This is the first big product placement for the popular hospital drama, which has shown incredible growth since its inception in 2005 when it started airing as a weekly show during prime time.
"Product placement gives a unique angle to position a brand in the market. We find that the audience's support and loyalty for the show can transfer to the selected product on the base of association. The beauty with Binnelanders and Mugg & Bean is that both products are completely South African, which doubles our success," says Andre Stadler, deputy general manager of Oracle Airtime Sales Product Sales and Development.
Since Binnelanders became a daily programme in January 2007, the time slot has grown by 272%. Even after the closure of M-Net's open time, it has managed to increase viewers by a further 12% and AR's by 1%.*
2007 also saw Binnelanders trek to the big stage at the Aardklop festival where it received standing ovations; not even a power failure stopped the actors from performing by candlelight, while re-scripting on the spot.
"The broad cross-cultural viewership of Binnelanders mirrors the customers who frequent Mugg & Bean stores countrywide. Binnelanders offers Mugg & Bean the optimal cultural platform to showcase our product in the most creative and positive angle on a daily basis," adds Ben Filmalter, Excecutive Chairman of Mugg & Bean International.
* Source: Transmit Programmes Mon-Fri 18:30 - 19:00
