FMCG Success stories

Red Cherry Media, together with MediaVest (Pty) Ltd, conceptualized, produced and negotiated the media for the “Nespray Family Fun Challenge” a well loved Nestle′ product.
The challenge would see parent/ child teams compete against one another on a Nespray branded obstacle course.
The obstacle course was made easier for kids and more difficult for the parents help of making for entertaining family TV.

Red Cherry produced a 30-second promo which served as a launch and call to entry mechanism. To enter the competition, viewers had to sms in the last 4 digits of the barcode off any Nespray variant with their child’s age and area.
A 30-second maintenance promo was also produced and flighted during the week to remind viewers to watch the show.

On each show, the winning team received the grand prize of R15 000 together with a children’s educational hamper worth R2000.
The second team did not go home empty handed - they won R10 000 together with the R2000 children’s educational hamper.
Everyone was a winner with Nespray!
The Nespray Family Fun Challenge was produced as a 3-minute show which flighted at 19:27pm every Wednesday on SABC 1 from 1st Sept – 17th Nov 2011.

Initially, 8 shows were scheduled but this was later increased by an additional 3 shows due to the success of the campaign.

In addition, each show had a mystery shopper element where shoppers who were spotted buying a Nespray product in-store won goods in their shopping trolleys to the value of
R2 000!
The 3 month campaign proved to be a great success, achieving on the brand objective of increasing top of mind awareness with over 24 000 sms entries received over the duration of the campaign.

Nola & The Agency used Red Cherry Media to run the Yum Yum Peanut Butter promotion.

Red Cherry acted as a 1-stop shop for client by producing the TV commercial, planning & booking the media and also running the mobile marketing applications.

Red Cherry’s Interactive platforms assisted in increasing noting of the commercial; creating active & passive target market participation as well as generating a database of leads for future marketing.

The commercial aimed at the youth market, generated over 27 000 sms’s!

Consumers had to purchase a Yum Yum product and sms the barcode as proof of purchase – making the number of responses even more amazing! The average number of responses per spot was 16% higher in the Yum Yum campaign than any other Interactive campaign running in the same period.

Nearly 20% of all respondents said that they would like Yum Yum to contact them in the future with regards to upcoming promotions. Red Cherry’s Mobile marketing division – Red Cherry Connect, can look at innovative ways of communicating to this database in the future…

When using Red Cherry for ‘Interactive’ campaigns the following is added value: Additional ‘interactive’ airtime; pooled Cash prize; sms line set-up & monitoring; research/ database generation; etc.

The true success of the campaign came not only from the interactive results but most importantly, actual sales. Sales achieved were double the projection!

Objectives:

A mayonnaise brand approached Red Cherry last year to boost their sales over a three month period by 10%. The client only had a series of 15” ads that featured only one product in the range at a time. The promotion needed to include all the products in the range. So, Red Cherry produced a 30” interactive promo-ad that covered he entire product range. We chose to go the “condition of purchase” route as this was the only way to gather some form of results of sales directly linked to the promotion. We simply said: “Phone in with the barcode of your favorite product and you could win one of 5 R20 000 shopping vouchers”

The Results:

Not only did we receive higher calls than the average calls over that period across all campaigns, but the brand successfully managed to increase their sales by 46% over the promotional period.

Red Cherry produced and booked an Interactive campaign for White Star mealie meal.

The aim of the promotion was to create brand awareness for White Star and get the South African consumer involved in the White Star “Reach for the Stars” talent search.

Radio spots made listeners aware that there were going to be several “road shows” around the country where White Star would be looking for the person who could sing the best White Star jingle.

The promotion helped to successfully build the White Star brand as well as create loyalty.

The Brand used ADS UP TV for their campaign. From only 6 flightings incorporating the Red Cherry interactive platforms they were able to generate a database of nearly 2 000 consumers who had not as yet tasted the new product but wanted to. These people provided us with their contact details and client sent them a sample.

The Media agency approached Red Cherry Media to activate a below-the-line ‘on consumption’ campaign and give it maximum exposure.

Red Cherry produced Radio promo’s which flighted on SABC Radio inviting Ladies to come enjoy a ladies night and be treated like a Diva at the exclusive ‘Brand X events”.

The radio promo’s asked ladies to SMS their name and the last 4 digits of there favorite Brand X, in order to enter.

Red Cherry compiled a VIP list of qualified entrants who were sent a follow-up SMS with directions and reminders of the special night.

Ladies nights were hosted in Cape Town, Durban, Johannesburg and Pretoria… ladies were spoilt with goody bags, fine food and Brand X….

An 8 month roll-out led up to the final dazzling event….

To add longevity to their campaign Red Cherry filmed the spectacular parties and broadcast this on SABC 1, 2 3 and eTV as 60 second advertorials.

Red Cherry managed to generate a large database of consumers in a very specific target market who would like to be contacted by Brand X in the future with regards to new launches or any other brand activity. Brand managers were able to build brand loyalty, interact with their consumers and create direct relationships with them.

A chewing gum brand made use of Red Cherry’s interactive radio concept, as well as using the same ‘sms’ number in-store on scratch cards.
Cinema was also used in the campaign mix, creating further synergy & a good sampling opportunity.
This gave consumers more opportunity to be part of the campaign and also created synergy between Radio, Cinema & in-store activity.
Red Cherry monitored & ran the entire campaign.

Canderel used ADS UP for their campaign. From only 6 flightings incorporating the Red Cherry interactive platforms they were able to generate a database of nearly 2000 consumers who had not as yet tasted the new Canderel chocolate but wanted to. These people provided us with their contact details and Canderel sent them a sample.

Dyroach - a product of the Dyrange brand, incorporated one of Red Cherry’s Interactive TV Platforms – namely WOT’Z UP, into their March/ April campaign.
WOT’Z UP ran across all eTV spots.

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

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, as well as a cash prize offering.
Red Cherry supplied the R20 000 cash prize.

98% of all callers got the on-air questions correct, which shows fantastic comprehension of the commercial.

Research about callers’ views on insecticides was generated at no additional cost to client.

In incorporating Red Cherry’s Interactive TV Platform, Dyroach received over 65% added value in the form of prizes/ extra airtime & research.

One of Red Cherry’s Interactive TV Platforms, namely WOT’Z UP, was used by SCJ to boost awareness and increase noting and liking for their Oust TV campaign.

Red Cherry produced & flighted an extra 10” in tops & tails on all the eTV “WOT’Z 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.
There were over 2 240 responses generated.

From just 12 spots, that’s an average of 187 responses per spot, which is 50% higher than the average of all campaigns on WOT’Z UP.

This is from those viewers actively participating with the commercial, 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 i.e. extra 10” airtime; research on the product; monitoring of the line; etc.
This is the case whenever using Red Cherry’s Interactive Platforms on TV/ Radio.

OBC Chicken has incorporated Red Cherry’s Interactive Radio Platform, namely SPOT ON Radio into all radio campaigns.
They have run at month end, where they advertise the specials on offer.
SPOT ON has been a proven success for them in terms of effective marketing & increased sales for over 18 months!

The Radio stations used have been several vernacular stations, namely Ukhozi; Ligwalagwala; Thobela; Motsweding, etc.

Red Cherry produced tops & tails, which ran in conjunction with client’s radio commercial. The extra 20” that the client gets from Red Cherry is at no cost to client. The top & tail that was produced increased the 20” commercials to 40”.
All client pays for is the ratecard cost of their commercial i.e. 20” rate.

The production of the interactive tops/ tails are done in the specific vernacular language at no cost to OBC Chicken, as it forms part of Red Cherry’s added value offering.

Red Cherry give away R5 000 per month as added value to client.

Most month’s see over 1 000 calls generated. Responses are dependant on how many spots are booked & where they are booked, as well as the time period.

Red Cherry offered OBC Chicken the opportunity to research the callers as added value.
This is done with all campaigns incorporating Red Cherry’s Interactive TV/ Radio platforms.

Red Cherry monitored the call volumes & research received every 24 hrs, and all information was placed on the Red Cherry website for clients’ perusal.

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

In using “Interactive”, the noting of the commercial can be increased by 60% - as proven by Adtrack.

3M approached Red Cherry to assist them with a TV & Radio campaign for their ScotchBrite ® range.
Red Cherry offered 3M a “one-stop shop” for the production of the TV & Radio commercial as well as media placement.
More than 2 000 callers requested that they be part of a “ScotchBrite ®” club.

The commercial itself was adapted from the international campaign using the "ScotchBrite ® Please" jingle and giving it a South African feel.  In the commercial well-known food author Dora Sithole is faced with a kitchen full of dirty dishes and a ScotchBrite ® scourer: the end result is a pot so clean and shiny, that her teenage daughter is caught using it to see her reflection in it.

A leading washing powder manufacturer whose product is more suited to Front and Top loader than Twin Tub washing machines utilized ADS UP TV over a 4 week campaign period. They were faced with strong competitor activity and their product was priced at a premium.

The strategy to use ADS UP was for 3 reasons:

1. Establish the viewers’ trends re: Washing Machine ownership
2. Break the clutter in an overly traded product category
3. Sell the points of difference about the product and justify the premium

Total calls received were 29 802 over the campaign period.

The strategy in the past had been to use MNet's free to air open window but when researching the incidence of Twin tubs in these households, it was found to be in the region of 26%. This wastage factor was unacceptable and the target market was revised. Media strategy now focuses 85% of their spend at selected housewife programming.

Without ADS UP this valuable qualitative research would have been impossible and most of all it cost the client nothing, it was a typical added value service that Red Cherry offered. The client also was able to use ADS UP to attract secondary messages from the commercial which before would’ve been impossible.

Frontline Plus, which is a tick & flea control for dogs & cats, incorporated Red Cherry’s Interactive Radio Platforms into campaign.
SPOT ON & WOT’Z UP, ran across several regional & national radio stations

The Interactive radio 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 radio commercial, increasing the duration by an extra 20” – this was at no cost to client.
The top included a question related to the commercial – creating instant interest, as well as a cash prize offering. Red Cherry supplied the cash prize.

Over the 2 week campaign period, Frontline Plus generated over 1 793 calls.

Research about callers’ views on tick/ flea control was generated at no additional cost to client.

In incorporating Red Cherry’s Interactive Radio Platforms, Frontline Plus received over 81% added value in the form of prizes/ extra airtime & research.