Which South African city spends the most time on the loo? Whose bathroom breaks are the most regular? Where do people prefer to use the throne — at home or at work? Which city keeps its bathrooms so dazzling clean and white that they rack up the most toilet time in the land?
These are the questions weighing on the good people at Domestos White & Shine. To answer them, they have launched a countrywide Domestos Take Your Time campaign to get South Africans logging their bathroom hours and comparing notes.
The innovative campaign aims to revolutionise the time South Africans spend on the toilet, getting rid of stigma and even encouraging them to brag about it.
"The minute you start spending more time in the toilet, you realise how important absolute cleanliness and hygiene are in this environment," said Ant Borstlap, Senior Brand Manager, Handy Andy and Domestos. "We asked, how would the public react to a product that made every toilet perfect — white and shiny! People will spend longer periods of time in nice, clean toilets. Then we thought, what if we could get the public to take their time while enjoying some great content… because everyone loves a good read in the toilet!"
With this in mind, Domestos White & Shine has partnered with Caxton to build a mobile-only web platform at www.takeyourtime.domestos.co.za that allows users to curate a profile with a custom super-newsfeed of varied content.
"It's the world's first website that gets you to spend more time on the toilet, measures that time and creates a national conversation on social media about taking your time on the toilet," said Borstlap.
The user profiles can display data about the user's total time, average time per visit, weekly comparisons and location.
"Our goal with the campaign is to create the biggest, loudest social conversation around taking your time on the toilet, while providing our consumers with personalised content to enjoy in their bright, shiny toilets." said Borstlap.
The Take Your Time campaign insights will be delivered across social media, supported by graphs and visuals showing the week's toilet trends, as the cities of the nation vie for the title of South Africa's toilet champ.
"We believe this idea can cross audiences, interests and occasions," said Borstlap. "We are excited to be starting a national conversation that is set to revolutionise the way people see their time on the toilet"
Sign up now on www.takeyourtime.domestos.co.za and start enjoying your very own newsfeed.
