South African Breweries (SAB) has contracted Primedia Unlimited subsidiary, TLC, to promote its ’reality check’ alcohol awareness campaign until March. TLC will flight the campaign across its washroom network in style and sports bars and in TLC’s Soweto nightlife and outlying sport bar holdings. The partnership will see SAB dominating 370 venues countrywide for the campaign duration.
According to TLC, the objective of the SAB washroom campaign is to reach a multitude of consumers who are 18 years and older, across the race and gender demographic. As consumers frequenting TLC’s bar and nightlife holding typically consume alcohol whilst in these public environments, the campaign is poised to allow SAB to pinpoint its audience and drive home the importance of living responsibly alongside alcohol consumption and driving.
The campaign will utilise TLC’s standard washroom frames and digital mirror media, with each environment having a tailored vernacular message to suit the specific target market.
TLC’s Brett Tucker explains: “This is the first time that a number of languages are being used in different regions. This strategy will guarantee that SAB’s message is relevant and has the highest probability of being understood by the locals. Initiative Media ensured that the six month campaign took advantage of the common overindulgence behaviour of the festive season.”
“Because of longer dwell time and frequency innate to these environments, SAB has a unique stage to educate the end user. Clever messages crafted by creative agency Black River FC, skilfully educate consumers rather than shock them,” concludes Tucker.