If you drive past Illovo Junction in Johannesburg on the way to work, you would have noticed that there was a whole lot of commotion happening there. Today, in a world first, Jacaranda FM told a love story live on a digital billboard lip synced by actors to the station’s on air music playlist during the breakfast show. This was to celebrate the station’s new brand positioning of ‘#MoreMusicYouLove’ which ultimately replaces their old one of ’80s, 90s, and now’.
Marketing Manager, Minisha Patel, said: “Going forward, and following extensive research, Jacaranda will be playing more music than any other station, and the music that people love. To bring this ethos to life, we combined Out of Home, Digital and Radio to create a launch stunt that’s totally unique and that captivates the connected consumer.”
“Our research shows that audiences want more music that they can sing to, dance to and connect with – which is exactly what our product delivers. This means more Taylor, more Bruno, more Katy, more Beyoncé and more Lionel and Mariah,” Jacaranda FM’s GM, Kevin Fine. “Giving the audience such a succinct product drives listenership loyalty and creates the perfect platform for advertisers.”
The concept was bold, daring and brave and was phenomenally executed. I love their new brand positioning. It’s more personal than their previous one and really creates a relationship between the station and their listener. Jacaranda FM is doing some incredible things this year as it cements its position as one of the 10 stations in the country with the most listeners. Well done to everyone at the station. You did good.
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