Is it possible to fall in love with someone you have spoken to, whom you may have touched… but have never actually seen? This is the key question posed by BBC’s latest reality TV show called Dating in the Dark. Targeted lifestyle communication specialist TLC has been entrusted to advertise the new series, which takes to South African screens on DSTV.
Contracted by DSTV to raise awareness for the British Broadcaster’s Dating in the Dark series, TLC takes the campaign to Ster Kinekor and Nu Metro Cinema washrooms nationwide to raise awareness amongst 16 to 35 year old entertainment seeking individuals. The campaign will highlight the series and entice viewers to tune in and be part of an experiment in which three men and three women try to find a partner by looking purely with their hearts.
The creative agency, Mortimer Harvey, utilised the Unlimited subsidiary’s Super-Sized mirror decals for the campaign and tailored its communication to leave space between the header and footer of the decal, where consumers faces would be, to cleverly drive home the message that ‘Fortunately it doesn’t matter what you look like when you are dating in the dark’.
Brett Tucker, TLC’s Joint Managing Director comments, “TLC’s mirror decal concept takes advertising to a completely different level, allowing consumers to interact with a brand and have fun with it, and themselves in the process This is quite an interesting series and we’re sure that the combination of its content and our distinctive mirror decals will raise the desired awareness.”
Never before have individuals received the opportunity of meeting and interacting with each other for such a prolonged period without actually seeing one another. Although the participants cannot see a thing, viewers will be able to see everything that is happening.