The ‘More Music You Love’ campaign was not only a winner amongst the Jacaranda FM listeners, it also earned its well-deserved place at the prestigious Loerie Awards that took place last weekend at the Durban International Convention Centre (ICC). This Jacaranda FM campaign, executed by Halo advertising, won Silver in the Outdoor Media category, adding to its admirable list of accolades that include: Second place at Creative Circle – Ad of the month for Out of Home and being featured on Ads of the world.
Jacaranda FM launched its brand new “More Music You Love” positioning in Sandton on Wednesday, 15 February 2017 with an exciting world first in radio. For the first time ever, a billboard was used to tell a live story, lip synced to the station’s on air music playlist during the breakfast show.
Marketing Manager Minisha Patel says, “We’re so chuffed to be recognised for this campaign, we chose the most interactive way to launch the More Music You Love positioning by embracing Out of Home, Digital and Radio creating drama and interactivity across all the platforms. The campaign was about connecting consumers with a simple proposition – Jacaranda FM plays more music than any other station, and the music that people love.”
Jacaranda FM’s General Manager, Kevin Fine commented, “This reward is indicative of our approach to creativity, and our approach to our clients’ campaigns too. We are always looking for the most integrated and multi-channel approach possible to drive maximum return on marketing investment.”
The campaign was also intended to reposition Jacaranda FM’s position from being an 80’s and 90’s radio station to being all about music you love.