Primedia Face 2 Face together with The GTM Agency recently conducted a nine week campaign, 'The Jeyes Strongman Competition' throughout all key township areas in Gauteng and Pretoria.

The objective of the campaign was to re-introduce Jeyes Fluid in the minds of consumers as the brand leader which has been around for 40 years and is still going strong! "No matter what you need Jeyes Fluid for - it always works hard for you and is still the Strong One."

The campaign targeted women aged 25 - 45 in the LSM 1 - 6 sector, particularly consumers who require a strong disinfectant.

Face 2 Face's Glomobile, the latest innovation in mobile outdoor marketing, was very effective in achieving this. (The Glomobile is an advertising medium which combines outdoor advertising with a state of the art sound system and stage facility, allowing the client the ability to run high impact, interactive campaigns both day and night).

The Face 2 Face promoter challenged 20 men from the audience to compete against each other through a range of strenuous physical activities. The prizes generated much excitement and interest from the audiences to participate enthusiastically in the events of each day and the control systems put in place by GTM and Primedia Face 2 Face contributed to the success of the campaign.

In the words of Benny Makgoga - Brand Manager - Jeyes, "The strategy of implementing a communication campaign was well thought out and an enormous success in Gauteng where our key competitors were gradually becoming strong. Through this promotional activity, consumers were engaged actively on the ground, making them excited about the brand in a fun and interactive way.

"The activity focused on entrenching the brand colours, name and iconography into the minds of consumers so that future involvement with the brand would result in instant brand recognition."