Dyroach - a product of the Dyrange brand, incorporated one of Red Cherry's Interactive TV Platforms - namely WOT'Z UP, into their March/April campaign.
WOT'Z UP ran across all eTV spots.
The Interactive TV concept was used to increased noting of the commercial; create active & passive target market participation; create a point of difference, generate research and break through the clutter.
A top & tail were added to the existing TV commercial, increasing the duration by an extra 10" - this was at no cost to client.
The top included a question related to the commercial - creating instant interest, as well as a cash prize offering.
Red Cherry supplied the R20 000 cash prize.
98% of all callers got the on-air questions correct, which shows fantastic comprehension of the commercial.
Research about callers' views on insecticides was generated at no additional cost to client.