Being South Africa’s first direct, online life insurer to advertise in the washroom space, 1Life Direct has turned to the expertise of Primedia Unlimited washroom advertising specialist TLC for a targeted four-month campaign.

Aimed at driving home 1Life Direct’s positioning, the campaign developed by Upstream uses the analogy of the amount of toilet paper used during an average bathroom visit to the amount of paperwork generated for insurance claims to emphasise how 1Life Direct’s unique and hassle-free offering requires no paperwork.

After showcasing the typical insurance costs for a range of individuals, the 1Life Direct creative tells consumers “Dial 0860 10 47 91 or simply SMS Life to 40065 and we’ll call you back. It’s that simple.”

Making use of Standard Washroom Frames in TLC’s network of washrooms in Cinemas, ACSA’s ten International Airports, and LSM B malls, 1Life Direct aims to hone in on both LSM 6 – 10 and LSM 4 – 6 category consumers.

TLC’s Brett Tucker comments, “The concept of a paperless approach in an industry known for lots of laborious paper work is a very appealing one - especially to today’s consumer. The combination of coverage in airports, malls and cinemas will ensure 1Life Direct receive the desired exposure across a broad demographic. The campaign really does make one think more carefully about personal coverage and how affordable it is with 1Life Direct.”

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.