Responding to the growing call for attention grabbing face-to-face marketing opportunities, MNet and Mindshare have again chosen TLC to assist in launching another new television series release titled The Mentalist. MNet is boasting super sized, launch mirror decals to build awareness of the new show throughout TLC’s national male and female cinema washroom network for the month of January.

Having successfully launched its predecessors Ugly Betty, Gossip Girl and Dirty Sexy Money through washroom advertising, MNet is introducing its brand new series, The Mentalist, played by Simon Baker, to South African cinema goers in a bid to create hype around the series’ debut, its show times and to serve as a reminder for viewers to tune in each week.

“Clients who visit the cinema washrooms are generally out enjoying themselves and are open to entertainment advertising during an otherwise unproductive time. The captive and uncluttered nature of washroom advertising ensures that the ad will be seen exclusively and retained by the targeted set of consumers,” says Andrew Kramer, Managing Director at TLC.

“MNet recognise the value in alternative means of effective communication like washroom advertising. The proof is in the pudding really, according to AC Nielsen, washroom advertising and awareness levels are significant, delivering close on 100% core message and brand recall,” concludes says Lee Curtis, TLC’s National Sales Manager.

The Mentalist is a story of Patrick Jane, an independent detective working with the California Bureau of Investigation to solve crimes using his unique psychic abilities to see things that other people cannot, noticing the finer details of his surroundings. Previously making a living as a psychic while assisting police on cases, his life changed when he lost his wife and daughter to one of the serial killers he was helping track.

The Mentalist screens each Wednesday at 20:30 on M-Net.