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Beeld compiles first-ever English TV commercial
For the first time in its 30-year history, Afrikaans daily newspaper, Beeld has an English TV commercial on air. Produced by M-Net, the 30-second ad promotes the association between Beeld and M-Net's reality series 'The Block', communicating details of the joint venture prize and cash giveaway competition.
"Beeld embodies innovation and in line with media trends, has adapted to suit the new South African reader. According to the July 2003-June 2004 AMPS survey, 11.8% of Beeld readers use English as their home language, 5.8% of our readers are black and 1.4% are coloured. Making our first English TV commercial was a natural progression to reach our non-Afrikaans speaking readers, whilst flighting an Afrikaans version simultaneously, ensures that we maintain our relationship with our Afrikaans-speaking readers," explains Pieter Bruwer, Advertising Manager for Beeld.
The ad encouraged readers to enter Beeld's Q&A-style interactive competition, but they needed to buy a copy of Beeld on the 18th October when the competition card was inserted, and daily thereafter until 20th November to complete the competition, updating their card on a daily basis. Readers can determine whether they've won simply by watching The Block, 6.30pm weekdays on M-Net's Open Time.
As well as a grand prize of R100 000, prizes include Samsung TVs, DVD players, home theatre entertainment systems; prizes from Rhino Wall, Mugg & Bean and Montecasino; as well as Virgin Active memberships and cash giveaways.
