Since it introduced the revolutionary concept of washroom advertising in South Africa fourteen years ago, Primedia Unlimited subsidiary TLC has seen top FMCG brands latch on to its clever, focused and cost-effective use of unconventional washroom advertising space.

“The bottom line is that washroom advertising delivers on Ad-Rands,” says TLC’s Brett Tucker. “Based on its effectiveness, clients keep coming back for more!”
Reckitt Benckiser’s skin care range Clearasil, has renewed its cinema washroom holding with TLC for the fifth year. “The highly relevant cinema washroom environments, home to grooming teens, combined with TLC’s constantly innovated media which in turn catches consumer’s attention, are major factors behind the renewal,” adds Tucker. According to TLC its platforms offer advertisers excellent return on investment.

Clearasil’s campaign objectives were to target male and female youths aged 14 – 22 using a new media that would turn heads and create a talking point.  Reckitt Benckiser in partnership with TLC developed a first of its kind washroom ‘In case of emergency’ frame.   The ‘Emergency Frame’ is designed to replicate emergency fire alarm glass to emphasise that in a skin crisis, young adults should reach for Clearasil for fast relief.

Taking place over a three-month burst, the Clearasil campaign will feature its Emergency Frames in 37 cinemas countrywide. Four Emergency Frames will be installed per venue in prominent positions in the washroom environment, alongside decals on basin mirrors.

For more information about TLC, visit www.primedia-unlimited.co.za.

TLC DNA
The Letter Corporation introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena. Maximising the element of surprise, The Letter Corporation brings brands closer to their consumers through communications that captivate and entertain.