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The Cobra Make-Over Show

The Johannesburg based advertising agency, ARM Advertising & Design, approached Red Cherry with their client, Cobra, in mind. ARM was looking for a campaign with a difference, something that would appeal to an audience who were in the market to revamp their bathrooms and potentially use Cobra products.

Click to view the ad [3MB]
The aim was to show how a few extra touches from Cobra could turn an “okay” bathroom into something spectacular. The result is the “Cobra Make-Over Show”.

ARM and Red Cherry worked together on a media schedule which ran 30” television promos for two weeks calling viewers to send pictures of their bathrooms to Cobra via mms or email. The winner received a complete bathroom revamp courtesy of Cobra.

With the help of renowned interior designer, Sharon Nicolaci, Cobra gutted the winner's bathroom and started turning a functional but dull room into a stylish space, complete with the latest range of Cobra taps and fittings.

Red Cherry filmed the process of the revamp and the ‘reveal' and the result is a two minute insert airing on SABC, M-Net and e.tv from Wednesday the 19th September.

Two weeks prior to the two minute insert maintenance promos went out reminding viewers to watch the show and offering them the chance to win Cobra hampers by simply sms'ing Cobra to an sms line set up by Red Cherry. The winners will be announced on the Cobra Make-Over Show.

In the last two weeks Cobra has also received 1000 sms's requesting more info on Cobra products. ARM/Cobra plans to communicate to this permission-based database via mobile marketing using Red Cherry Connect (Red Cherry's Mobile Marketing Division).

25 Sep 2007 12:39

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