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Offering the life of a celebrity for a day was the recent campaign run by Aspen for its playful Playboy and Playgirl deodorant brand. TLC, Unlimited subsidiary and washroom advertising pioneers were tasked with creating top of mind awareness for the product in selected venues across South Africa.

Targeting only Playgirl consumers in December with a cinema campaign and both Playboy and Playgirl consumers in Nightlife venues in January of this year, the campaign was run in conjunction with the brand's summer promotion which involved a competition offering finalists the opportunity to choose a celebrity life they would like to live.

"This is the first time Playboy and Playgirl deodorants have taken advantage of our washroom medium," commented Lee Curtis, Sales Manager for TLC. "The online competition was very well received and due to the demographic specific nature of the indoor advertising, Aspen were able to communicate directly with their intended target market, being a younger, funkier crowd moving through cinema and nightlife venues."

Entries for the competition, submitted online, offered the opportunity of living the life of a DJ and rock star among others. Those selected were interviewed on radio and listeners then voted for their favourite contestants. The winners, one guy and one girl, were announced on 9 February 2008. Other fantastic prizes up for grabs included free advanced driving lessons, an adrenalin-filled skydiving experience, helicopter and Moth aeroplane flips, hot air balloon trips, various spa packages and very attractive Playboy and Playgirl hampers.

"Consumers are continually bombarded with advertising, with various brands simultaneously competing for their attention. Our clients realise the advantage they have in making use of the TLC washroom medium is that they own the time and space where their brand is represented, no contest."