East Coast Radio and Jacaranda FM, Kagiso Media Radio stations, have launched the first-of-its-kind ‘Million & Change’ campaign. R1-million will be awarded to one winner, and an additional R125 000 will be donated to a charity of their choice. The campaign also offers advertisers access to unique insights.
Big cash prizes have been done before, but this campaign isn’t just about the lucky listener, it’s about the ripple effect. The stations said they have introduced a suite of trade-focused benefits, like live analytics tracking on-air engagement, web traffic and more, giving buyers a real-time view of how ads perform, all integrated into an exclusive dashboard.
Plus, there’s the chance to directly shape the audience’s insights that come out of the campaign. Media planners can submit their own questions, which will be integrated into the competition entry process. Information about listening habits, ad recall, or multi-platform behavior can be extracted directly from an engaged audience of millions of listeners. All this will be packaged in a Post Campaign Analysis — perfect for optimizing future radio advertising strategies, the stations add.
East Coast Radio and Jacaranda FM said the stations are offering an ad package. Advertisers booking and flighting their campaigns between Monday, 3 March and Monday, 30 June will get an opportunity to secure their brands on the stations.
Nick Grubb, CEO of KMR, says, “We know, and our advertising partners know, that radio drives digital engagement. This campaign is radio’s biggest cash giveaway to one listener, but also the biggest live “PCA” the industry has ever seen — you’ll get to see exactly how listeners respond to our messaging and derive valuable insights into their thoughts and habits.”
“In a market that’s currently data-starved from a currency perspective, this is a showcase of how the stations work with data to empower our advertisers and listeners. Jacaranda FM and East Coast Radio’s massive audience responsiveness, but also on a category level, it will do a big job for our industry and the medium as a whole,” Grubb adds.
This campaign signals a shift from traditional reach-based planning to a more data-driven, performance-focused approach. It’s not just about getting a message out, it’s about knowing exactly who’s listening, how they’re engaging and what drives action, the stations add.
With millions of ears tuned in, advertisers have a chance to test, learn and optimize in real time — while tapping into a campaign that’s bound to capture attention, the stations conclude.