Retail Success stories

Red Cherry Media Holdings conceptualized and activated a television campaign for Game Stores to celebrate their 40th birthday.

Red Cherry produced 10 second launch promo’s directing viewers to watch the show. These were flighted across the 3 TV channels. Red Cherry also produced 90 second shows that flighted on Wednesday’s and Thursday’s across ETV, SABC1 and SABC 2 at 18.25pm. These ran for 7 weeks, a total of 14 episodes.

The purpose of this campaign was to highlight Game’s big deals, hence putting a lot of emphasis on the product range Game has to offer, as well as the price. 4 different products with price were shown each show.

Viewers had to have that week’s catalogue handy in order to enter the viewer’s competition by answering an on-air question. Viewers stood a chance of winning R 40 000 worth of prizes per show. The catalogue was available in-store, thus driving consumers into Game. The question always referred to one of the products shown. Viewers had an hour to enter that night’s competition before sms lines were closed.

The shows were so successful that Game store’s nationwide were sold out of product i.e. LCD TV’s for R 6 999. Products were moving daily off the shelves.

To prove how successful the shows were, Game has once again approached Red Cherry to produce 10 more shows.

As the Reggie’s Rush children’s gaming show reaches its 16th year of running, Red Cherry, the production company behind this successful formula, celebrates its involvement with the show and remains the driving force behind its execution.

Over the years the show has evolved and been adapted to meet the audience’s needs and the ever-changing trends within the children’s market.

Children up to 13 years old across the country have an opportunity to take part in the Reggie’s Rush and stand a chance to realize their dreams and take part in the coolest competition around!

Based in Rivonia, Red Cherry Media Holdings has over 15 years of trading to its name. Over 3 000 TV and Radio campaigns in South Africa have benefited from Red Cherry’s skills, expertise and their 1-stop shop that includes production facilities, camera crews, a creative concept department and media buying and planning department.

Red Cherry recently completed Lasher Tools first foray into the mobile space, with a brand new mobile site, lasher.mobi.

Lasher Tools realised the need to communicate with their consumer base on their own terms and across all spectrums of media.

The lasher.mobi site provides consumers with immediate access to Lasher and their product range - with loads more to come.

“We felt the need to embrace new mediums to expose our message on different levels,” says Susahn Alexander, Lasher's marketing manager. “A mobi site is just the beginning of our step into the mobile space. We also upgraded our Lasher.co.za website with Red Cherry's assistance.”

Red Cherry was also able to communicate the site to a Lasher database that was created through Lasher's above-the-line activity, also produced and flighted by Red Cherry.

Check out www.lasher.mobi on your phone now or sms Lasher to 31970 for wap link!

The last campaign they did incorporating ADS UP & WOT’Z UP TV was monitored and tracked by AD TRACK.
The noting of the campaign had increased over 60% compared to previous “same” TV campaigns (budget/ reach levels/ etc) that had not included Red Cherry’s Interactive Platforms.

This brand had a big problem moving product i.e. sales.
After a while of advertising (across different mediums), ALL advertising was stopped and only Red Cherry’s Interactive TV brands, namely ADS UP & WOT’Z UP TV carried on.
Client had to “pull” the campaign after just 2 weeks, as all product was sold out. Client was ecstatic!  

The South African Post Office incorporated Red Cherry’s Interactive Radio Platform, namely SPOT ON, into their “Back to School” campaign in January.
SPOT ON was used across seven SABC African Language Stations, and in total generated a fantastic 628 calls from just 2 days of flightings!

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.

The price of Sunlight may be coming down but their entries have gone through the roof!
 
Sunlight made use of Customised ADS UP top and tails for their campaign to boost awareness of the fact that the price of Sunlight Washing Powder was coming down.
 
We simply asked viewers at home to tell us which favorite washing powder now has a new lower price and received a whopping record breaking 120 000+ sms entries over the campaign period. The incentive to participate was a R20 000 cash prize.
 
The entries were followed up by a reply sms to all entrants reminding them to get their Sunlight at a new lower price in store.
 
Not only did this campaign break all Red Cherry records, but broke them by far with triple the amount of entries more than the next nearest campaign which finished off at a total of 40 000 odd sms entries.

Red Cherry’s Interactive TV Platform, was used by Pilot Pen to boost awareness and increase noting and liking for their Permaball TV campaign.

Red Cherry produced an extra 10” in interactive tops & tails, as added value. The tops/ tails ran in conjunction with the classic commercial on the SABC stations.

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 4 000 responses generated.

Pilot Pen was able to generated research on the product and the caller, all as added value.
The set-up and monitoring of the line was at no cost to client either.

This is the case whenever using Red Cherry’s Interactive Platforms on TV/ Radio.

Most importantly, Pilot Pen was able to attribute an increase in sales to the campaign, with consumer sales almost triple of the regular monthly sales during the month that the campaign ran.

Red Cherry produced an Interactive show for the Edgars Penny C range.
The campaign utilized print and television. Penny C offered ladies the chance to win a makeover.
The shows were flighted weekly, just after Oprah on eTV at 17:25 for 8 weeks, in a 3-minute format.

Launch promos flighted 3 - 4 weeks before the shows began, with maintenance promo’s flighting from the first show for the duration of the promotion.

There were 2 979 entries, with over 30% of the callers answering research questions about the Edgars Penny C brand.

The promotion achieved the following for Penny C:
Created awareness for the Penny C brand
Highlighted the broad range & versatility of the Penny C range
Valuable research

Red Cherry produced a show for Pep Stores that was different and exciting, and highlighted the range available at Pep stores. The show ran just over 2 months.

The 3 minute shows featured a team that roamed Pep Stores, looking for unsuspecting customers who they could “Dress to impress”.

A series of promos were used to drive viewers to the shows.

The presenter also asked viewers a product related question, whereby they could sms their answers and win more prizes.

Over 1 600 calls were received over the campaign period.

Pep achieved the following from this Interactive show:

Promotion of the Pep Stores brand in a fun, interactive format that appealed to the target market.

Highlighted the broad range & versatility of clothing and accessories

Increase of consumers to stores

InspectaCar recently launched their offering of an 8% fixed interest rate on all their pre-loved cars.

Red Cherry Television assisted with an advertising campaign to highlight this fantastic offering. Red Cherry’s Interactive Radio & TV Platforms were incorporated in order to increase noting of the commercial, create active & passive target market participation, create a point of difference, generate a database and break through the clutter.

Red Cherry produced & ran 3 Radio commercials & 2 TV commercials, all with Interactive elements i.e. a question, prize & call-to-action number.

The interactive commercials ran on RSG; Umhlobo Wenene; Vukani; Highveld; KFM; East Coast & Jacaranda. On TV, eTV, MNet & the SABC stations were used.

The production of the Interactive tops & tails were produced at no cost to InspectaCar, as it forms part of Red Cherry’s added value offering.

InspectaCar gave away “R50 000 off the purchase of an InspectaCar”.
When giving away a prize related to the product, the responses may be lower, but extremely targeted, as only those who aspire to own an InspectaCar will respond.

There have been over 1 700 calls generated so far, of which 2% want to be contacted regarding an InspectaCar! This database is supplied as added value to client.

Red Cherry set-up the competition lines & monitored the call volumes & data received every 24 hrs. All this information is placed on the Red Cherry website and available to the InspectaCar clients.

When using Red Cherry’s Interactive TV & Radio Platforms, the costs are no more than they would be if just a generic campaign was booked i.e. no interactive was used.

This campaign was brought to us by the agency who were trying to point out something to client. Agency wanted to promote two products at a time for retail, their reasoning that viewers cannot absorb more than two products/ prices at one time. Client wanted to save money by including more products in each commercial and produce less commercials. So we ran the commercials and asked the viewers to name the four products featured. As you can see Agency won their argument! haha!

11 Flightings over 9 days; 1 452 callers

QUESTION: Name the products featured in this commercial.

ANSWERS:

• CHOICE FRESH: Choice fresh whole bird in tray, Real extra (ADS UP & WOT’Z UP) lite juice 4 litre, No Name rice 2kg & Excella Sunflower Oil 2 litre.
• NO NAME: No Name universal acrylic PVA 201, (ADS UP & WOT’Z UP) ahara CN-1000 CD Computer & Addis 45 litre tub with handle.
• CANADIAN SALMON: Canadian Salmon per kg, Enterprize long (ADS UP & WOT’Z UP) red or smoked viennas 1kg, No Name sugar 2.5kg Everfresh UHT milk assorted 6’s.
• HTH DRY CHLORINE: HTH Dry Chlorine 10kg, Aloe waterless 7 (WOT’Z UP ONLY) piece cookware set & Cell C recharge vouchers.

Only 13 people got the answer correct on ADS UP & 19 on WOT’Z UP.