The Mama Koo Show: Branded Content at Its Best
Tiger Brands: The Mama Koo Show
The Mama Koo Show is an iconic destination-listening radio feature that aired on 6 ALS Stations for over a decade, building a dedicated audience of LSM 5-7 women whose values were reflected in those of the brand.
The hostess of the show, Mama Koo, empathic and informative, became part of the South African cultural landscape, rendered in the mother tongue of each station in SePedi, Setswana, isXhosa, isiZulu and Sesotho.
Koo was awarded a Grand Prix by the Sunday Times Top Brands Survey two years running, confirming its status as South Africa’s Favourite Brand. This was due in no small part to the consistent presence of the Mama Koo Show on air.
A campaign that began as a promotional brief migrated through the line to become a main campaign driver.
ONCE UPON A TIME
We were tasked by Tiger Brands to build awareness and brand loyalty for their primary target, LSM 5-7 women. A vehicle had to be found that would bring this objective to fruition over a long period of time. The Mama Koo Show was born.
THE BRAND STORY
The Mama Koo Show is a weekly lifestyle destination radio series flighting on 5 ALS Stations. The show is hosted by Mama Koo an empathic character who personifies the Koo brand values. Mama Koo interacts with listener’s stories with are incorporated into each program.
THE SYNERGY TALE
A plethora of platforms revolve around the central concept of Mama Koo. In addition to the weekly show, a facebook page and twitter account have been created.
HAPPILY EVER AFTER
The Mama Koo Show flighted for ten years on 6 x ALS Stations for over a decade. The brand was awarded a Sunday Times Favourite Brand Grand Prix in 2011 and 2012. Research conducted by iAfrika proved that branded content influences purchasing behavior by appealing to the target market cognitively and emotionally. Mama Koo will forever remain part of the South African cultural environment.
CREDITS
Synergies: Creatrix, Mortimer Harvey, Heart of Hearing Studio, Howard Audio
Concept and Creative Direction: Creatrix
Scriptwriting, Idiomatic Translations: Creatrix
Agency: Mortimer-Harvey
Studio Recordings, Edit & Mix: Heart of Hearing Studio
Music Composers: Lynn Joffe & Adam Howard
Musical Direction & Production: Howard Audio
THE LEGEND OF MAMA KOO LIVES ON
Click here to hear the brand story of The Mama Koo Show
In addition to the thousands of hours that Mama Koo Show flighted in South Africa, a series was created for the Zambian market as well as a campaign for Moçambique. Click here to hear a Mama Koo generic spot in Portuguese.
This epic backtrack is the backbone of The Mama Koo Show
Mama Koo isiXhosa voice artist, Nkululeko Mpilo, struts her stuff in recording at HoH Studio, as one of six Mama Koo character anchors of more than ten years
