Castle Lite brews up a concept that’s a perfect fit for radio

The challenge

With an objective of driving entries through product purchase, the Castle Lite ‘Enter a State of Cool’ promo needed to take a creative concept that was being executed via an on-pack promotion and bring it to life.

Consumers stood a chance to win a trip to the world’s biggest ice bar in Miami with 3 friends, valued at R300 000.

Why Radio?

In order to drive entries via product purchase and gain traction within the attractive Metro FM market, the concept needed to be brought to life on radio to drive awareness and excitement about the brand and the competition.

Radio, being the original social medium was used to continue the dialogue with the target audience and drive excitement for the trip.

Implementation

The result of this collaboration was an innovative concept to have a ‘Live’ on-air draw for the winner. 10 Finalists were flown up to SAB’s central offices in Sandton, whilst the Metro FM afternoon drive time show broadcasted live from SAB. Contestants then competed in a series of challenges related to extra cold touch points and Castle Lite. Listeners on the station were kept up to date on the elimination, thus extending the reach to the MetroFM audience.

The Results

As the first of its kind (live draw and interactive element), this promotion has driven an incredible amount of hype for the brand, thereby increasing the brand’s credibility within a broader Metro FM listener base. The total promo also recorded the highest number of entries against similar SAB promos run in the same periodand exceeded campaign volume targets.Over the promotion period, the Castle Lite Facebook page fan base increased from 800 to more than 10 000, while Twitter followers grew from 184 to more than 2000.

Learnings

“Interactive on-air competitions need to be differentiated and unique to the brand message to break-through the clutter.

Moreover, integrating the brand’s persona with media channels and programming to create engaging branded content can deliver an exciting promotion”, says Brand Campaign Manager for Castle Lite, Gugu Nkabinde.

RAB Commentary

While the campaign was short-lived, the mechanics with which the promo was executed helped to break through the on-air clutter, with long-lasting results.