To promote its phone insurance product, Vodacom returned to Primedia Unlimited subsidiary TLC for a washroom advertising campaign with a difference.
Outdoor specialists Posterscope and media partner NotaBene aimed to ensure that the campaign targeted higher LSM individuals by flighting it in TLC's LSM A malls, cinemas and Planet Fitness washrooms for the campaign duration.
Each venue was adorned with 30 life-sized decals, die cut in the shape of cellphones. TLC's Brett Tucker explains, “The decals actually looked like phones and were placed near the hand basins to look as if someone had left it behind. Consumers were instantly lured to the decals for a closer look. It really was an effective concept.”
Five creative executions were used to relay the campaign, all aimed at demonstrating how easy it is to lose a phone and that taking out cellular insurance makes sense. The campaign was reinforced by the use of TLC's standard washroom frames, providing consumers everything they need to know about applying for cover.
“This was one of the most innovative and engaging campaigns that we have ever run,” says Tucker.
