JOHANNESBURG: Skin care is an important aspect of a teenager's social standing and where better for a skin care product to advertise than where this target market hangs out during the weekend – the cinema. With this in mind, Young Solution has signed a six-month contract with Unlimited's washroom advertising specialist TLC, to promote the brand through a mirror decal campaign.
TLC Joint MD Brett Tucker said, "The six month Young Solution campaign is split into two 3-month bursts. This campaign has two elements benefiting the client, it creates brand awareness amongst the defined target market and educates them about the importance of using effective skin cleansing products."
The mirror decals promoting Young Solution are strategically placed so that when a consumer looks in the mirror their attention is immediately drawn to the brand in an unobtrusive yet effective manner. The campaign ties in with the dwell time of teenagers who would either be applying make-up or looking at the condition of their skin and wondering how they can improve its condition.
A really innovative aspect of the campaign is that the client is flighting cinema advertising at the same time as the washroom campaign. This has resulted in excellent synergy through the dual use of washroom and 'big screen' advertising, creating 'blanket' awareness of the Young Solution brand.