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TLC secures SLAM business for United 4 Bafana Campaign
Fri, 18 Jun 2010 17:04
Primedia Unlimited’s washroom advertising company TLC has secured the business of SLAM, the Official Licensed Bafana Bafana Merchandise Company. SLAM has committed to a two-month contract to create awareness around its ‘United 4 Bafana’ campaign and punt its official licensed merchandise to South Africans and Bafana fans.
The United 4 Bafana campaign aims to unite the nation in support of Bafana Bafana as well as to give back to commendable and credible charities.
The campaign represents the Official Bafana Bafana Social Project, the only CSI initiative that the South African Football Team will be embarking on for the World Cup. The campaign brings to market a unique wristband which represents a unifying symbol for all South Africans. Upon purchasing the wristband, consumers will pledge their support to the country and the National Football Team.
TLC’s Brett Tucker explains, “This campaign is very close to Bafana Bafana’s heart as it represents the positive legacy that they will be leaving behind after the World Cup. Based on the positive roots of the campaign and the celebrity affiliated Brand Ambassadors such as Bruce Fordyce, Cindy Nell, Elana Afrika, John Allan, DJ Cleo and Dozi, the success of the campaign is certain.” According to TLC to the communication is sure to unite the nation through support of the national team and encourage camaraderie between those wearing their wristbands. SLAM aims to sell 10 million wrist bands by the end of 2010 and donate R10 million to credible charities and the development of football. |
Conceptualised by Ilan Lazarus and Jamie Matthews of Cape Town’s Page Three Media, the washroom campaign spans a mix of TLC’s platforms including standard Washroom Frames, life size Mirror Decals in 35 Super Regional malls and 37 Ster Kinekor and Nu Metro Cinemas nationally.
The creative showcases the United 4 Bafana wristband and a sms competition where consumers can stand a chance of winning 1 of 800 Replica Jerseys each week throughout the World Cup.
The life-size Mirror Decals exhibit the Bafana Bafana clothing range, cleverly positioned to enable consumers to pose in the mirror and appear to be wearing the kit. The decal copy then encourages consumers to upload a photo of themselves onto Facebook to stand a chance of winning a replica Bafana Jersey.
“The alliance between TLC and SLAM is strategic as our media engages consumers within just metres from the point of purchase, at a time when South Africans and tourists are totally fired up about soccer. During this period, conservatively the foot counts through the malls and cinemas are estimated in the region of 30 million, with actual contacts in the washrooms being eight million. For advertisers it’s a dream come true.”
For more information about TLC, visit www.primedia-unlimited.co.za
TLC secures SLAM business for United 4 Bafana Campaign
Primedia Unlimited’s washroom advertising company TLC has secured the business of SLAM, the Official Licensed Bafana Bafana Merchandise Company.
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