*CYBERTORIAL: Primedia Broadcasting, home of radio brands 947, 702, KFM, CapeTalk, EWN and LeadSA knows what attracts and retains South Africa’s premium audiences’ attention. They have developed expertise in creating relevant, engaging content as well as highly engaged radio and digital audiences. This means that they are able to craft engaging campaigns to meet the brand objectives of clients, but also seed these campaigns into well established and engaged communities so that their message has immediate traction.
Social media, websites and portals, streamed audio and apps are all helping to take radio campaigns to a whole new level. These platforms allow listeners to create a personal connection with the station across multiple platforms long after a presenter has come off-air. The engagement not only drives loyalty but exposes a brand to listeners for longer periods of time. One such example was Primedia Broadcasting’s recent use of the music discovery app, Shazam for Teljoy’s brand campaign.
Teljoy was looking to communicate the fact there is a better way to shop for the latest household and electronic goods, rather than falling into the debt trap. Primedia Broadcasting had identified Shazam as a clever tool to give advertisers the opportunity to deliver branded content to the mobile phones of consumers. Shazam, considered the world’s number one media discovery app, has over 420 million users worldwide.
Ravi Naidoo, station manager for 947, explains how the app has become a familiar platform for listeners. “We’ve built Shazam into a recognisable brand on the station through various calls to action and through the Shazam Chart, which plays out through ‘The List’ each weeknight on Greg & Lucky’s show and culminates in a top 20 chart on Sunday afternoons,” he says. “As our audiences have come to trust and enjoy interacting with the station via Shazam, we’ve been able to create campaigns for clients that cleverly use the platform – it’s a great way to measure response and the results speak for themselves.”
On paper it was the perfect match. And then it came to life. Listeners were asked to Shazam the on air radio ad which would then unlock Teljoy content on their mobile devices. The content included a competition and a link to “More on Teljoy”. The campaign also included online and social media elements which complemented the on air Shazam ads perfectly.
The end result was a massive success! Clearly the Shazam platform was effective in delivering measurable results for a radio campaign.
Not only is Shazam for music, it can now also register images. A person can hold their phone camera up to a compatible picture including a poster, magazine cover or postcard and Shazam will display additional media.
Primedia Broadcasting’s Shazam campaign for Teljoy has shown how clever integration of digital and radio can be highly effective.
*CYBERTORIAL is sponsored content.
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