Nashua Mobile follows the youth

Cellular service provider Nashua Mobile gave 5FM listeners the opportunity to pick only the songs they wanted to hear on radio for a whole day on 5FM's birthday on 13 October. The 'Screw the Playlist!' promotion was designed to dovetail with Nashua Mobile's positioning as an independent cellular service provider that gives subscribers their choice between all the networks, tariffs and cellphones.

5FM listeners were invited from 1 -12 October to send votes via SMS for songs that they wanted to hear on the station. Listeners could win a host of prizes including the Motorola V3 RAZR phone with a choice of network starter pack from Cell C, MTN or Vodacom.

Nashua Mobile marketing director, Doug Matthews says: "This campaign illustrated the Nashua Mobile philosophy of providing ultimate choice for consumers in a vivid way. Initial feedback suggests favourable response from listeners to a message that is all about choosing the right cellular option for your lifestyle.

"Nashua Mobile has built a strong subscriber base in the corporate, SME and high-end consumer markets, but wants to reach out to new segments of the consumer market such as the youth."

The service provider advertisers in outlets such as 94.7 Highveld Stereo and Sunday Times, but it has also started brand-building campaigns with YFM and 5FM to reach a younger demographic.