“ASICS is the official technical apparel partner to the Springboks,” says Sarah Lambie, account manager for TLC. “The advertiser wanted to make an impact in fitting rooms with Edgars and did so by utilising our mirror decals to great effect. The creative provides a sense of authenticity and tradition by using the green and gold in its campaign.”
The one month Fitting Exposure campaign promoted the fact that the jersey is available in store and encouraged consumers to get behind the Boks and purchase their fan gear ahead of the 2015 Rugby World Cup.
“We branded the male and female fitting rooms of 20 premium Edgars Stores to reach our consumers while they’re in a relaxed state of mind,” says Sarah. “The additional benefit to clients is the exclusivity in the fitting rooms so there is no competing messaging for our advertisers, prompting greater recall for the brand.”
For more information about TLC, visit
www.primedia-unlimited.co.za.