32 top local and international artists went head to head in Jacaranda 94.2's World Cup of Music - a promotion spanning a month and concluding on 10 June 2010 on the eve of the 2010 FIFA World Cup.
An unprecedented response of almost
200 000 sms's was received when Jacaranda 94.2's audience voted, elimination-style, for their favourite artists in the star-studded lineup. Artists receiving the highest number of votes in their head to head clash progressed to the next round culminating in a grand finale.
Steve Hofmeyr |
Early rounds saw the likes of Queen eliminating U2, Bryan Adams edging Elton John and Bon Jovi scraping past the Black Eyed Peas, but the nature of the contest threw up some interesting combinations and results. ABBA defeated Celine Dion while in a real upset, Eden surprised The Parlotones in the Quarter Final. However in the end, Jacaranda 94.2's listeners settled on a winner that is close to all South Africans' hearts
The final of Jacaranda 94.2's World Cup of Music was a momentous clash between two unique, but equally impressive musical heavyweights: the iconic Queen going up against local legend Steve Hofmeyr - a clash that Hofmeyr won comfortably with 70% of the votes.
The success of this promotion follows directly after Jacaranda 94.2's hugely successful
Double Up Promotion and
2 Boobs & a bag of cash, which generated more than 300 000 sms's in 1 month.
Neil Johnson, Head of Talent, Content & Programming at Jacaranda 94.2 says that "Jacaranda 94.2's strategy of 'keeping it FUN and keeping it REAL' is paying off while engaging a core audience of 25-49 year olds in LSM 6-10 - with the results to prove it."
"Beyond sms responses," he continues, "it bears testament to a broader principle: play people more of their current favourite hits, coupled with a few of their favourite all-time classics; give them all the news and info they need to know, along with a healthy dose of the celebrity-factor; keep your competitions and promotions fresh, appealing and entertaining; selectively use other media and events channels that best complement your own and always maintain an interactive flavour. That's what good radio is fundamentally about."
Warren Bedil, Commercial Director Jacaranda 94.2 |
Warren Bedil, Commercial Director at Jacaranda 94.2, states that 'the benefits of delivering this principle on a bilingual platform are obvious, and lucrative. The fact that our advertisers have access to both English and Afrikaans listeners, and can therefore communicate with their potential customer in their own language is a virtue that the station continues to develop. The fact that Jacaranda 94.2 continues to entrench itself as the number 1 station in both Pretoria and the lucrative Afrikaans market, while still growing at a phenomenal rate across Gauteng shows how far this station has come in a very short period of time. The station is driven to integrate client campaigns into the essence of the station, which can only prove to be beneficial for all parties concerned - the client, the station and ultimately the listener.'
To put Jacaranda 94.2's integrated strategy to the test contact RadMark on (011) 235 7600 and experience it for yourself!
