Radio is the perfect medium to reach the target market (LSM 1-4) on their terms, on their turf and in their lingo. The Maq Stokvel Bonanza drew listeners into a year-end stokvel prize bonanza and solicited more than 210,000 USSD responses over a four week period.
ONCE UPON A TIME
Maq Washing Powder was engaged in the soap powder wars. The objective was to increase sales at year end and maintain the marketing momentum between present communications and the brand re-launch. A brand interactive experience was required that would engage the target market; survivors in LSM 1-4.
The promotion on air offered a pre-selected contestant on 4 stations the chance to win a weekly prize of R10 000 worth of Maq Washing Powder or a mystery prize, tailored to the needs of this market. The promotion ran for 4 weeks during November with frequent spots flighting during the week encouraging entry via a USSD mechanism.
Radio can be perceived as social media for lower LSM’s. Using an interactive USSD device as part of the radio mix, the campaign drove listeners to enter the competition for which they could be selected by the DJ to appear live on the show on Fridays. The Maq jingle played its part to attract listeners to the promotion.
HAPPILY EVER AFTER
This is a tale of a highly successful, competitive promotion driven by radio and supported by USSD. More than 210 000 unique entries were received during the 4-week period of the promotion.
Synergies: Creatrix, Mediology, Heart of Hearing Studio, Howard Audio
Concept, Scripting, Translations:Creatrix
Studio Recordings, Edit & Mix:Heart of Hearing Studio
Musical Adaptation:Howard Audio
More than 210 000 unique entries were received during the 4-week period of the promotion