Due to its success, the promotion has since been presented to the international Virgin Drinks marketing departments, with a view to running it globally.
Developed by Logistix Kids, and marketed by KTV, the promotion took the form of a 'Virgin Colours Creation Competition' to develop a new Virgin range. "Essentially, children were required to develop the latest Virgin Colours beverage on a chalk board, describing its new flavour with the use of colour," explains Logistix Kids' Heather Crosley. "A number of key shopping centres in Johannesburg, Pretoria, Durban and Cape Town were selected as venues for the competition. Schools in the vicinity were informed and asked to encourage pupil participation for a regional prize of a R1 000 art hamper for their school."
The competition was driven on KTV and K-World on DStv, via 20-second promotions over a 12-week period. The concurrent advertising blitz included flyers, articles in the school newspapers and poster campaigns. Comments the Manager of Oracle's KTV Brand, Lucasta Stephen, "Seven-thousand entries were received, of which three regional finalists were chosen. We showed their artwork on KTV and the competition became interactive, encouraging KTV audiences to vote for the regional winner."
"The overall winner, Sasha Lee Saal of Labiance School in Cape Town, was selected by Virgin UK on 26 October 2002. Her design will now be manufactured and marketed early next year. She also won a family holiday at an Aventura Resort of her choice."
Stephen goes on to say that the promotion was enthusiastically received, as it gave the youth market an opportunity to express their individuality and create a beverage that they themselves would consume. "There was also significant synergy between the Virgin Colours brand, which is fun, exciting and has attitude, and the youth market. In addition, the children felt respected and valued as consumers."
