Which consumer wouldn’t want to see their face up in lights? Until January 2012, Tiger Brands, OMD and targeted lifestyle communication specialist TLC are flighting an educational campaign for hair styling brand Perfect Touch which will light up shopper’s lives. The national campaign is expected to reach approximately 3.3 million consumers until January 2012.
The Perfect Touch campaign creative cleverly resembles an entourage of paparazzi gushing cameras and flash lights at consumers, elevating them to star status while driving home the message of its range of hair styling products aimed at the LSM 7 – 10.
Engaging multiple TLC platforms, the Perfect Touch women’s hairspray campaign is extended across Mirror Decals and Floor Decals in LSM A malls and cinemas, and supported by TLC’s Coupon Dispensing Frames to encourage purchase and trial. To promote the Perfect Touch male hair styling gels, Tiger Brands has secured TLC’s A4 Mirror Decals in LSM A malls and cinema washrooms.
For the generic product drive, Perfect Touch has booked TLC’s digital Mirror Media in male and female washrooms in bustling Style Bars and Sports Bars across the country.
Brett Tucker, TLC’s Joint Managing Director explains, “Based on very specific locations, washroom media’s ability to be lifestyle and gender specific allows advertisers to hone in on its ideal demographic frequenting venues in our holding. Our approach to targeted lifestyle communication ensures that there is minimal wastage from a spend point of view, plus for Perfect Touch, client is able to encourage one on one interaction with the campaign and gauge actual consumer reach through the coupon units.”