Lotusfm has been on a countrywide road show, showing of its new payoff line, “Share The Experience” which aims to appeal to every sector of the population, especially those looking for an alternative on the airwaves.
The new logo and corporate identity is a fusion of heritage and modernity, according to Shanil Singh, Lotusfm station manager: “South African Indians are a community, and we found a unique, meaningful link between the community's original roots in India and South Africa. We looked at the similarities they shared such as colour, energy, and harmony. Whilst communities have their traditions, they live in a new, modern South African culture and we need to reflect this in our DJ mix, programme content and marketing activities.”
“The challenge was to create a brand that fuses the richness of Indian culture with the diverse lifestyles of morden South Africans,” adds Singh.
“Over the past few years our listenership has evolved and grown,” says Lotusfm's marketing manager, Gail Samuels. “In addition, the amount of choice now available in terms of alternative radio stations has increased substantially over the past few years. The environment is very competitive and our aim is to grow our listener base across the board by providing great radio that all South Africans want to listen to.”
The Auto & General brand, launched in the 1980s, was in need of a refurbishment to bring it up to speed with the changing times and make it more approachable, says Deon Kruger, MD of MGM Brand Construction & Advertising which was tasked with the overhaul.
"While Auto & General is an established brand that is widely accepted amongst South Africans, it was already 22 years old and also a bit staid. So, although it has served Auto & General well for over two decades, the brand needed to be revitalised and re-positioned. It was time to shake off some baggage.
"Of course, we had to do our homework because you can't just take a brand that is already well-established and change it without fully understanding it or its market. We had to pinpoint what needed to change to make the brand friendlier and more approachable without losing the elements that had helped establish Auto & General as trusted and recognised brand in the first place. In essence, we had to find a way to shirk the not-so-good while keeping the good.
"It was hard, nail-biting work but the result is a striking new brand and persona that reflects Auto & General's focus on innovation and commitment to evolving with the times. It is friendlier, fresh and appealing and brings the Auto & General closer to its customers. At the same time, the brand is still instantly recognisable as Auto & General," adds Kruger.
