Let the games begin

This idea developed into a campaign that delivered both media savings and feel-good entertainment opportunities.

Kgaugelo Maphai, national Trade marketing manager for SABC Radio, says, "The challenge of the campaign was to remind the target market about the undeniable length and breadth of SABC Radio, to inform them about the discounted winter packages as well as alter perceptions about the type of audience that is reached."

Activated with a email that sets up the effects of not reaching the broader South African population, the campaign then rolled-out the 'cure' - SABC Radio. Prescribed by Dr. Advertising, and communicated via his helpful and easy-to-follow prescription pad, SABC Radio's winter packages offered value and reach.

The power of SABC Radio winter packages was then brought to life through a specifically designed advergame called 'The Agency - experiments in media reach'.

Accessible at www.savewinter.co.za, the game gave people in the advertising industry the opportunity to interact with SABC radio stations in a fun and unusual way. The game's competition element was stimulated by keeping scores on a daily leader board and mailing weekly winners to all players. The game element of the campaign was supported by agency pull-up banners, online banners and TBM screens.

The campaign has enjoyed excellent results: 80% of people, who read the initial mail, logged on and played the game. The numbers of players doubled within one week. Stats show that people played the game for up to an hour and demonstrated impressive reach, with people logging in from as far away as Yugoslavia.