Issued by: Jacaranda 94.2


Billed as the GI Lean Weightloss Challenge, it involved leading weight loss brand GI Lean, which together with Dischem pharmacies, offered Jacaranda 94.2 presenter Tové Kane the opportunity to lose weight for the benefit of her favourite charity.

More to Life Health MD Tony Hicks is overwhelmed at the success of the campaign, commenting on how sales have ballooned since its inception. “Given that television and print publications are saturated with weight loss adverts, Jacaranda 94.2's strong penetration of the market and flexibility in customising opportunities for its advertisers, is a tremendously successful platform for showcasing GI Lean's efficacy. Proof of this, is the fact that we have already witnessed a more than 70% spike in consumer sales since the inception of the radio promotion,” he explains.

Hicks adds, however, that the campaign would have meant nothing without the buy-in of Jacaranda 94.2 Presenter Tové Kane. To date, Tové has lost seven kilograms in seven weeks, and documents her progress, detailing her low moments and daily triumphs.

“The weight issue is often the cause of much embarrassment. The beauty of this partnership, however, is the credible endorsements from a professional media personality like Tové. Her engaging personality and warm on-air presence and real-life weight trials, have afforded us an immediate affinity with the station's 2.3 million listeners,” he adds.

Page Three Media Director Ilan Lazarus who was key to the planning of the campaign, says that although the big idea involved generic airtime, the use of weekly adlibbed on-air ‘Powerspots' and Tové's blog reports demonstrates how media planning on radio can be more strategic and flexible than just regular 30 second commercials.

“Radio is the ultimate frequency medium. It is the starting point and driver around which other media orbit. With the proliferation of media and increasing advertising rates, the GI Lean challenge on Jacaranda 94.2 is therefore a perfect example of how radio can be leveraged against other media types like SMS and Online to cut through the clutter and deliver reach and impact.

“There will of course always be a place for the 30 second spot, however, this should form part of a more strategic and comprehensive campaign, to ensure stronger engagement with the consumer,” he explains.

One of the biggest strengths of the campaign is the fact that Tove sounds so believable and that is because she really is a user of the product. She adds that: “This campaign effectively epitomises Jacaranda 94.2's core ‘Feel Good' vision of making a difference where it counts. My involvement on the challenge is therefore a key driver of this approach, because the Women Against Child Abuse organisation, of which I am a Director and patron, will receive a joint donation of R20 000 from Dischem and GI Lean, once my goal weight is reached.”

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....

[2 Dec 2008 21:14]

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