The promotion, which went by the name "Lemon on the Loose", was inspired by the slice of lemon Savanna drinkers like to insert into the neck of the bottle. It was run in conjunction with 5FM and finished at the end of June this year.
Each day, during the Gareth Cliff show, listeners were offered the chance to win a R50 000 reward if they spoted one of 16 giant lemons on the prowl in Durban, Cape Town or Johannesburg. When they spotted a lemon, they SMSed the word "Savanna" to a dedicated competition line, Gareth called a lucky contestant, and if they could tell him where they spotted the lemon - they won R1000 cash and a Savanna a day for year - that's equivalent to 16 cases of the cider!
In addition to this interactive element, there were radio commercials spoofing prison breaks and news broadcasts calling for people to "be on the lookout for escaped giant lemons". Savanna's web site (www.savanna.co.za
) was also 'reskinned' to support the promotion.
"People spotting the lemons got so carried away they often forgot where they saw them, or what they were doing. It was such fun listening to Gareth quiz them," said FCB Impact 361º executive creative director, Glynn Venter.
"The 'lemons' were also briefed to do what normal people would do, which made their antics all the more entertaining. They visited trade shows, went shopping at major shopping centres, cleaned windscreens at major traffic intersections, went running at Sea Point Promenade, danced on the side of the road, went to rugby games, etc.
"During the second half of the promotion, we tasked the 'lemons' with carrying placards, just to refresh their appearance. In true Savanna flavour, the placards tickled the funny bone - 'More trees, less Bush', 'Tired of being segmented' and 'Make lemonade not war' were just a few we found proved popular.
"The promotion generated a great deal of excitement for 5FMs listeners, and intrigued many others who come across the lemons during their day-to-day business. In addition, we received a whopping nearly 13 000 SMS's, so we think it did a wonderful job for the brand," he said.