FLORA CASE STUDY

Overview:

The Test the Nation campaign was tailor-made to meet Flora's objectives of highlighting the month of September as "Heart Month" and it being a good month to get tested. East Coast Radio assisted in creating an awareness of how "knowing your number" can prevent you from becoming a statistic.

Campaign mechanics:

30 Second Pre-Promotional Commercials, Live Crossings, Web Popup, Run Of Site Button and Dedicated Web Page. Leveraging Kagiso Media's radio and digital platforms the campaign presented a complete, converged advertising solution. During the run-in pre-recorded 30 second radio spots were used to build interest. In addition Peter G from East Coast Radio's Big Breakfast performed two 1 minute live crossings to the on-air studio on 26 September 2009. These created excitement and hype on what activities were happening on the day whilst encouraging the listeners to get down to a Pick n Pay Pharmacy or selected Pick n Pay stores and participate in the testing day. A 530x330 animated homepage popup was used on the East Coast Radio website to promote Flora's free cholesterol tests. The popup clicked through to Flora's www.loveyourheart.co.za website. This was backed by a 120x90 animated run of site button. A further graphic was used in the footer of the www.ecr.co.za homepage that clicked through to a client page hosted in the East Coast Radio website. The button lead visitors to a page hosted in the East Coast Radio website giving listeners an opportunity to find more information on Flora, "Heart Month" and other information related to the on-air campaign. This page then clicked through to Flora’s www.loveyourheart.co.za website.

Campaign Success:

The Flora Test the Nation campaign received a blended click-through rate of 0.87% to Flora’s website between the popup, button and web page. The average click-through rate for online ads currently sits at 0.32%. This campaign highlights how radio can be leveraged to enhance digital campaigns.As General Manager of Operations , Attila Bernariusz oversees the incubation of new digital and media convergence opportunities for the Kagiso Group. With 14 years of experience in the media and online spaces, Attila has a strong understanding of digital operations, technology and consumers.




LIEFIE CASE STUDY

Overview:

Jacaranda FM and Dating Buzz partnered on-air and online to play match-maker for Jacaranda FM singles. The resulting portal called liefie.co.za, was designed through Kagiso Media’s partnership with Dating Buzz.

Campaign Mechanics:

The communication strategy used a number of incremental steps to identify the greatest drivers for on-line interaction. For the first month, an on-line only campaign was undertaken, providing run of site coverage using below the fold banners. With around 451 000 impressions from 72 000 unique visitors, a clickthrough rate of roughly 2.6% was reached. From the total visitors, 234 active subscribers signed up. The second month saw the addition of radio advertising to the web banners. Initially advertised in the Love Zone between 9 and 11 PM week days, this showed a limited growth to 331 active subscribers within 9 days. The final marketing step was to utilise 8 Afrikaans live read spots per day, five days a week.

Campaign Success:

A phenomenal growth in active subscribers, reaching 1111 within 9 days, and 2558 active subscribers after another 21 days.


 

national geographic case study

Overview:

Launch National Geographic's new brand positioning & drive DSTV channel tune in.

Campaign Mechanics:

Jacaranda FM created a "We Love Earth" feature brought to you by National Geographic. This was broadcast on the Barnet Simon show, as the target audience was seen as 'at work'. Kagiso Digital created a content hub on www.jacarandafm.com that featured content that ranged from "How to make your own organic garden" to "Six simple ways to save the planet" National Geographic supplied images and video which ensured that the site was a hit with the Jacaranda listeners. The radio feature was launched by a Powerspot and driven by live liners.

Campaign Success:

The campaign created the perfect platform for National Geographic to profile themselves. The environment generated high levels of interaction and engagement ensuring increased awareness. Average click through rate of 0.81% - seven times greater than the entertainment industry average of 0.12%. The combination of radioís reach and onlineís ability to tell a story with images and video content creates a prefect mix, ensuring high levels of engagement and impact for a client’s campaign.


 

TIGER WHEEL & TYRE CASE STUDY

Overview:

Kagiso Media was tasked with profiling the Tiger Wheel & Tyre brand, driving online applications for Tiger Wheel & Tyre’s Xpress credit facility and profile Tiger Wheel & Tyre’s Goodyear promotion and drive sales.

Campaign Mechanics:

Kagiso Digital, in partnership with Superbru, created a Castle Rugby Championship fantasy league which was hosted on both www.jacarandafm.com and www.ecr.co.za. On air previews and reviews of the games were hosted by rugby celebrities and station DJs. A content hub with all the information on the Castle Rugby Championship from player reviews to match reports was created to tie in to the competition and keep users informed and
up-to-date on the Rugby Championship. DJs at both stations created their own leagues and challenged listeners to play against them.

Campaign Success:

Brought the Castle Rugby Championship to life for listeners. Over 10 000 listeners signed up to play. Connected with over 87 000 Facebook fans and more than 26 000 Twitter followers. The home page takeovers on both sites received an average click through rate of 0.75% - almost seven times greater than the auto sector average of 0.10%.