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Dukes of Hazard and SPOT ON

Nu Metro incorporated one of Red Cherry's Interactive Radio Platforms - namely SPOT ON, into their campaign for the movie Dukes of Hazard. SPOT ON ran across the 5FM spots.
The Interactive Radio concept assisted in increasing noting of the commercial; creating active and passive target market participation; creating a point of difference, generating research and breaking through the clutter.

Listen to radio ad (783KB)

A top & tail were added to the existing radio commercial, increasing the duration by an extra 20" - this was at no cost to client.

The top included a question related to the commercial, i.e. "When does the Dukes of Hazard release?"

97% of all callers knew what date the movie was releasing at cinemas, which shows very good comprehension of the commercial.

Red Cherry also supplied a R5 000 cash prize, as added value.

Research about callers' cinema habits and opinions was generated at no additional cost to client.

In incorporating Red Cherry's Interactive Radio Platform, Nu Metro received over 168% added value in the form of prizes/extra airtime and research.

Editorial contact
Red Cherry Television
Joanne Halliday
011 807 2531

3 Nov 2005 09:07