To attract the upmarket crowd accustomed to attending Cinema Nouveau theatres, DSTV called on washroom advertising company TLC to assist in increasing awareness and viewership of its Crime & Investigation and TCM channels to this market.

For a period of seven months, concluding in February 2009, the C&I and TCM channel creative will be seen nationally in both men and women’s washrooms.

Sue Rooney, independent media consultant, explains Mindshare’s thinking behind the campaign “Cinema Nouveau’s audiences are a discerning crowd and because of their love for artistic, investigative and eclectic entertainment, are perfectly matched to Cinema Nouveau’s theatres. The choice to use washroom was an obvious one as it reaches consumers at a time when there are no other distractions around, significantly increasing retention of DSTV’s message.”

“Crime & Investigation takes a historical and analytical view of crimes of today and from era’s gone by whilst TCM showcases the timeless ‘golden oldies’ which can be seen time and again and will be for decades to come.”

DSTV has elected to utilise seven Cinema Nouveau venues across Johannesburg, Pretoria, Durban and Cape Town.