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Love is in the air on Jacaranda
Jacaranda 94.2 invited listeners to celebrate their own creativity with an innovative 'What would you do for Love?' Valentine's Day campaign, with daily photographic or video proof of listener stunts being emailed through. The prize money of R50 000 for the ultimate lovestruck winner, announced Friday, 11 February 2005, meant that Jacaranda received many unusual and even alarming stunts.According to station marketing manager Niki Rakgoadi, commenting on the volume and creativity of entries received for the station's promotion, "The result has been unbelievable and the listener buzz off the charts. We were looking for an interactive campaign vehicle that was innovative and inspiring and 'What would you do for Love' has delivered on all fronts."
"It's been amazing to see how our audience has taken the station's promotion from the airwaves and into their own neighbourhoods. The campaign has acquired a presence outside of programming and become a facet of people's lives. With various marriage proposals and even a gender-bending wedding ceremony to its credit, the campaign could easily have been sub-titled 'What would you do for Jacaranda 94.2'. Listeners really took the campaign to heart."
Malcolm McNicholas was the winner in the end of the R50 000 prize. He suspended himself from a crane, while asking his wife of 40 years to marry him again. The prize money was donated by promotion sponsor Montecasino.
