Radio station goes reality programming route

Kaya's pursuit to find strangers perfect for each other started on 1 April, with over 100 men screened for credit and criminal checks. The list was then cut down to 20, who underwent further lifestyle checks, including HIV/Aids. Participants endured rigorous interviews and personality tests. The winning groom was chosen by Kaya FM listeners and a panel of experts interviewed select five prospective bachelorettes who then underwent further interviews with marriage guidance, counsellors and psychologists. Family members, friends and ex-girlfriends were interviewed as well.

Up to R1.5 million has been pumped into what is said to have been the wedding the year. According to the organisers, it was not a reality programme but a social experiment where every decision was carefully thought out. They say that the experiment was not a marketing ploy aimed at marketing the sponsors who have come on board, but a social experiment challenging the boundaries of social norms.

On Thursday 21 May, radio sets were tuned to 99.5 with great anticipation as the winning groom Peter (Derrick Matthee) chose Thandi (Gail Brookstein) to be his bride from the five contestants that had been short listed.

The sponsors

“This is a first for radio in South Africa and the subject fits perfectly into what The Wedding Expo is all about - love and marriage. Which is why I didn't hesitate to be involved with 2 Strangers and a Wedding,” says Amanda Cunningham, owner and MD of the Wedding Expo.

Cunningham says she believes that continued marketing innovation and keeping up to date with general marketing initiatives is vital to ongoing consumer awareness and success of The Wedding Expo, and thereby the South African wedding industry as a whole.

The SA wedding industry is a multimillion rand industry made up of many small entrepreneurs, small businesses and, of course, the larger players in the market. This industry encompasses at least 100 different market segments, including travel and tourism, food and catering, dress designers and couturiers, flowers and décor, hotels, and many more.

“Sponsorships such as these are an essential part of our exhibitor's promotional campaigns and in the case of 2 Strangers and a Wedding, the return on investment for the exhibitors and sponsors with editorial type coverage will be enormous due to the length and size of the campaign,” explains Cunningham.

Castle Lite sponsored the 2 Strangers in a move set to position the brand as a unique proposition in the beer category. The beer has moved beyond print and broadcast media to embrace non-traditional activations that offer unique opportunities to connect with customers. In using an original promotion such as this, Castle Lite has again highlighted the quirky, unique aspect of the brand personality, says Amanda Dlamini, Castle Lite assistant brand manager.

Will it last?

The couple will be leaving this week for their honeymoon to Pemba Beach, Mozambique. On their return the newlyweds will attend a handover ceremony at Kaya FM on 9 June to receive the keys to their rent-free fully-furnished, luxury penthouse and two brand new Renault cars that the couple can use for one year. They will also receive a cash cheque for R100 000..

By now, Mathee and Brookstein are no longer strangers to each other but Mr and Mrs Mathee married out of community of property and they have already had three days of matrimonial bliss. The question that most people are asking is, will their marriage last? And are the sponsors going to get a good return on investment?

The wedding of two strangers has been run before in 21 countries, and according to Wikipedia, Birmingham radio station BRMB has married two sets of couples, and both of these contests sparked a national interest. In 1999, the first couple were matched by a panel of relationship counsellors and astrologers. The groom was 28 year-old Greg Cordell, a sales manager, and his chosen bride was Carla Germaine, a 23 year-old former model.

The couple married, on air and online nationally; however, they soon split after the wedding.

In New Zealand, radio station The Edge ran a similar competition where they married Zane Nichol and Paula Stockwell in 1999. The couple are still together and have two boys, one of whom suffers from autism.