Red Cherry together with Bester Burke were able to deliver a hugely successfully campaign offering Yardley exceptional value in terms of cost-effective production, event management, media airtime and mobile marketing as a holistic one-stop solution.
Radio and TV commercials were produced and flighted across radio and TV, encouraging competition entry by redeeming any Yardley 442 product in store. Each Yardley 442 deodorant and roll-on contained a unique entry code on pack, which qualified entries. Contestants had to SMS us their most original and ‘smoothest pick-up line'.
Promo's flighted on radio and TV encouraging purchase and competition entry and a finale event was held at Monsoon Lagoon at Emperors Palace.
Red Cherry Mobile programmed an SMS number which was used on pack and on POS as an entry mechanism into the competition.
Different keywords allocated to the SMS line enabled Red Cherry to measure various entry points.
Responses were monitored daily and verified against a unique code on pack by Red Cherry. Entrants also had an option to MMS a picture of themselves to motivate their entry, which was passed onto client for selection.
Once contestants were shortlisted, they were notified that they would be appearing live on TV for the Grand Finale Event where the winner would be chosen.
Jo'burg's hot and talented Loyiso MC'ed the event alongside the beautiful and glamorous Palessa - the Yardley face and brand model.
The 10 finalists were brought on stage to compete live and impress Palessa with the most original and charming pick-up lines...
The men were asked tough ‘dating'-related questions, and to describe themselves romantically. Based on responses, contestants were eliminated by Palessa and a panel of judges.
The Grand Prize:
After a gruelling and tense play-off between the last two contestants, the winner was chosen and handed over the keys to a Hummer H3 Adventure. In addition the winner was signed up to be the face for Yardley for a year!
Red Cherry Production:
The entire event was filmed live in front of a an audience and immediately went into edit and final mix to be delivered to stations for broadcast two days later.
The show was broadcast on e.tv in a three-minute timeslot at 18h30, negotiated by Red Cherry on client's behalf.
The event was glamorous and the prize showcased the brand as being extremely aspirational. By broadcasting the event on TV client was able to get national exposure to a wide target market in a cost-effective way.