Primedia Unlimited subsidiary TLC has achieved yet another first in South Africa when it comes to innovative washroom advertising platforms – the Basin Decal.

Signed by Nampak to market its Lifestyle stretch fit sanitary pad brand in March and April, TLC’s Basin Decal is expertly designed to fit neatly over the basin’s drainage hole.

“The creative resembles the actual product, whilst drawing attention to its unique selling points - its stretch fit and super absorbent core - at the same time,” says TLC’s Brett Tucker.

Targeting female consumers that fall within the LSM 5 - 10 income bracket and aged between 15 and 40, the campaign is currently running in 37 cinema washrooms nationwide. Several decals per washroom have been installed.

“Nampak wanted something new to create and ensure a real ‘wow’ factor. All assuming that consumers actually wash their hands after visiting the cubicle, this exceptional creative cannot be missed. The concept, originally born internationally, is one that will work really well for select South African brands too,” he says. “It’s a platform that creates loads of talkability and interest.”

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.