, between the ages of 13 and 30, and encouraged them to enter to win pampering-type prizes that they don’t often spoil themselves with, like spa and fashion vouchers.
“TLC Mirror Decals and Washroom Frames were used to communicate the competition to female consumers and encourage them to enter. The Mirror Decal featured a heart-shape that women could look through, thus cleverly communicating the ‘Love Yourself’ theme,” says Tucker.
“These campaigns were unique and client received a lot of feedback from consumers as they were able to have fun whilst engaging with the brands,” he adds.
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.