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Frames speak for themselves
Primedia Unlimited's indoor billboard advertising arm The Letter Corporation (TLC) has added audio to the frames of its washroom advertising platform. The first advertisers to embrace the new format have been Pernod Ricard's Malibu and Reckitt Benckiser's Dettol.
"Anyone entering the selected washroom environments in which we operate will be exposed to visual advertising messages reinforced by audio messages disseminated from the frames," says TLC MD Andrew Kramer.
The aural communication ranges between 20 and 30 seconds, as selected by the advertiser to suit the chosen product or service. The sound byte only activates when a person is about half a metre from the structure, enabling synergised visual and audible communication.
"Originally run in the North American markets, the technology took two years to perfect," explains Kramer, "We are pleased to introduce the product to South African marketers.
