Objective:
The brief was to launch and promote the radio station and its improved “More Music You Love” offering in a dynamic experiential way, worthy of generating social and media talkability/hype around the brand and its new “More Music You Love” offering.
Insight:
When people hear music they love they are instantly compelled to sing along. We used this insight to activate the radio station’s “More Music You Love” offering using a massive billboard located right where the core target audience can be found (stuck in their cars during peak hour morning traffic).
Idea:
To bring “More Music You Love” to life we invited motorists to interact with Jacaranda FM via a digital billboard that screened live performances perfectly synced to sing along with them and the music playing on their car radios, creating the perfect synchronized radio simulcast, live lip sync billboard experience.
Strategy, execution and roll-out:
We targeted listeners, media and social influencers with a live, multi-channel, immersive music experience.
The media stunt invited motorists to switch radio channels and engage with a digital billboard that screened live lip sync performances perfectly matched to sing along with the music playing over their car radios.
To do this we first had the Jacaranda FM morning show DJs create a radio drama with the help of their listeners over 5 days (leading up to the activation), where each day listeners voted via SMS and social media which direction the story would evolve.
The concluding drama was then re-enacted on the 6th day and brought to life in the form of a live (musical lip sync) stage performance screened on a massive digital billboard, which was perfectly synced to sing along with the listeners and the music playing on their car radios. For maximum impact the final day of the activation played out on the corner of Corlett Drive and Oxford Road (a major intersection in Johannesburg with one of the biggest digital billboards in South Africa). The activation trended on twitter and was one of the most talked about media publicity stunts in the month of February.
Results:
While the activation cost our client R1,104,000 it generated R14.3m* in earned PR and media across social media and other traditional news sites at a ratio of 13.75. Website visitors for the month of the campaign increased by 235%, from 280,000 unique visitors to 660,000. Radio media sales for the months of February, March, April and May all exceeded targets, growing 18% year on year in a category that is down 20%. As radio listenership figures are only released annually, the listenership results are yet to be quantified.
