After a recent rebranding campaign, Jacaranda FM last week announced the launch of its “Lekker To Be Here” campaign – a positioning statement which forms part of the station’s overall brand experience.
For the last 27 years Jacaranda FM has played a critical role in the broadcasting landscape to its listeners and advertisers. At the end of 2011 the station started looking back on all the experiences it had been through with its audience: the music, the charitable promotions, its presenters and guests. The one word that was found to describe all of these moments was “lekker”.
“There has been a consistency over the years around everything the station has done, and we felt this was a great time to express that idea both internally and externally,”says station GM Kevin Fine.
“’Lekker to be here’ is about the people, things and places of South Africa - like Madiba, Biltong, the Boks, Arno Carstens, Bafana Bafana, braaing everything that’s just lekker,” he adds.
“We really believe that it’s ‘Lekker To Be Here,’” says Fine. “What we’re doing now is encouraging everybody to express themselves and to be part of our ‘lekker’ movement. Lekker has a different meaning to every person. Whether that’s about fun, caring, music, good food, entertainment or family time, we want them to shout it from the mountain tops together with us.”
The “Lekker To Be Here” campaign includes various on-air, print, online, outdoor, social media and direct marketing elements to create awareness and interaction with the station’s listeners and broader audiences. Jacaranda is looking for all the lekker things people do, the places they go, the food they eat and where the lekker places are that they hang out. Listeners have been asked to tell the station about what they think is lekker via Twitter (with the #LTBH hashtag), Facebook, and SMS.
The best messages are going to be put up on billboards all around Gauteng. This way people will get to see and hear why people think it’s “Lekker To Be Here” and share in the excitement of the campaign.
Media and media agencies have also been included with the purpose of allowing them to play a significant role in the “lekker” movement. The individuals in agencies are being asked to tell Jacaranda FM what they think is Lekker, and the station will do something Lekker for those who respond – the details of the lekker something have not been revealed at this stage.
Look out for “Lekker To Be Here” in what you read, where you drive, where you have a get-together, on Twitter at #LTBH or on www.jacarandafm.com and Jacaranda FM’s airwaves!
Jacaranda FM broadcasts in English and Afrikaans to an audience of approximately 2 million listeners across Gauteng, Mpumalanga, Limpopo and North West. The line-up features a host of South Africa’s top radio talent, including Rian van Heerden, Ashley Hayden, Barney Simon, Martin Bester, Julio Garcia, Maurice Carpede and Paul Rotherham. The station combines this great talent with a rounded music offering that delivers SA”s Best Mix of the 80’s, 90’s and now, as well as innovative, informative and entertaining content.