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Bad date? Just ‘Run Away’!

Not every date goes well! Bad dates happen and sometimes, escape is required. Primedia Unlimited’s TLC provided the perfect environment to communicate humorous snippets on how to escape ‘those’ situations in many relevant environments.

“Diesel Jeans recently briefed TLC Media to run a one month campaign in various environments for the launch of their new jeans – JoggJeans,” says Greg Bruwer, TLC’s Managing Director. “The campaign communicates the many ways one can escape a bad date in relevant environments, reinforcing the Diesel collection of jeans ‘so comfortable you’ll forget you’re wearing them’, even at top speed!”

In order to communicate to the consumer at every possible turn and touch point, Bad Date Survival Tips were placed as decals on change room mirrors in selected Edgars stores and the washrooms of selected shopping malls. These offered advice on many funny ways to escape from an awkward date.

In order to target a wide range of people, the campaign was extended into spaces beyond the Diesel stores and selected shopping malls. TLC presented Diesel’s Bad Date Survival Tips to people in spaces where bad dates happen all the time, like in restaurants and bars through mirror decals and backlit mirror frames.Including the JoggJeans campaign in a gym is perhaps a surprising but a completely natural choice when one thinks about it.  20 Planet Fitness Gyms provided additional outlets to the campaign through to use of A4 frames. While gym-goers were pumping iron or training, they were presented with a Survival Tip and the classic “or just run in Diesel JoggJeans” call to action line.“This was a fun and well executed campaign for Diesel JoggJeans,” concludes Bruwer. “It just confirms that washroom advertising can be fashionable and entertaining at the same time!”

 

TLC Unlimited

TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; Salon Media; TLC Mobile; Fitting Exposure (FashionCam) and Fotoactiv. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.

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TLC’s Salon Media gives Antistax a boost

Hair stylists and their customers share a special bond, they tell each other almost everything. Loyalty between stylist and customer is also very strong, so it stands to reason that advertising in this close knit environment offers great returns.

 “Advertising in salons through our Salon Media business offers advertisers a non-intrusive form of brand recognition that really sticks,” says Greg Bruwer, TLC’s Managing Director. “We teamed up with research company FGI to provide us with a snapshot of pre and post campaign awareness for Antistax, an over the counter treatment for restless legs and CVI (Chronic Venous Insufficiency).

With customers visiting their salon on average 3 times in 8 weeks, 47% of customers found the information advertised in salons as ‘very valuable’.”

107 Respondents were interviewed in salons in Johannesburg and Pretoria with data captured electronically through hand held devices.

When prompted, 58% of customers said they noticed advertising for Antistax within salons. The majority of the respondents (91%) particularly in the pre-test, were unaware of the CVI condition. That figure dropped substantially in the post test to 77%.

“FGI confirmed that at post campaign stage awareness of the CVI condition as well as the product Antistax grew substantially in the post-test results,” says Greg. “The campaign had been in salons for a month, a comparatively short period of time, ) when the post-test was conducted.This coupled with the fact that customers are at the Salon only on average three times in eight weeks proves that Salon Media has had a very positive effect on the awareness of Antistax and the CVI condition in such a short period of time.”

TLC Unlimited

TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; Salon Media; and Fitting Exposure. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.

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TLC and Hubble sign new advertisers

Primedia Unlimited’s indoor lifestyle advertising specialists TLC and Uber’s preferred in-vehicle entertainment partner, Hubble, have jointly signed advertising deals with Samsung, VISA and Nescafe Gold.

“TLC has the exclusive rights to sell high viewability video on Hubble’s interactive touch screens in Uber vehicles,” says Greg Bruwer, TLC’s Managing Director. “It’s an ideal platform in which to engage on a one-on-one basis, with tech-savvy, early adopters in the high income market, and we’re thrilled to have signed on these three fantastic brands.”

Samsung has secured 500 of Hubble screens in Uber vehicles around Johannesburg, showcasing a brand channel and TV reel to promote the launch of two new phones, Nescafe Gold has created a game that consumers can engage with during their commute in 100 vehicles, while VISA is showcasing a TV reel promoting various products.

“The levels of engagement on Hubble’s screens never disappoint,” says Greg, “we’re constantly receiving positive feedback from consumers who regularly interact with the screens, all displaying a high level of brand recall.”

Hubble’s Devon Brough backs these findings: “Statistics have shown the level of engagement on Hubble’s screens to be exceedingly higher than traditional digital advertising. Considering that the user is always in control, it virtually guarantees a positive experience from interested passengers.”The fully interactive advertising platform offers high quality video and interactive content in a captive environment with measurable ROI. Content includes documentaries, comedies, neighbourhood insights, news, sport, weather and things to see and do within Johannesburg and Cape Town. Like the traditional media platform on television, commercials are flighted in between standard content without being intrusive.

“We work extremely well with Greg and the team at TLC and these campaigns are no exceptions – two heads are always better than one, and in this case, we have double the infrastructure, selling power and industry insights,” says Devon.  TLC Unlimited

TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; Salon Media; and Fitting Exposure. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.

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The rise and rise of washroom media

Everybody uses it, we visit it at least a few times a day, we go there on our own and even though we’re only there for a short time, we remember great graphics and clever payoff lines from the washroom.

Industry leader in indoor lifestyle advertising in washrooms, airports, gyms, nightlife, cinema, fitting rooms and many other lifestyle focused environments TLC, is reaping the benefits of consistently delivering massive audiences and high recall at affordable advertising rates.

“Over the past few months we’ve seen brands in the washroom that would normally not so easily consider this environment,” says Greg Bruwer, TLC’s Managing Director. “Brands like Mastercard are relishing the marketing and sales returns of this platform, especially considering the monthly footfall in airports of over 3.7 million people. Conservatively if 75% of those people go through the washrooms, we have a captive audience of more than 2.8 million people focused on one brand. What’s more is that our messaging can be gender specific, making it even more relevant and memorable to the consumer.”

 

TLC has also signed Powerade in its Planet Fitness gym portfolio, a new advertiser to the health group’s 160 000 visitors per month, with messaging specifically targeted and relevant to health and fitness minded people. “To really ensure that Powerade’s brand sticks with gym-goers we’re carrying out activations right there on the gym floor, encouraging active engagement directly with the brand’s target market. As consumers, we’re much more likely to form an affinity with a brand that we’ve had a pleasant experience with,” says Greg. 

“ETV, Primeridian and Samsung are other long terms clients that swear by the platform,” says Greg. “We have the added benefit of a solid portfolio, blue chip brands that keep returning and a strong reputation in the industry as cost effective but providing high value on the ROI monitor.”

TLC’s offering includes standard A4 fames, light boxes, mirror decals, complete door wraps, mall walkway billboards and fitting room branding amongst others.

For more information on TLC offerings contact greg@tlc-media.co.za or visit www.primedia-unlimited.co.za

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Primedia Unlimited’s Bionic rewarded by Facebook

Facebook Marketing Partners has identified Bionic, powered in sub-Sahara by Primedia Unlimited, as its 2017 Innovation Spotlight Award winner in the Omnichannel: Online and Offline Sales category.  The awards call for the year’s most exciting new technologies built on Facebook’s Application Programming Interface (API) to solve marketing challenges.

“Bionic is a platform designed to manage and automate online advertising spend. It works with companies to extract customer insights from the data they already have. At the same time, Bionic leverages Facebook’s Offline Conversions API to measure in-store transactions as they occur—tying companies’ digital ad efforts to offline shopping behaviours such as purchases and coupon usage,” said Facebook Marketing Partners in a statement.

Ryan Williams, Group CEO for Primedia Unlimited adds: “It’s been just over 6 months since Bionic entered the African market to service South Africa and our neighbouring countries and we’re already seeing fantastic results and benefits for our media agency and marketing clients,” he says. “We’re very proud to be associated with a company as innovative as Bionic that seamlessly aligns offline marketing efforts with targeted online opportunities.”

Today’s consumers aren’t only dealing with thousands of advertising and communications messages each day; they’re dealing with mostly irrelevant messages. “Bionic hyper targets consumers according to their online and offline purchasing behaviour by aligning with point of sale technology on the ground,” says Ryan.

Currently operating in 25 markets globally, BIONIC has seen rapid growth in recent years and sees the diverse African landscape as a key territory for the future. With their Intelligent Automation features supported by an experienced team, Bionic has a proven track record globally with many major direct clients and agency partners.

For more information about Bionic or Primedia Unlimited visit www.primedia-unlimited.co.za

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TLC and Hubble partner on dynamic new digital platform in Uber vehicles

Indoor media advertising specialists and Primedia Unlimited subsidiary, TLC, has partnered with Hubble, Uber’s in-vehicle interactive entertainment partner, to sell video content advertising on their platform.

“TLC has the exclusive rights to sell high viewability video on Hubble’s interactive touch screens in Uber vehicles,” says Greg Bruwer, TLC’s Managing Director. “It’s an ideal platform on which to engage on a one-on-one basis, with tech-savvy, early adopters in the high income market.”

Uber passengers spend 20 minutes on average in the vehicle, own a credit card (in many cases multiple cards) and a smart phone. With nothing to do but engage with content, it’s the ideal immediate call-to-action platform.

The fully interactive advertising platform offers high quality video and interactive content in a captive environment with measurable ROI. Content includes documentaries, comedies, neighbourhood insights, news, sport, weather and things to see and do within Johannesburg and Cape Town. Like the traditional media platform on television, commercials are flighted in between standard content without being intrusive.

Statistics have shown the level of engagement on Hubble’s screens to be 75 times higher than traditional digital advertising. Considering that the user is always in control, it virtually guarantees a positive experience from interested passengers.

“We are extremely excited about this partnership and the initial feedback from the market has been very promising,” concludes Bruwer.

For more information on TLC offerings contact greg@tlc-media.co.za or visit www.primedia-unlimited.co.za

TLC Unlimited

TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; Salon Media; and Fitting Exposure. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.

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The fitness industry in South Africa is bigger than you think

According to Statiska (The Statistics Portal)1 and The Economist2 South Africa has the world’s highest fitness club revenue, generating over $900 million annually. What this translates to is that a lot of South African consumers are using gyms in various sizes, shapes and formats to get fit, stay active and be healthy, but some brands are missing the boat.  

“The health and fitness industry is thriving and vibrant consisting of a clientele that spends long periods of time training in a closed environment,” says Greg Bruwer, TLC’s Managing Director. “Being able to target this audience and communicate to this large, affluent segment of the population in a captive environment is priceless.”

As part of the innovative advertising solutions that Primedia Unlimited’s TLC offers in lifestyle environments, the gym environment has certainly become a great space to target these active, image-conscious consumers.

 “Our focus has always been to attain the spot as one of the most progressive media suppliers in the out-of-home advertising space and gym advertising offers the opportunity to brand various elements within the gym space and create ownership,” explains Bruwer. “We have exclusive access to 21 Planet Fitness gyms across the country which equates to over 150 000 monthly gym goers.

We are growing the ad space outside of the washroom, for example, internal billboards in the common areas which have in fact been sold out by the same advertisers for the last 18 months.

It’s not only the traditional brands that utilise this advertising space. Ford, for example, created an exceptionally innovative campaign for its ‘Eco Boost’ campaign, while SlowMag achieved great success through activations by offering effervescent samples.”

Additional advertising properties include traditional A4 washroom frames, branded water cooler stations and treadmills, in-gym activations and the various sized internal billboards around the gym. Advertisers are offered multiple options to own the environment with specific gender targeting to a captive audience through innovative and cost effective communication including social media interaction.

Active research into the Planet Fitness market offers key insights. 76.6% of these gym members classify themselves as the ‘main shopper’ while 61% have confirmed that ‘advertising helps me choose what to buy’. 60% have children, 60% are married and six out of ten are permanently employed. 54% are early adopters and like to try new products. “Membership is slightly skewed towards women which probably explains the 51% that ‘enjoy shopping’,” jokes Bruwer.

“Shedding the kilos, growing muscles and getting fitter has become a daily routine for many South Africans. The numbers prove it. It’s time for more brands to become part of this almost billion dollar a year industry,” concludes Bruwer.

For more information on TLC offerings contact greg@tlc-media.co.za or visit www.primedia-unlimited.co.za

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Greg Bruwer appointed sole Managing Director at TLC

Greg Bruwer, previously Joint Managing Director with Steven Stuart of Targeted Lifestyle Communication (TLC), a Primedia Unlimited company, has taken over the role of sole MD.

“After 15 years of incredible service, Steve has decided to throw all his energy into one of his greatest loves – IT,” says Greg. “We thank him whole heartedly for the time he’s dedicated to growing TLC into the successful business it is today.”

With almost two decades in the outdoor and alternative media sales business, Greg is well placed to take TLC forward. “After an initial two year stint in the printing industry I joined the then GMR Transit Media and TLC which would later become known as Altmedia. During those glory days we were known as the Men in Black, and were always in suits,” he reminisces.

Greg left Altmedia after six years just before it was bought by Primedia Unlimited, choosing instead to join Graffiti at that time to start up their transit advertising business. From there he became one of the founding partners of Massiv TV, where he worked for a period of six years before being re-approached by TLC to join the team once again, which he did in July 2013 as Sales Director.

“It’s quite fitting that I joined TLC right at the beginning of my career and went full circle to join the company again,” he says. “TLC has always been known as a sales incubator for growing great sales talent within the industry and I’m really proud to have been part of that process.”

Greg has extensive experience in the transit and alternative media field and is passionate about the industry. He is encouraged by his heavy work load rather than overwhelmed by it.

“As the Managing Director of TLC I’m intricately involved in all the sales and marketing functions of TLC, and will now be adding the operations and commercial duties of the company too. These include managing the sales team, ensuring that our targets are met, maintaining solid relationships with our landlords etc.”

Greg also ensures that contracts are in place and new areas of growth for the business are identified and rolled out. “Relationships with our clients and agencies is a number one priority, that goes without saying, we have always had amazing relationships with our advertisers and we will continue to build on these.”

“I consider myself a specialist in the perceived ‘hard to sell’ media types, but success is not without consistent hard work,” he says. “A hands-on approach is crucial, I do believe in leading by example and leading from the front, and importantly, without a good team a business can really suffer.”

Empowering his staff has always been high on Greg’s list and the results are evident. “I love the challenge this job offers both me and my team, there’s no better feeling than closing that deal.

I’m driven more by the business doing well than by any other benefit – when the business succeeds, we all succeed. I’m really excited about taking TLC to even greater heights. We have fantastic niched advertising platforms available for our advertisers and we have some very exciting new offerings on the cards.”

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Primedia Unlimited has moved

Primedia Unlimited, South Africa’s leading provider of out of home and ambient media solutions has moved offices.

 The company’s new address is 151 5th Avenue, Sandown. The reception team can be contacted on T: 010 306 5100 or lindaw@primedia-unlimited.co.za for general queries.

“We’re delighted to be in a new space – it’s given us an opportunity to optimise how we work, and more importantly, has given our people a happier, more modern home,” says Group CEO Ryan Williams. “I can’t wait to host our great clients and partners here.”

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Bionic enters the African market with local partners Primedia Unlimited

BIONIC, a successful Facebook Marketing Partner based in Dublin are delighted to announce their entry into the African Market with local partners Primedia Unlimited. BIONIC Africa will be based out of Johannesburg.

The growth and the success of their platform in other markets prompted Bionic to look for opportunities to bring the power of Intelligent Automation algorithm to African shores.

BIONIC COO Patrick Dawson commented, “We are particularly enthusiastic about BIONIC Africa’s early successes in South Africa, and together with our partners in Primedia Unlimited we are committed to supporting great South African and African brands to scale their social media investment efficiently. Our intelligent automation approach, strong local presence and track record in delivering exceptional performance will provide a winning combination for our partners in Sub-Saharan Africa.”

Through a recent partnership deal with major local media company Primedia Unlimited, BIONIC Africa are now supporting and servicing clients from Johannesburg, combining high-level service-expertise with BIONIC’s powerful intelligent automation features. Ryan Williams, Group CEO of Primedia Unlimited says, “With traditional advertising budgets shifting significantly into the digital arena, we are delighted to have such a successful, sophisticated and experienced partner like BIONIC on-board as we grow and develop our business into the future. The level of sophistication of the platform, BIONIC’s impressive track record around the world, their Facebook Marketing Partnership status,  and the massive opportunity for more efficient social media investment create a recipe for success. Success not just for BIONIC Africa, but more importantly for the clients and partners we have been working with over the past 14 years.”

Currently operating in 25 markets globally, BIONIC has seen rapid growth in recent years and sees the diverse African landscape as a key territory for the future. With their Intelligent Automation features supported by an experienced team, Bionic has a proven track record globally with many major direct clients and agency partners.

Imraan Rajab, Head of Biddable & Technology at BIONIC’s existing South Africa clients Mediacom, has said; “We are delighted to welcome BIONIC to Africa and are particularly excited about their commitment to this Region, our continued collaboration with BIONIC and our combined efforts in servicing our local clients. Their subject matter expertise, powerful targeting algorithm and highly responsive servicing have led to great efficiency gains for our clients. We wish them all the very best in this region and look forward to working with their local agile and innovative solution.”

BIONIC Africa have made big strides in the market, also starting work with performance agency Neo @ Ogilvy. Brad Page, Managing Director had this to say; “We’re delighted to have Bionic as a technology partner. Their commitment to agile technology, a strong local presence and outstanding servicing compliments our philosophy. Thus far, I’m witnessing improved efficiencies across time management and campaign results. Looking forward to growing upon the foundation we established last year.”

BIONIC recently attended and presented at both of Facebook’s Performance Summit’s last week, in Johannesburg and Cape Town respectively.

Left to Right: Aidan Baigrie (Client Partner Facebook), Patrick Dawson (BIONIC COO), Nunu Ntshingila (Regional Director – Africa Facebook ), Ryan Williams (Primedia Unlimited Group CEO), Paolo Picazio (Partner Manager SEMEA Facebook), Cian Buckley (BIONIC Business Development Manager – Africa Region), Keith O’Reilly (BIONIC CPO & Director), Aidan Doherty (Client Solutions Manager,

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