TLC’s innovative super-sized Mirror Decals drew the attention of Revlon Deodorant’s target audience in the right place, at the right time this season.  The targeted three-month campaign ensured Revlon Deodorant remained top of mind and captivated ladies frequenting Cinema washrooms across the country.

According to TLC’s Brett Tucker, Revlon’s creative made expert use of the Primedia Unlimited subsidiaries’ unique Mirror Decals to target LSM 8+ female consumers, between the ages of 16 and 30, in 37 cinema washrooms nationwide.

“If you’re looking to capture and hold the attention of today’s youth audience, you need to speak to them in an environment where they are open to absorbing the message,” says Tucker. “When visiting a washroom, young ladies generally make use of the mirrors after washing their hands, allowing brands on the mirrors to be emblazoned in the consumer psyche,” he adds.

The campaign’s super-sized floral Mirror Decals were strategically placed across the washroom mirrors, creating a larger-than-life impression that when the consumer walked up to the mirror, she was surrounded by flowers and embraced by the feeling of the essence of the fragrance. Alongside the pack and flowers decal is a second ‘Share your Pink Happiness Moments’ decal detailing the Revlon SMS competition mechanic, supporting in-store promotions.

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.