The Standard Washroom Advertising frames inside TLC’s LSM B Mall and Cinema holdings very cleverly draw consumer attention to Twinsaver’s ‘Make the right call’ competition, whilst they are in the washroom where toilet paper is already top-of-mind.
TLC’s Brett Tucker explains, “The Twinsaver one-ply campaign will communicate nationally with grocery buying women, driving them to purchase the brand which offers them the added value of winning great instant and monthly prizes. These prizes include air time, cell phones and cash, all of which are highly valued in the 5 to 7 LSM categories.”
“The campaign mechanics incorporate an on-pack SMS and win promotion, enabling consumers to enter via their cell phones, thereby spurring a call to action,” he adds.
TLC believes that advertising a product such as Twinsaver in the washroom environment not only offers the advertiser a highly relevant target audience, but one that has extended dwell time, not interrupted by competing advertising.
For more information about TLC, visit
www.primedia-unlimited.co.za.