MMDS: IMC Restroom Advertising Medium Tickles Brands

Yetunde Ogundipe-

The Restroom Advertising innovation, introduced by MMDS, an integrated marketing communication outfit in Lagos, is beginning to tickle the fancy of a number of brands.

According to the Managing Director of MMDS, Mr. Mashood Okorejior, the medium is relatively cheap, compared to other outdoor media. “We are acquiring more location in addition to the ones we have to cater for our clients,” he says

Presently, Silverbird Galleria and Nu Grotto, both on the V/Island, as well as the E-Centre in Yaba have been secured. The adverts will start rolling out soon.

The innovation was initiated to create healthy competition among brands as its appeal thrives on the gender-specific outlook; it appeals to its audience as it addresses diverse issues relating to their interests.

“Converting public restrooms to a fun site is our journey motif, with gender specificity. The idea behind this is to capture our target audience directly with the messages intended for them (male and female) at every point in time” Okorejior adds.The rest room advertising is not limited to products that are related to toilets or bathroom-cleaning products, it is also applicable to products like cars, telecoms, energy, utilities, personal hygiene, religious, foods, safe sex campaigns and alcoholic/non alcoholic beverage advertisement.