Lihle Mtshali

Lihle Mtshali

Last night, Generations viewers saw the ads created by ditzy receptionist Queen whose proposed advertising campaign for PEP got the thumbs up from the clothing chain.

Today, PEP customers will see the very ads developed in SABC1's 8pm weekday soapy displayed in the clothing chain's stores.

This marks the first time a marketing technique called branded entertainment has been used in South Africa on a large scale.

PEP's advertising agency Zoom pitched the idea after market research found the retailer's customers are also Generations viewers.

PEP's new tagline, best prices and more, was first introduced to Generations viewers six weeks ago when Queen, played by Sophie Ndaba, decided to take a shot at advertising and pitched for the PEP account.

Thereafter the soapy followed her progress, culminating in the big reveal that she won the account.

To add a bit more authenticity to the storyline Queen has been wearing PEP clothes on the programme during the six-week build-up to the launch.

Generations viewers will now see the advertising campaign portrayed in the television series carried out with posters and signage in all PEP stores countrywide.

"It is very clever how the campaign was worked into the storyline and it should create a lot of excitement on the market when PEP's customers see the link-up between what they've been watching on Generations and what's in the stores," said Marketingweb managing editor Gillian Jones.