Other Success stories

Bester Burke Underground activated a national Grunberger below the line ‘on consumption’ campaign in order to give the brand maximum exposure over the year.

Bester Burke Underground approached Red Cherry to produce the radio promos, which flighted on SABC radio. The radio spot ran a competition where Ladies could stand a chance, to win a ticket for herself and a friend to an exclusive ‘Grunberger entertain like a Diva” event.

Each consumer had to SMS their name and the last 4 digits of the barcode of their favorite Grunberger wine to enter.

Red Cherry compiled a VIP list of qualified entrants, which were followed up via SMS with directions, and reminders of the special night.

Bester Burke Underground implemented Ladies nights, which were hosted in Cape Town, Durban, Johannesburg, and Pretoria… ladies were spoilt with goody bags, fine food and a collection of fine Grunberger wines….

The DIVA rollout led up to the dazzling event….

To add longevity to the campaign, Red Cherry filmed the spectacular ‘Entertain like a Diva’ parties which were broadcast on SABC 1, 2 3, and eTV as 60 second advertorials.

Red Cherry managed to generate a large data base of consumers within a very specific target market, who would like to be contacted by Grunberger in the future with new launches or any other Grunberger Activity.

Brand managers were able to build brand loyalty, interact with the consumers and create direct relationships with there consumers.

This particular campaign for McDonalds had 31 flightings over 21 days and achieved a massive 18 854 Calls. This can mainly be attributed to the frequency of the schedule. And also that Kids generally call in more than adults. Here we used the same creative but because of the frequency of the schedule, asked two different questions/

Q1. How many characters make up the Furby & Shelby collection?
A1. Eight
94% answered correctly

Q2. Which toys are waiting for you at McDonald’s?
A2: Furby & Shelby
98.5% answered correctly

The percentage of correct callers is always high with Kids - probably because we ask nice easy questions and also because they aspire to win the Sony Playstation 2 and further because they will enter any competition.

We did monthly campaigns for McDonalds, and ran the same basic research questions like: How old are you? Every time and varied the other questions, this gave us the opportunity to track the variance in ages
The kid’s campaigns were always around the new toy that comes with the happy meal, i.e. they change it every month. The two different types of toys differed in “design” they either get the toys in pieces and they have to build them or there is a set of toys and they have to collect the whole set. Client liked to ask them how many of the previous toys they collected (and the percentage who had collected the whole set was very high and which type of toy they prefer (build or collect) (Most kids said collect)

ADS UP, Red Cherry’s Interactive TV Platform on MNet & DStv was used by Bioguard to boost brand awareness and increase noting and liking for their television campaign.

A top & tail ran in conjunction with the existing TV commercial and added an extra 10” to the existing duration.
The production & airtime for the top & tail was at no cost to Bioguard, as it forms part of Red Cherry’s added value.

The top included the offer of a prize & an on-air question. Red Cherry supplied a prize of R20 000 cash.

The on-air question related to the commercial ensuring instant interest.

The Tail included an 08... number which encouraged viewers to call to answer the on-air question & win the prize.

The commercial generated 1759 calls, which is 200% more calls than the previous campaign got in February/ March 2003.

Red Cherry offered Bioguard the opportunity to research the callers, and from that, Bioguard generated valuable research relating to their market & their pools. Red Cherry also monitored the call volumes & research received every 24 hrs, and all information was placed on the Red Cherry website for clients’ perusal.

The research & the database are provided as added value when using Red Cherry’s Interactive Platforms.

47% of the callers asked that they be contacted by a Bioguard representative to have their pool tested.

Whirlpool gave away a stainless steel double door fridge They had 9 flightings over 18 days) and generated 2 334 calls. The call volumes were quite high, and the best part was that we know each of those callers aspired to win the fridge. Now this is going to sound weird but not many people would have space for such a big fridge, so we assume that these people have big enough houses to fit this fridge! Knowing the demographic of people across the country that actually live in big houses (not little town houses) we can assume the callers were all of a higher income bracket.

Q: Complete the slogan: “Whirlpool brings…..”?
A: Quality to Life - 96.4% answered correctly

When Microsoft XP was launched in this country we got a small campaign out of them and gave away Microsoft XP packages which are quite pricey for the man on the street in this country. We did the packshot for them by getting the prizes early and shooting a still for them. It worked nicely as a visual for viewers to see what we meant in the prize description.
Call volumes were quite high, probably because its was flighted on etv and the callers may have pc’s but might not necessarily afford a new XP Package.
We had a bit of fun with the question but using capital XP in the word eXPress, just to give it a bit of a different angle.
They ran in prime time everyday for a week which could also be why the calls were so high, they didn’t take any shoulder time so the call volumes were consistently high everyday.

9 Flightings over 5 days ; 3 126 calls

Q: What allows you to eXPress yourself better than ever before?
A: Microsoft Windows XP
98% answered correctly

8 over 20 days generated 3 039 callers which for Spur is quite good. Spur do campaigns with us in conjunction with normal airtime, when they have a new in-store promotion which is about every two months. We have noticed that the creative effects their call volumes as well as what the actual promotion is, although they offer R20 000 every time. It seems a little unexplained as the airtime we buy is similar every time. Sometimes the creative is a bit weak and it does show in the call volumes. We are about to do a campaign where they promote meals that come free with a Salt Shaker. They are giving away a diamond in one of the shakers across the country so we will gage the call volumes.

Q: Name one item on a skewer as part of this Spur promotion.
A1: Ribbetjies
A2: Mushrooms
A3: Buffalo Wings

All three answers were correct.