Banking Industry Success stories

Red Cherry Media Holdings, together with Nota Bene JHB, met to conceptualise and activate a television campaign for Nedbank, whereby new consumers opening a Nedbank Current account would receive R750 in this account courtesy of Nedbank – “A Fresh Start with Nedbank”

Red Cherry produced Television promos (launch & maintenance promos) which flighted on SABC, inviting viewers to open a Nedbank Current account and stand a chance to take part in the Game Show. New account holders were asked to sms their account number, and the word ‘FRESH’ to enter the competition.

Six lucky new account holders were randomly drawn to appear on the 2 minute Television shows. These shows flighted once a week on SABC 3 on Wednesdays at 21h27. These new Nedbank customers all won massive cash prizes on this Red Cherry produced Game Show.

The campaign received further ‘legs’ by using Red Cherry’s Mobile Marketing division – Red Cherry Connect. An interactive element was included at the end of each show asking viewers to send in their details if they would like to be contacted by Nedbank to open a current account or stand a chance to be a telephone entrant on the show.
Over 10, 000 entries were generated from the 6 Nedbank Fresh Start shows, and more importantly, over 2 000 firm leads for Nedbank to contact.

African Bank Limited incorporated Red Cherry’s Interactive TV Platforms on SABC & eTV.

The Interactive platforms assisted in increasing noting of the commercial; creating active & passive target market participation; and most importantly generated a database of leads.

A top & tail were added to the existing generic TV commercials.
The top included a question related to the commercial.
97% of all respondents knew the name of the bank, which shows fantastic comprehension of the commercial.

Red Cherry supplied a ‘pooled’ R20 000 cash prize on TV as added value.

A lot of sms’s were generated in just over 2 weeks!
The average no. of sms’s per spot was 63% more than any other campaign for that period.

The most amazing results of the campaign were that 27% of all the respondents wanted to be contacted by African Bank regarding a loan!
These leads were given to African Bank as added value!

To have that number of people interacting with your commercial & asking to be contacted is quite amazing!

Red Cherry Television has just completed a successful TV campaign in seven African countries for Barclays Bank.

Barclays used Red Cherry's interactive TV platform using our 'top and tail' formula. In using Red Cherry, Barclays were able to track the response to their commercial as well as measure the viewer’s comprehension of the ad.

Because of the response mechanism we know straight away if a flighting didn't occur.

We added a 'top and tail' to the existing Barclays commercial. The Top includes a question about the commercial and highlights a prize.
This helps to increase noting of the commercial and break through the clutter. The Tail included an sms entry number for all the African countries participating.

The results speak for themselves with over 120 000 entries received!