Posted by: Posterscope SA | June 9, 2009

Creative Washroom Media

Studies show that around three-quarters of diners in a restaurant will go to the toilets at some point during their meal. Clubbers go around 2.9 times during an average evening at a nightclub.

The long dwell times—an average of 105 seconds for women and 55 seconds for men—give people plenty of time to take the information in. We have found that because of the one-to-one nature of the communication, there is high recall: up to 100% recall, and 78% prompted awareness.

Long dwell-time and unavoidable positioning aren’t the only advantages of washroom advertising.

Washroom ads are an ideal medium for gender targeted advertising, allowing to convey a more intimate message.
The advertising takes place in an uncluttered environment, and many advertisers have used the multiple panels in the washroom to provide different creatives that function as a story board.

Furthermore, washroom advertising is a lifestyle targeted medium, meaning that it targets consumers whilst in a proven receptive frame of mind, when working, socialising, travelling, shopping or working out.

Many of the washroom posters have tear off slips attached to the poster, little business card-sized creatives, that can be easily retained in the consumers wallet. Quite often they promise a promotional discount, making it worthwhile for its collector to keep hold of. These slips have proven to generate calls to action, website visits, phone enquiries and sales.

Make no mistake, washroom advertising is very much a broadcast medium: it represents a powerful national branding opportunity.

Some of South Africa’s top brands have successfully used washroom advertising in conjunction with brand domination of the respective venue. Have a look at these creative work from TLC (a division of the Primedia Unlimited Group).

source: The Media influencer 08 June 2009

Arive Alive Floor Decal

Arive Alive Floor Decal

Arive Alive Floor Decal

Arive Alive Floor Decal

Arive Alive Floor Decal

Arive Alive Floor Decal

Arive Alive Floor Decal

Arive Alive Floor Decal

These were done in conjunction with Arive Alive for a anti drinking and driving campaign.

Land Rover Full Washroom

Land Rover Full Washroom

Land Rover made use of this medium to target specific consumers.

Charmin

Charmin

Charmin made use of Washroom to make consumers ‘feel at home’ with the brand.

ESPN Urinals

ESPN Urinals

ESPN made use of urinals in wahsrooms to communicate with their consumers.

Ugly Betty

Ugly Betty

This was used in cinema washrooms to communicate with the viewers.

AXE Peep Hole

AXE Peep Hole

AXE Washroom

AXE Washroom

Washroom Media is a perfect meduim for AXE to target their target market via creative advertising.

Ski Jump

Ski Jump

This cubicle wrap was made to experience the thrill of a ski jump.

Nokia Party in the washroom

Nokia Party in the washroom

Nokia Party in the washroom

Nokia Party in the washroom

For more information or to get your brand noticed with creative washroom media, contact Lana vd Walt at lana@posterscopesa.co.za or 021 794 0860.

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Responses

  1. Cool!


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