Automotive Industry Success stories

Red Cherry in association with the Gauteng Provincial Government and the Renault F1 team is producing the Ultimate Grand Prix Drive. This is a new reality show flighting on SABC 3 every Sunday @ 18h30.

Essentially we are looking for a South African driver to drive the official Renault F1 Team car around Silverstone. We’re just about halfway and are getting closer to finding the South African who will take the Ultimate Grand Prix Drive!

Red Cherry has pulled out all the stops for this promotion, with the media, production and mobile division working in alignment. Along with negotiating the media platform and producing the show, Red Cherry’s mobile division has also created a mobile game for the concept.

The game is available to download by sms'ing “Game” to 37970 (R7.50 per sms) By downloading and playing the time trial and posting their score, people can stand in line to win an official signed Renault Racing Suit and Helmet!

Another exciting and different development was the creation of Facebook fan page allowing contestants and fans of the promotion to chat amongst each other, get more info on the promotion and keep up to date with all the happenings!

Over 8300 calls were generated from the Toyota Tazz commercial from only 10 ADS UP/WOT'Z UP flightings. On average there were more than 800 viewers that actively participated.

Renault recently launched their brand new Megane into the South African market. After using Red Cherry Television's ADS UP, 3000 calls were generated from 11 spots and Renault sold over 300 cars directly from consumers coming in to test drive.

Along with an awe inspiring commercial, Renault realised they need something extra to increase their noting and liking of their commercial as well as to make it "stand out amongst the clutter".

Renault in conjunction with Red Cherry Television devised a show to flight 3 days prior to the launch of their new commercial. The interactive show was used primarily to highlight the fact that if a viewer went into test drive new Megane at any Renault dealer they stood the chance to win one.

Renault used ADS UP to top and tail 11 spots to run in conjunction with their stand alone commercial and this achieved well over 3000 calls over the one week period. As a result Renault sold over 300 cars directly from consumers coming in to test drive - more proof that using Red Cherry Television works!!

At the beginning of the year, Toyota Automark ran a campaign offering a deposit on a used car. Nearly 12 000 viewers responded to this commercial – we can safely assume that if they called, they had the balance of the money required to purchase the car (or could at least qualify for finance) This is a huge response and a massive database was supplied.

Red Cherry’s Interactive TV Platforms, namely WOT’Z UP & ADS UP were used by Toyota Camry to boost awareness and increase noting and liking for their January campaign.

Red Cherry produced & flighted an extra 10” in tops & tails on all the eTV “WOT’Z UP” spots & the MNet “ADS UP” spots.

A prize of R20 000 cash was supplied by Red Cherry as added value as well.

A question relating to the commercial was asked, whereby the viewer would have to watch the commercial in order to know the answer. The question asked was “What is the color of the Toyota Camry?”(Answer was silver)

There was an amazing 26 827 viewers who sms’ed their answer to the number on screen.

From just 16 spots, that’s an average of 1 677 responses per spot, which is 700% higher than the average of all campaigns on WOT’Z UP & ADS UP in January.

This is from those viewers actively participating with the commercial (actually sms’ing); never mind the many many more viewers passively participating.

The only cost to client was the cost of their spot; everything else was added value, as it is whenever using Red Cherry’s Interactive Platforms.

Red Cherry’s Interactive TV Platforms, namely WOT’Z UP & ADS UP were used by Toyota Corolla to boost awareness and increase noting and liking for their August/ September campaign.

Red Cherry produced & flighted an extra 10” in tops & tails on all the eTV “WOT’Z UP" spots & the MNet “ADS UP” spots.

A prize of R20 000 cash was supplied by Red Cherry as added value as well.

A question relating to the commercial was asked, whereby the viewer would have to watch the commercial from beginning to end, in order to know the answer.
The question was “Name any 3 features of the new Corolla 180i GSX?”

There were 1 873 viewers who called into the IVR line & answered the question!

From just 11 spots the average is 170 calls per spot, which is 6% higher than the average of all campaigns on WOT’Z UP & ADS UP in August

Toyota incorporated the WOT’Z e-TV Platform into their May campaign.

The Interactive concept was used to increased noting of the commercial; create active & passive target market participation; create a point of difference and break through the clutter.

A top & tail were added to the existing commercial, increasing the duration by 10”.
The production & airtime for the extra 10” is all given as added value, when using the Red Cherry Interactive Platforms.
Red Cherry also supplied a R20 000 cash prize!
From just 10 spots, 2336 calls were generated.

At an average of 234 calls, this is 144% more than the average for all campaigns on WOT’Z UP (e-TV).

This high income bracket sports car was a real success for us.
Firstly the call volumes go to prove that high end products are still appealing to our viewers (even though we still offered R20 000) and also to show that creative has everything to do with advertising and response. Before the commercial was used in ADS UP and WOT’Z UP, it was flighted as a stand alone….. Let’s just say its “reputation preceded it” The general response to the commercial was awesome before we did their campaign and it showed in the call response. From a total of 11 Flightings over 12 days it achieved a massive 11 062 calls.

Q: What does the new Toyota MR2 bring out in everybody?

• A: The sportscar enthusiast.
• 97% answered correctly

59% of callers were female – this completely baffled us. The commercial features a guy so maybe caught the women’s eye? We are not sure!

WOT’Z UP TV was used by Toyota Hilux on e-TV, to boost brand awareness and increase noting and liking for their campaign.

Red Cherry produced & flighted an extra 10” in tops & tails, gave away a cash prize of R20 000 & set up the competition lines, all as part of the added value they offer.

Over the 7 days of flighting, there were 6 110 calls received!
From just 9 spots the average is 745 calls per spot.
That’s more than the average of all campaigns on WOT’Z UP

Ford gave away R50 000 deposit on a Ford Ranger. They trick here was that you had to have test driven a Ford to enter
They also asked callers if they had not yet test driven a Ford Ranger, to leave their details and what area they were from, we then supplied all the dealerships with this info on a daily basis and they contacted the people to book their test drive.
Once they had test driven they had to call back and give info on the test drive
Where they test drove
What model (long wheel base/ short wheel base/ as well as exactly which long or short wheel base e.g. 2x4 or 4x4 the engine size etc)
How they enjoyed the experience- i.e. was the vehicle clean/ how was the sales person etc etc
From 17 Flightings, they achieved 2 687 calls which considering all the lengths the entrants had to go to enter, was quite high.
The mechanics of the competition ensured more feet through the doors of the dealerships, and we do not have exact figures but we are pretty sure they made extra sales from people who did not win.
(Remember: there was no top & tail question – the call to action number did not have a question, the condition of entry was to test drive – and we verified that the winner had test driven a Ford Ranger in the period of the competition before we let him win.)

Due to the fact that the price of a Ford Ranger at that time was well into the R100 000’s, and the fact that we only gave a contribution towards the car, we can assume that the people calling had the money or could qualify for the loan of the rest of the money. Once again we can therefore assume that the callers are of a higher income bracket.

Kia flighted their K2700 Bakkie commercial on SAFM & RSG using Red Cherry’s Interactive Radio Platform – SPOT ON.
The existing 20” commercial was “top’ed & tail'ed” by Red Cherry increasing the duration to a 40”, at no extra cost.

From just over 2 weeks of flightings Red Cherry were able to provide Kia with a database of over 90 people who wanted to be contacted by a Kia representative with regards to buying a car!!
This database was provided as added value from Red Cherry.

Fiat Palio incorporated Red Cherry’s Interactive TV Platform, namely WOT’Z UP into their campaign. WOT’Z UP ran across eTV.

The Interactive TV concept was used to increased noting of the commercial; create active & passive target market participation; create a point of difference; break through the clutter and generated research & a database.

A top & tail were added to the existing TV commercial, increasing the duration by an extra 10” – this was at no cost to client.
The top included a question related to the commercial – creating instant interest.

A R20 000 deposit off a new Fiat Palio was up for grabs.
This in turn made the callers extremely targeted, as only those who “potentially” have the remainder of the monies for the car would call.

Over the 3 week campaign period, Fiat Palio generated over 2 150 calls.

Research and a firm database was generated. 241 callers asked to be contacted regarding a test drive of the Fiat Palio & 189 callers asked to receive exciting news from Fiat.
This database is supplied to client at no cost.

Speedy received 925 calls from one flighting on Saturday night on eTV during Tango and Cash. Goes to show that the old movies still have good viewership!

Red Cherry created a promo commercial promoting the two new TWT stores opening in Pretoria – Namely Hatfield and Centurion. We're offering “Tiger bucks” to the value of R4000 as the prize. We also ran the phone line for them. The promo commercial was in Afrikaans as it was aimed primarily at the Pretoria/ Centurion and surrounding areas. It was flighted on Kyknet only and generated a total of 595 calls. Considering the small target audience, the average reach of Kyknet as a channel and the prize being so specifically targeted – this many calls is considered a huge success!!!

Opel have incorporated the Red Cherry Platforms into their new Meriva campaign.
In using ADS UP (MNet) & WOT’Z UP (eTV) there have been over 7 800 calls generated
The eTV Sunday night movie getting close to 1000 calls for one flighting!

There have also been over 400 callers so far, who have requested that an Opel representative contact them with regards to a new car. Red Cherry has supplied this database to Opel.
Sales, sales, sales!

Jurgens Caravans have made use of Red Cherry’s ADS UP Platform on MNet & DStv for their current campaign.

Red Cherry has generated a firm database of all those viewers who would like to be contacted by a Jurgens representative, which could in turn lead to sales of a new caravan!

A firm database is one of the many added value opportunities that Red Cherry offers their clients.