International and Sharks rugby star Tendai “The Beast” Mtawarira, the face of BIC South Africa, draws male consumers’ attention inside 18 Planet Fitness gym and Cinema washrooms across the country, in a three-month contract with TLC, Primedia Unlimited’s washroom advertising specialist.

According to TLC’s Brett Tucker, BIC has different creative for male and female consumers across both holdings, strategically located in standard washroom frames, to ensure that it generates awareness around its various razor brands.

“Whilst male consumers are urged to ‘Unleash your beast’, the female target audience is swayed by the payoff line, ‘Twice as smooth, twice as sexy’,” says Tucker.

The campaign had a strong focus on sporty target audiences, aged between 16-45. “This is why TLC’s gym holding provided the optimum media platform. It is able to reach men and women individually, bringing BIC closer to its aim of converting this target group to the BIC brand,” adds Tucker.

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.