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Converting listeners with a new campaign
To reach South Africans in their respective home languages, Cash Converters is planning an extensive advertising campaign on eleven national radio stations. The message will reach 29 million listeners countrywide.
Cash Converters offers a novel retail experience for anyone who tries it: You can sell your unwanted goods for money on the spot and you can buy a wide range of goods for greatly reduced prices.
Twins Communications, in conjunction with Cash Converters, has put together this campaign to communicate the message of a 'completely unique retail experience' to a new customer base.
David Sargent, director of Twins Communications, says: "Forty-four radio adverts have been recorded in the various vernaculars and English and Afrikaans, which will be aired throughout the year on the following stations: Five FM, Metro FM, SA FM, Ukhozi FM, Umhlobo Wenene FM, Lesedi FM, Thobela FM, Motsweding FM, Good Hope FM, Lotus FM and RSG FM. These SABC stations cover the entire country."
The competitions take place during drive time and have been designed to introduce listeners to the Cash Converters concept and show the wide range of items one could sell to Cash Converters and also the items one could find in their stores. Thousands of Cash Converters shopping vouchers are being given away as prizes.
Richard Mukheibir, managing director of Cash Converters Southern Africa says: "We feel that communicating with our target audience in their first language will go a long way to attracting the listeners to visit our stores."
