Frontline incorporated the Red Cherry Interactive Platform on eTV, namely WOT'Z UP, into their November/ December 2003 Television campaign.
Red Cherry put up a R20 000 cash prize on WOT'Z UP, and the commercial generated 5 694 calls from 18 spots on eTV. That's an average on over 315 calls per flighting. The average calls for all advertisers on the WOT'Z UP Platform for December was 238. Frontline therefore generated 25% more calls on average.
More than 1 300 callers requested that they be contacted with more information regarding Frontline. This database, as well as research done on the callers, was given to Frontline as added value from Red Cherry.
Red Cherry assisted Frontline with production as well on the commercial, in terms of the voice-over's and editing that needed to be done.