Washroom campaign linked to SMS competition
A cinema washroom campaign, linked to a SMS competition line, will allow Vitabiotics, developers of Immunace, an immune booster product, to not only measure the response to its campaign but also build awareness of the brand amongst its core target market of the LSM 7 - 10 female vitamin takers.
The A4 creative appearing in TLC's standard washroom frames uses a combination of colourful typography and visual of a healthy and happy woman, which engages them in the cinema washrooms.
The strap line "Tomorrow's Vitamins Today" is followed by a call to action for consumers to SMS their details and stand a chance of winning a two-week free trial of the one-a-day tablets.
TLC's Martin Bain Venn comments, "Based on the washroom media's ability to be gender specific, client is able to hone in on its ideal demographic frequenting washrooms in Ster Kinekor and NuMetro Theatres. Advertising to this specific market ensures that there is minimal wastage from a spend point of view, plus the client is able to gauge actual consumer reach through the SMS mechanism."
