Promoting its immune system booster, pharmaceutical manufacturer Sanofi Aventis has tasked washroom advertising specialists TLC with its latest three month awareness campaign for winter hero, Viral Choice.

Targeting family purchase decision makers and health conscious individuals, TLC launched a national campaign in Virgin Active gyms and Ster-Kinekor cinemas around South Africa, allowing Viral Choice to dominate 830 frames in the washroom environment. “Cinema and gym washrooms are the ideal environment to respectively target the economically active and the health conscious, during a captive dwell time,” comments Andrew Kramer, MD of TLC.

“Make the choice, join the resistance” was the clever tag line used in the eye-catching campaign creative which shows a lady in full combat gear, holding a shield, clearly ready for the resistance against colds and flu.

“We’re certain that the combination of Viral Choice’s winning product formulation of Echinacea and other nutrients and strategically selected venues will target the desired LSM 7 to 10 consumers and encourage them to stock up and protect the family this winter. With its latest campaign being yet another in a long list, it’s clear Sanofi-Avents has great confidence in the washroom medium,” concludes Kramer.

The Letter Corporation introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena and winner of the 2009 Roger Garlick Award for media innovation. Maximising the element of surprise, The Letter Corporation brings brands closer to their consumers through communications that captivate and entertain.