At the helm of the revival is Craig Morris, managing director of Red Rocket Design & Advertising: "It all started when an existing client, Mugg & Bean, wanted us to run their annual customer appreciation programme but this year they wanted something big that would simultaneously reward customers and raise funds for charity.
"An idea rooted in a national treasure hunt started taking shape and with the inclusion of large media partners such as the Sunday Times and etv, a new version of Finder's Keepers with significant changes, was born.
"We now have Finder's Keeper's for a new generation of treasure seekers, in a vastly changed South Africa. We have introduced clues that are more relevant to the entire population."
Some 10 years ago, the Sunday Times Finder's Keepers Treasure Hunt held the Guinness World record (for four consecutive years) for the consumer promotion with the greatest number of entries.
Four weeks of illustrations are printed in a pull-out of the Sunday Times Magazine along with the rhyming clue for week 1, starting May 22. Thereafter for three weeks, just rhyming clues are published weekly, as apposed to the past when both illustrations and clues were printed each week. Logistically, this method proves far more efficient.
In addition, clues will also be flighted each evening on etv and exposed during meals at Mugg & Bean outlets.
"Having been involved in the original Finder's Keepers it has been fascinating to see just how much the South African landscape has changed in the past 10 years. For example we used to rely on a rather lengthy postal practice in order to receive our entries, but now with the advent of SMS and IVR technology, we are able to process entries immediately. This technology also enables us to offer participants instant clues as well as immediate verification of answers," says Morris.
"The new Finder's Keepers also incorporates a novel element of Reality TV which will encompass the filming of the final "dig". This will be edited into a five minute special that will be flighted on etv on June 26."
The competition closes at 12h00 on June 16.
