Red Cherry produced radio promos which flighted on SABC Radio inviting ladies to come enjoy a ladies' night and be treated like a diva at the exclusive ‘Grunberger entertain like a Diva Ladies night events”.
The radio promos asked ladies to SMS their name and the last four digits of there favourite Grunberger wine, 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 a collection of fine Grunberger wines...
The eight-month roll-out started in September 2007 leading up to the final dazzling event...
To add longevity to their campaign Red Cherry filmed the spectacular ‘Entertain like a Diva' 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 Grunberger 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.