The existing commercial was "top'ed/ tail'ed" with an extra 10" of Interactive airtime at no extra cost. The commercial generated 11 765 calls from ADS UP on MNet & WOT'Z UP on eTV.
"The spot that generated the most call volumes was the Wrestling on eTV at 5pm on a Sunday. There were close to 2 000 calls received from this flighting alone.
Over 1 300 of the calls received occurred when there were no flightings at all - Noting, Noting, Noting!
Red Cherry supplied a R20 000 cash prize per station as added value, which (as seen from the call volumes) is definitely aspirational!
Baygon had a fantastic sample base to generate research, all as added value to them."