Diesel Jeans recently briefed TLC Media to run a one month campaign in various environments for the launch of their new JoggJeans. 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.
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,’ concluded Greg Bruwer, TLC’s Managing Director. ‘It just confirms that washroom advertising can be fashionable and entertaining at the same time.’
TLC (+27 11) 562 6666 greg@tlc-media.co.za www.tlc-media.co.za
