When you're hot you're hot - Oracle's Hot Month of May campaign

Pay TV viewing during the month of May has been dubbed 'hot', as it will tantalise viewers on three levels. Firstly, on a level of indulgence, with BBC Food launching its new local production, 'Coxon's Royal Feast'. Secondly, on the level of sensuality - M-Net will be screening several erotic films to turn up the heat one more notch, and finally, Big Brother is back in the form of Big Brother Africa, to add an element of voyeurism.

In order to communicate the 'Hot Month of May' concept, Oracle Airtime Sales personified it as a mythical, sensual female, who swanned into the offices of gaping media buyers and planners, waxing lyrical about the hot offer. This was followed by the Oracle sales representative delivering velvet and lace bound rate cards. 'May' disappeared as mysteriously as she arrived, leaving behind her calling card. It was only on reading the card, that it was realised that this had been an Oracle initiative. Agencies that did not meet 'May' were sent mystery emails from her, alluding to her fantasies about naked chefs, erotic movies and Big Brother watching!

Oracle Airtime Sales further extended the 'Hot Month of May' campaign to include a HOT give-away competition on their website, which can be accessed on the URL www.oats.co.za/giveaway/.