The on-air campaign has given away extraordinary prizes during the month of December with the overall grand prize giving one listener and a partner the chance to live for a month in a top hotel with all expenses paid and "benefits" offered.
Originally brainstormed internally at 5FM, Savanna and the station saw the chance to combine great programming and innovative brand messaging in a way that pokes fun at South Africa's political landscape.
5FM has played various politically inspired songs on-air during 2010, such as Stomach In Chest Out by DJ Excess.
Aisha Mohamed, 5FM's station manager, said: "'Don't touch me on my summer' is an integrated, multi-platform campaign, which delivers on all aspects of both Savanna and 5FM's respective needs, both on-air and across our digital and social media platforms. We're beyond the point of just giving away big prizes - prizes need to mean something in order to resonate with the brands involved. 5FM's 360-degree approach to campaigns such as these is what we believe gives us the cutting edge over other radio stations in South Africa."
5FM Call Out Music Research data released on 15 December reflected that 50 percent of the station's core listeners think that the "Don't touch me on my summer" campaign is "really cool". By mid-December, 5FM had already received 45 219 campaign-related SMSs from its listeners.
Dominic Romani-Backhouse, marketing manager for Savanna SA said: "Don't touch me on my summer", a witty and entertaining take on the current political arena in our country, has given Savanna and 5FM the opportunity to show South Africans the lighter side of politics in a way that is true to the Savanna brand's personality. A truly successful collaboration with 5FM to amplify both brands this summer."
"Don't touch me on my summer" culminates in a series of themed parties across South Africa, where "brown envelopes", political posters, ballot boxes and much more will be the order of the day. The "Don't touch me on my summer" parties combine both traditional and new party elements to offer patrons an experience which truly stands out from the crowd.
Summer campaign/parties
For more information, go to www.5fm.co.za.
