Cape Town’s top radio station, Heart FM recently celebrated on-air presenter, Suga’s milestone of 20 years in the industry. This was the catalyst for the #WinWithSuga campaign. R20 000 was put on the airwaves for one lucky listener to win within a 5-day period.
The objective was to create a low barrier to entry campaign to give away R20 000 on air based on one key number – your Date of Birth! The entry mechanic included an online form via the Heart FM website. A digital strategy was required to ensure the best results for the number of entries.
The campaign was launched on 06 November 2017 with the winner announced on 10 November 2017. Through this timeframe, the on-air campaign was supported by regular social media posts, newsletter distribution, graphic conceptualisation and updates and website integration. With it being radio, this required a quick turn-around time.
The audience participated significantly with the campaign achieving 35 572 unique engagements including Likes, Shares and Comments on Facebook alone. The campaign resulted in substantial growth in mailer sign-ups. A Post Campaign Analysis Report was provided to the client along with the details of the newest members of the Heart Family.