Jacaranda FM launches new brand positioning with a world first stunt
Jacaranda FM revealed its new “More Music You Love” positioning in Sandton this morning with a world first in radio: a billboard was used to tell a live love story, lip synced by actors to the station’s on air music playlist during the breakfast show.
The interactive story, dubbed “the greatest love story never told”, was determined by the station’s listeners who got to choose not only the characters, but how the story unfolded, and whether the couple fell in love… or not.
The stunt was performed on the corner of Johannesburg’s Corlett Drive and Oxford Road, and caused a stir with listeners, online viewers and motorists passing by.
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.”
Jacaranda FM’s GM, Kevin Fine, commented: “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. Giving the audience such a succinct product drives listenership loyalty and creates the perfect platform for advertisers.”