Ontario, Canada - Most people answer the phone by saying 'hello'. But for lucky listeners in Sudbury, starting a phone call with a phrase they heard on the radio gave them the chance to win $100,000 dollars.

Telemedia Communication's Q92 was looking for a way to boost ratings during its sweeps period. By teaming up with SCA, the station was able to entice listeners with the chance to win a big prize, without running the risk of exhausting its budget.

In addition to the $100,000 jackpot, which was covered by SCA, the station also offered several smaller prizes. Periodically throughout the day, listeners were reminded of the winning phrase - "I listen to Sudbury's favorite morning show with Terry, Nell, and Jeff on Q92." Promotions Director Gary Duguay admits that the phrase wasn't the easiest to recall. But out of 45 calls, nine listeners remembered it long enough to win $1,000 each.

The station's market share went up by five points, a jump that pleases Duguay. Although the $100,000 prize was not won, Duguay still notes the promotion a success.

SCA provides million-dollar grand prize promotions for just a fraction of the cost. By using SCA to underwrite the contest, Duguay was able to offer listeners the chance at an exciting, substantial prize - one that otherwise would have been out of reach of the station's budget. Duguay has teamed up with SCA on several other promotions. "When there is a winner, SCA shows up fast and takes care of everything. They're just very easy to deal with."

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