Toyota incorporated Red Cherry's Interactive TV & Radio Platforms into the launch of the Yaris.
The Interactive platforms assisted in increasing noting of the commercial; creating active & passive target market participation; creating a point of difference and breaking through the clutter.
A top & tail were added to the existing TV & Radio commercial, increasing the duration by an extra 10" on TV & 20" on Radio - this was at no cost to client.
The top included a question related to the commercial i.e. "What is the name of the new Toyota being advertised?"
More than 85% of all TV respondents and 96% of all Radio respondents knew the name of the car, which shows fantastic comprehension of the commercial.
Red Cherry also supplied a R20 000 cash prize on TV & R5 000 on Radio, all as added value.
On TV, the Yaris campaign generated more than 33 000
sms's in just 2 weeks! The average no. of sms per spot being 2 233 - which is 93% more than any other campaign for that period.
On Radio, there were 14 516
sms's received! The average per spot being 63 - which is 40% more
than any other radio campaign in that month.
A record number of sms's from just 1 spot were generated from 'Fear Factor' on eTV on Monday 16 November, with 11 951
In incorporating Red Cherry's Interactive TV & Radio Platforms, Toyota received over 108% added value in the form of prizes/ top & tail airtime/ monitoring & line set-up/ etc.