Spreading the ‘lurv' in big and bold
Chocolate brand Cadbury P.S. has been spreading the love through an interactive competition that invited South Africans to 'holla yo lurv'. In keeping with the on-pack P.S. messaging, the competition urged consumers to write their own Valentine's message to their loved one – and stand the chance of having that message put up on billboards for all the country to see.
Cadbury P.S. secured eight billboards located around the country – in New Brighton, Port Elizabeth; Khayalitsha, Cape Town; KwaMashu, Durban; 1st Ave, Bloemfontein; Kanyamanzane, Mpumalanga; Seshogo, Limpopo; Soweto, Johannesburg; and Mamelodi, Pretoria – on which the winning messages have been displayed for the duration of the promotion.
Eight personalised messages
The campaign started in January with billboards updated with new messages on a weekly basis. The last message was posted on 12 February 2008, just in time for Valentine's Day on 14 February. Each billboard, erected blank, now display eight personalised messages from starry-eyed South Africans desperate to attract attention from the object of their affection.
The eight winners are Elvin Jacobs (34) George, Western Cape; Noxola Sidzamba (22) Sterkspruit, Eastern Cape; Bendan Bosch (21) Bloemfontein; Noma Ndlela (24) Durban, KwaZulu-Natal; Nhlanhla Skosana (20) Groblersdal, Limpopo; Ben Fibangze (21) Witbank, Mpumalanga; Tebogo Selowa (19) Berea, Johannesburg; Confidence Mogoiwa (21) Randfontein, Johannesburg.
Of course, the message is just the beginning of this love story. The eight winners will also be announced on YoTV, and will be interviewed on their local radio stations, allowing South Africans to follow their individual tales of romance.
The overall winner, who will be chosen via an interactive vote on YoTV, will be announced on 16 February and will win a romantic trip for two in a hot air balloon over the Magaliesberg, which will be flighted on YoTV.
Make every day a special day
"So many people wait for special days – like Valentine's Day – to show their loved ones how much they care. Cadbury P.S. is all about making every day a special day, and encouraging South Africans to share their feelings at any given moment!" says Cadbury Group marketing director Geoff Whyte.
"This competition allows South Africans to show their love in a BIG way, with just a little message. It's what love is all about – those little words and gestures that mean so much."
P.S.... In addition to the competition, consumers can also enjoy a variety of special Valentines day messages which feature on a limited edition range of P.S bars – now available in-store.
