Issued by: Jacaranda 94.2


Interestingly, based on the station's demographics of its core target market, female entries outnumber male entries by 5:1.

When it was first launched in June this year, the promotion was touted as the first of its kind. Since then, the campaign has steadily reaffirmed its commitment to harnessing ‘Feel Good' radio.

Further proof of its success, is that the PYB campaign received an award in this year's Assegai Awards' multimedia section. The Assegai Awards' payoff line, "The benchmark of excellence in direct marketing", reflects the stringent criteria associated with the event which is judged using a scorecard made up of: Strategy (30%) Creative (30%) and Response (40%).

Jacaranda 94.2's win is even more impressive given that the multimedia section - where the campaign won an award - demanded that a minimum of three different mediums be used in the campaign. The PYB entry far exceeded that and included TV, radio, print, bus, outdoor and street pole advertising, while bill ads and e-mailers added creativity and colour.

Jacaranda 94.2 advertising agency Brand New Creative Director and Managing Member Shaun Symm says: “You can see from this that the Assegai's are all about response. Based on the 302 000 entries that the campaign had received at the time of entry, the judges felt that the campaign was worthy of an award.

“What makes this award even more significant is that this category also had the second largest number of entries, making it a difficult category to win in,” he points out.

Visit our PRESS OFFICE: South Africa's largest independent radio station Jacaranda's 94.2 is already famous for commanding a whopping 2.6-million listeners, who loyally tune into to hear Life's Greatest Hits day after day. But now there's even more reason to sit up and listen to what the station has to say...- more....

[26 Nov 2008 15:21]

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