Insurance Industry Success Stories

Bonitas Medical Fund used Red Cherry’s Interactive TV, Radio and Mobile platforms for the GP Network and Comrades campaigns.

On TV & Radio, Red Cherry added the WOT’Z UP & SPOT ON ‘top & tail’ to the Bonitas commercials, which the agency - The Advertising Booth created.

The ‘top’ included a question related to the commercial and the Bonitas name, thereby increasing noting of the brand upfront.
Red Cherry funded the ‘pooled’ cash prizes of R20 000 on TV & R10 000 on Radio.
A ‘tail’ was added to the end of the commercials, which encouraged consumers to sms.

Red Cherry sent a reply sms as added value, which asked the respondents to sms ‘yes’ if they wanted to receive information from Bonitas in the future.
This firm ‘opt-in’ database can then be used for 1-1/ mobile marketing.
Red Cherry supplied this database to Bonitas as added value.

Bonitas also asked Red Cherry Mobile to do a MMS send for the GP campaign to a targeted ‘opt-in’ database. Red Cherry sent this database the TV ad for increased exposure.

Red Cherry monitors the campaign on a daily basis and all response data is captured and given to client.
This instant monitoring enables Red Cherry to make sure all TV/ Radio spots and Mobile messages are flighting and more importantly enables us to measure which medium, which spot and which time channel gets the most firm leads.

By using Red Cherry’s Interactive platforms one is able to increasing noting of the commercial (as proven by Adtrack); break through the clutter, create active & passive target market participation; and generate leads.

When using Red Cherry’s Interactive TV/ Radio platforms the 10” top/ tail airtime, production of the top/ tail, sms line set-up, monitoring and response, database generation and cash prize (if used) is all added value to the client.

A well known South African Insurance Company who specializes in assurance of individuals, retirement annuities, medical aid & investment products, etc incorporated SPOT ON - Red Cherry’s Interactive Radio Platforms on several of the African Language Stations.

More than 96% of all respondents got the on-air question correct. This was a brand name question – showing fantastic comprehension for radio and those stations.

Respondents were researched in terms of if they had insurance cover and what plans they had.

We were also able to determine what time channel and what radio stations would bring in the most responses for future campaigns.

288 of those calls were generated after the last flighting –Noting!

Red Cherry produced Interactive top & tails & the competition line’s for all 7 ALS Stations in the languages that the stations broadcast in.
This & the R2 000 cash prizes for each station were all added value to the client.

Post Office was able to research the callers on the line – all as added value as well.

On TV & Radio, Red Cherry ‘top & tail’ Avbob’s classic commercials with the well-known SPOT ON AND WOT’Z UP brands.

The ‘top’ includes a question related to the commercial.
Unlike other campaigns, for AVBOB we do not include a prize due to the nature of the brand.
The on-air question is rhetorical i.e. “Do you need a funeral policy?”.
This get’s instant interest, as only those who need/ want more information about a funeral policy will pay attention.
So, right from the start we are targeting only those in our target market who have a need for the brand.

The classic brand commercial runs and we then add a ‘tail’ to the end.
The tail encourages those who want an AVBOB representative to contact them, to sms.
Instead of having to call a call centre/ go into a branch, the consumer will have someone contact them within a few days.
Red Cherry supply this database to AVBOB every 2nd day.

The firm database has been used for targeted mobile marketing campaigns including sms and MMS.

Red Cherry monitors the campaign on a daily basis and the response data is uploaded to the Red Cherry website for client to view.
This instant monitoring enables Red Cherry to make sure all TV/ Radio spots and Mobile messages are flighting and more importantly enables us to measure which medium, which spot and which time channel gets the most firm leads.
Our analysis can also tell client which medium is the most cost effective medium, in terms of leads which is extremely beneficial to return on investment.

By using Red Cherry’s Interactive platforms one is able to increasing noting of the commercial (as proven by Adtrack); break through the clutter, create active & passive target market participation; and most importantly generated a database of leads.

The most amazing result of AVBOB using Red Cherry is that there are 3 times more leads generated.

When using Red Cherry’s Interactive platforms the 10” top/ tail airtime, production of the top/ tail, sms line set-up, monitoring and response, database generation and cash prize (if used) is all added value to the client.

Liberty generated just over 1000 calls from just 6 flightings. Being an extremely high end product they were happy with this result as the database was qualitative.