Our reality drama maximised local community engagement to make Centrum the hero's daily vitamin.

To find real stories we sent entry packs to emergency service stations to ask them to nominate their ‘heroes’.

So that none of them featured foolish or unsafe heroics, these stories were then put to an expert selection panel.

'Centrum Guardians' was then based on the most compelling stories.

Production values were excellent to ensure that justice was done to these heroic tales. The stunts were impressive and authentic.

The show was presented by a well-known investigative TV reporter, adding credibility. Each story was themed around a particular quality such as endurance, intuition or skill.

The show ran on a Thursday evening with a repeat and was supported by a strong on-air promotional campaign.

We maximised viewer engagement through via local newspapers and radio.

We got viewers voting for their favourite story via SMS, with the most popular winning cash prizes.

Our unique programme delivered a 20% lift in sales.

Our message was so compelling that media owners offered us generous discounts - our main media owner offered us exposure worth twenty times our media investment!

Consumers loved Guardians with a quarter of the South African population tuning in to it.

Not only did they watch the show, they also voted. 60,000 viewers voted for their community heroes to win additional funds for the Emergency Services.

Media coverage of our local heroes included 123 unique articles, worth an estimated R7.8 million.

Centrum’s new inspiring, local content platform delivered business results - sales rose by 20%.