Transforming campus washrooms and style bars across the country, Nu Metro Interactive has partnered with washroom advertising specialist TLC and through-the-line agency Phatcat to alert male students and console gamers to the launch of PC PS3 and Xbox 360 game, Just Cause 2. Securing space in 80 Style Bars and three university campuses, the Just Cause 2 campaign goes live for one month.

According to TLC, the campaign mechanics formulated and implemented by Phatcat, were designed to encourage consumers to SMS an entry keyword to stand a chance of winning one of 10 return tickets on 1Time Airline. On campus, Nu Metro Interactive has opted for TLC’s impactful Door Wrap branding to make a statement and draw students’ attention to the availability of the sequel and freebies up for grabs.

In TLC’s network of Style Bars, Nu Metro Interactive will be introducing Just Cause 2 with creative designed by Phatcat, digitally executed on TLC’s electronic mirror media - a stylish six panel back-lit mirror which illuminates the artwork for five second intervals. TLC’s Style Bar holding consists of venues strategically selected for their exposure to the higher LSM market.

TLC’s Brett Tucker comments, “The beauty of washroom advertising is that brands are able to target a specific gender, eliminating wastage and ultimately yielding a more cost effective, targeted solution. Thanks to the dominated approach of our business, exposure is absolute. Nu Metro advertise new gaming releases with us on an ongoing basis, the formula just works.”

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.
Issued on behalf of:                  TLC
                                                Brett Tucker
                                                National Sales Manager
                                                T: +27 11 562 6666

Prepared by:                           Owlhurst Communications
                                                Charlene Dennis
                                                Account Director
                                                T:+ 27 11 234 8983