Red Cherry produced television promos (launch and maintenance promos), which flighted on SABC, inviting viewers to open a Nedbank Current account and stand a chance to take part in the game show. New account holders were asked to sms their account number, and the word ‘FRESH' to enter the promotion.
Six lucky new account holders were randomly drawn to appear on the three-minute television shows. These shows flighted weekly on SABC 3 on Wednesdays at 21h27 from 6 February to 12 March 2008. These contestants all won massive cash prizes on this Red Cherry-produced game show.
The campaign was further enhanced by using Red Cherry's Mobile Marketing division - Red Cherry Connect. An interactive element was included at the end of each show asking viewers to send in their details if they would like to be contacted by Nedbank to open a current account and stand a chance to be a contestant on the show.
Over the period of the promotion over 10,000 entries were generated from the six Nedbank Fresh Start Money in the Bank shows, and more importantly, over 2,000 firm leads for Nedbank to contact.