The Lifebuoy “Enjoy Unbeatable Protection” creative will be in cinemas, B LSM malls and Medicross centres to communicate availability and encourage trial. Brett Tucker, national sales manager at TLC explains, “There was obvious relevance for the soap to be advertised and made available for sampling in washrooms. The platform was further suited due to its gender-specific nature, allowing the client to speak selectively to females - the predominant household purchase decision makers. With the campaign having successfully run in our Middle East washroom environments, we are confident that our South African network will offer the brand the desired mass reach.”
TLC introduced washroom advertising to the South African market in 1996 and claims to be the sole player in this media arena. The agency was the winner of the 2009 Roger Garlick Award for media innovation.
