Ads24 Sunday Sundaes: A winning campaign

07 Dec 2018

Ads24 is pleased to announce Merissa Himraj as the winner of its “What Type of Sunday Sundae Are You?” competition. Himraj won a break for two people to the Wilderness in the Western Cape.


To win Himraj simply took part in Ads24’s Sunday Sundaes quiz which ran as part of a fun, interactive campaign to showcase the enormous reach and opportunity of Ads24’s Sunday titles – Rapport, Sunday Sun, Son op Sondag and City Press.

Sunday Sundaes in action: So many options to choose from


“The idea behind Sunday Sundaes was to showcase the many digital and print elements available to advertisers, and how a brand can mix and match elements of a campaign across our Sunday titles for the greatest possible reach,” said Ads24 Brand Manager, Marise van der Lith. “To illustrate this we tasked an artisanal ice cream brand to come up with flavours to represent our titles and took these to the agencies where staff were encouraged to build their most inventive Sunday Sundae by picking and choosing between flavours (titles) and toppings (elements of print and digital).”


To amplify the message participants were encouraged to enter the Sunday Sundaes online quiz, which used an algorithm and carefully crafted questions to identify which Sunday title best suited a particular personality. The results were sometimes surprising and served to enforce the idea that readers’ interests often range across titles.


“I was a bit surprised [by the results of the quiz] but it was interesting to see the associations and reader interests of each publication brought to life,” said Himraj. “The Sunday Sundaes experience showed me that the readers of the Sunday papers are quite divers and more affluent than I had perceived. I also didn’t realise how big the Sunday market is, and what their interests were, but now I do.”


When asked what insights from the Sunday Sundaes campaign had stuck out for her, Himraj replied “That the publications reach 4.1-million readers, and that digital and print are very strong channels we can use.”


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About Ads24

Ads24 reaches six in ten South Africans, including print and digital readers. Ads24 touches the lives of over a half of all South Africans adults. While it is important to identify the size and segment the audience, looking at how Ads24 engages with its readers, is equally as important.

A news reader is an engaged reader. Ads24 news brands play an important and unique role in the daily lives of their readers. Ads24 sees beyond the numbers, beyond the market segments, to connect with the people on a personal level. Ads24 has the stats, the numbers, but also the insights.

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Issued on behalf of Ads24 by Stone Soup Public Relations
For further information, please contact Lisa Johnston
daya@stonesoup.co.za, (011) 447 7241