Santam parties with 14 000 in Jozi

Joburg Day, now in its 3rd year, was previously known as the Top 100 Concert and is the largest annual open-air music event on the radio station's calendar. It features the best of South African music, this year the line-up included Prime Circle, Arno Carstens, Just Jinger, Heinz Winkler and many more popular South African artists.

Santam's Communication Manager, Anèl Grobler, explained the rationale behind the sponsorship: "Joburg Day provided us with the ideal opportunity to interact with our target market. In addition to giving us the chance to entertain some of our top brokers in the VIP area, we also received tremendous exposure on air during the weeks preceding the event with generic radio spots and live reads that ensured maximum reach and frequency.

"Given the endorsement of 94.7's DJs, it also ensured that Santam's association with the concert would go a long way towards making the brand more contemporary, which is one of our key marketing objectives in the short-term."

FCB Cape Town Business Unit Director for Santam, Nadja Srdic, added: "The tremendous benefits of simply linking Santam's name to the concert was one consideration. We also proposed that Santam leverage their sponsorship to include interactive and experiential elements that would resonate with concert-goers.

"In addition to branding the VIP area, where Santam entertained its brokers, we elected to 'protect' the crowd during the long, sunny day and handed out branded sun visors, caps, car shades and - of course - the iconic Santam yellow umbrellas. Just for fun, we also distributed beach balls and T-shirts."

Grobler concluded: "Because we were the only sponsor, there was no dilution of our messages and no pirating of our branding. 94.7 Highveld Stereo delivered a fantastic day with a truly South African vibe, which suits the Santam brand just fine."