CYBERTORIAL: The Standard Bank Joy of Jazz festival partnered with 702 to bring their tagline to life. Standard Bank wanted to drive the message that “Jazz is always better when experienced live”, and 702 helped them to showcase this across multiple platforms using a combination of activations, radio coverage, social media and personalities.
The campaign was launched on 1 September 2015 with a first for Africa – the streaming of a live billboard. Motorists were treated to a live jazz performance on a billboard, at a busy intersection in Johannesburg. As motorists got closer to the jazz billboard, they were directed to tune into a specific radio frequency where a pop-up radio station carried the live performance by the Standard Bank National Youth Jazz Band as well as Jazz related content. It was anchored by Solid Gold presenter, Nonn Botha, carrying the ambience from the Billboard to the listener.
The billboard activation was streamed live via the 702 app and the tile on the app recorded 260 streams on that day. #SBJOJ also trended in the top 5 trending topics on Twitter that afternoon.
The campaign was further supported with a high frequency tactical on-air campaign, amplified by digital and social media. The live jazz experience was also showcased through the sponsorship of the “Unplugged” music feature on 702 on Friday afternoons, during Xolani Gwala’s show for the month of September. Each week, a different musician on the Joy of Jazz line up, performed in studio, and the session was streamed live.
The campaign culminated in an exclusive live jazz event with Vusi Mahlasela, one of the festival headliners. Listeners and Standard Bank guests were treated to an intimate performance, which a broader audience could also enjoy via live streaming.
The campaign was a huge success with tickets to the Standard Bank Joy of Jazz event being sold out a week before it opened. Website time spend was more than double that of the industry standard for the duration of the campaign.
“This campaign showcased 702’s ability to craft a converged solution that was customised to an advertiser’s need,” said Pheladi Gwangwa, 702 station manager.
“The live elements – the billboard, in studio Unplugged sessions and the exclusive event created hype and excitement that directly touched people. This was translated to a much broader audiences through strong storytelling on all our platforms – radio and digital and a meaningful connection was made with these audiences.”
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Note: Cybertorial is sponsored content.
