Two Sides Of One Radio Station
March 4, 2013
East Coast Radio is ''Durban's Number One'' in South Africa.
Recently the Morning Show ran two campaigns....one was all about cash...the other was all about creating heroes...........
Giving Cash and Giving Back............
Ring Ring Kaching and Heroes Week....both on East Coast Radio.
First, Heroes Week
Heroes Week was created when a client wanted the stationÂ to find certain heroes at schools whose stories have gone untold.
The station went on a search and called on people to send us their '"Heroes" and why they are nominating the children.
Then the station organized one of the team to go with a crew and surprise the child at their school, either in class or an assembly. The "bust" was done a day before we flighted the audio and released the video.
Everyone loves a hero, but many hero stories go untold, so East Coast Radio will be celebrating those young heroes in South African schools whose stories inspire us all in some way on the Breakfast Stack (the morning show hosted by Darren Maule).
It’s all part of Heroes Week with Pick n Pay - "Always there for you."
The result of the campaign was incredible. Large numbers of people watched the videos, people SMS'd and commented on Facebook after every piece aired in the morning, and there was promo flighting throughout the day referring to what had happened that morning and to go and watch the video. A really solid campaign that touched on some emotional hot buttons and had East Coast Radio's audience experience a different side to their Morning Show.
To watch some of the Heroes that ECR has rewarded and congratulated during this campaign, either click here or on one of the Facebook screenshots below.
Next, Ring Ring Kaching
Listeners are prompted to register for this promotion via SMS. Then during the day (6am to 6pm), a randomly selected phone number is called live on-air (without any prior warning) to win money.
Cash amounts vary at every competition moment, and with every Ring that goes by a certain amount of money is lost. This makes it highly engaging for the non-participating audience. The person who is being phoned must answer with "Kaching" and only "Kaching" to stop the cash from counting down.
The anticipation of how much you can win is what makes for big competition moments, and the frenzy that was created by the promotion was palpable.
Its very success lies in the simplicity of the game! SMS your name, and wait for the call. And answer your phone with "kaching'>
The opportunity: Make a signature promotion stand out from anything else. "Cut through" on air, and generate record numbers of entries to promote the station's signature competition.
The Idea: To create a signature sound using well-known classical pieces for the onair promotion, and on-air elements for the competition. We used two local opera stars, and they recorded a series of "jingles" using "Ring Ring" and "Kaching" at the heart of its message to cut through anything else on-air over November.
The Result: East Coast Radio received 451.000 SMS entries for Ring Ring Kaching in 2012. The promotion was a phenomenal success. Listener interest was beyond expectation. The concept is designed to engage the audience to listen throughout the promotion and ideally make more contact with the brand and the station.
The Brand: Ring Ring Kaching is so well known in its KZN (East South African) market, the involvement and participation of listeners was instantaneous. In addition, we involved the sponsor with its our own internal Ring Ring Kaching game so that staff could win in the promotion period, and everyone at East Coast Radio answered all telephone calls with “Kaching”(often with surprising results). The client also received additional “boosts” with footfall mid week, with a special on site edition of the game from 12 to 3pm every Wednesday.
The promotion ran over the month of November 2012 over the course of four weeks, dominating the station, building loyalty, and captivating the minds of the listeners.
In 2011, East Coast Radio received over 305,000 sms's from people across KZN registering for the competition and hoping to be called. This broke our previous entry record by 70,000 sms's.
In 2012 we received 451,000 SMS’s, smashing the station's own target for the competition.
Thanks to Jonathan Lumley and Naveen Singh for all the info.
Have a listen. East Coast Radio is a cool station with aÂ great....creative.....innovative..... Morning Show, The Breakfast Stack presented by Darren Maule.
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