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 February /March 2004 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.