Competition elements comprising SMS submissions, a photograph cutout competition or a numbers game, ensure readers three separate chances of winning daily prizes. "The competition is proving to be a high motivator for readers to buy their copies of Beeld on a daily basis, forming a habitual pattern which guarantees reader interest to remain high," says Neil de Klerk, Circulation Manager for Beeld.
The competition required entrants to purchase one of the three newspapers every day from 14 February until 29 March and to watch Egoli every weekday to stand a three-fold chance of winning prizes to the value of R1 200 000. The prizes include cash of R250 000, four Fiat Palio Go's; 400 cases of Boland Kelder wine; 100 Netstar Tracking Systems; 40 pairs of Ray Ban sunglasses; electronic goods to the value of R150 000 and 500 Bosch Service vouchers.
To raise awareness and promote the competition, the newspapers used television and radio advertising, and regular editorial and advertising in their pages. "The Egoli competition element has proven valuable for Beeld," says De Klerk. "The on-air exposure and promotional spots flighted before and after every episode of Egoli heightens awareness, increases retention levels, and reminds our readers to participate."
