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Advertising and Sales

Case Studies - Competitions

SPAR PROUDLY SOUTH AFRICAN COMPETITION

Background
Spar is a South African brand that has been in existence since the 1960s. To celebrate its long heritage, client used a radio competition as well a print media to educate listeners about their unique heritage in a fun and exciting way and encouraging them to be proud of their country.

Objective
Brand awareness and creating an affinity with Gagasi 99.5 FM listeners, whilst at the same time encouraging trial through generic adverts (product/price) highlighting specials available at Spar Stores.

Why Radio?
Radio is the ideal communication vehicle which provides a fun environment and a platform to generate excitement with listeners. After detailed analysis of their KZN customer base, Gagasi 99.5 FM was selected as the station with the most potential to attract soccer fans.

Creative Overview
To stand a chance of winning R1500 in Spar vouchers listeners had to sms “spar” and the 6 colours of the South African flag to a provided number.

Creative Implementation
The onair competition was supported by 4 live reads per day where listeners were encouraged to send sms’ to a predetermined number to stand a chance of winning the daily prize. The client received added value via throw forwards during each show informing listeners about the competition and encouraging them to enter. Each day from 21 – 25 September one daily winner was drawn prior to going onair from the sms’ received, the listener was then called live onair (allowing for interaction with the presenter) and their name was announced onair as the winner. Daily winners were announced at 12h45 during “Lunch Time 12h00 – 15h00” and at 16h45 on “Zwakala 15h00 – 18h00”

Results
Over 7000 sms’ were received during the competition week of which 4000 were unique entries. Radio Station Comment This case study demonstrates the potential of radio competitions in reaching a specific target market when an advertiser invests time and energy into a consistent and effective campaign vehicle. Spar used Gagasi 99.5 intelligently in terms of the creative by running a simple and accessible competition. The competition mechanic also made it easy for the onair presenters to promote the competition onair. The number of sms’ received also demonstrates the popularity of this competition entry method on the radio station. Prizes are also play in determining the success of any competition.

SPITZ JACKPOT COMPETITION

Background
Spitz is a luxury shoe emporium which stocks a number of luxurious international brands.

Objective
Spitz wanted feet through their doors during their Winter Sale in their KZN Stores. The promotion focused on their two stores in Pietermaritzburg - Liberty Midlands Mall & Church Street and three stores in Durban – Pavilion, Gateway and Smith Street.

Creative Overview
To stand a chance of winning R1000 in Spitz store vouchers listeners had to sms “Spitz Jackpot” to the Gagasi 99.5’s sms line or enter at any of the 5 Spitz branches in KZN. Listeners who entered the competition in-store doubled their chances of winning.

Creative Implementation
The onair competition was supported by pre-promotional adverts flighted on the station encouraging listeners to enter the competition. The competition was also supported by on-now adverts encouraging listeners to tune in for the competition. During the competition moment a “Spitz Jackpot” sonic trigger was played out onair thus encouraging listeners to stay tuned for the competition. Once a week the onair presenter would call one entrant who was pre-selected from one of the branches or sms’ received. The listener had to answer the presenter’s call by saying “Spitz Jackpot”, not hello, hi, sawubona to win the R1000 Spitz voucher. Should the contestant answer incorrectly, the prize was carried over to the next competition moment thus increasing its value. Each competition was followed by a prize description, the store that provided the winning entrant was highlighted and a throw forward to the next competition moment.

Results
The results for this promotion was overwhelming, with over 50 000 sms received in one month. The station continued to receive store entries and sms’ even after the competition had closed!

Radio Station Comment
This promotion illustrates that radio has promotion power, radio stations are the masters of creating and executing local and regional promotions that are exciting, create interest and most importantly… they generate results. Radio has pulling power and is able to reach new customers.

Store Feedback
Church Street Pmb:“The promotion was fantastic and great for our store. We saw lots of new faces, mostly people from outside Pmb. Some listeners didn’t even know about the Spitz Brand until they heard about the competition on Gagasi 99.5FM. We received quite a few entries although not many people made purchases. However, we are confident that the same people will be back to make purchases now that they know about the Spitz brand and the brands in stock”

Liberty Midlands Mall: “A lot of listeners came into the store to find out more about the competition. Many browsed, looking at the different brands in stock. The promotion was an excellent brand builder for Spitz and we would love to do another promotion with Gagasi 99.5FM”

Pavilion: “We received quite a few entries, with many listeners coming in to find out more about the competition. Lots of browses and new faces, we are sure that listeners will come back to purchase at a later stage. The casual salesperson’s girlfriend mentioned that 3 listeners called the studio to compliment Spitz Pavilion on their excellent customer service; we’ve communicated this feedback to our Head office. Store will send an email to this effect. The sale went well however, we haven’t made target as yet but the sale is not over.”

Smith Street Durban: “99.9% of the people who visited the store were new faces who came in to find out more about the competition after hearing the adverts on Gagasi 99.5FM. The promotion was an excellent brand builder for Spitz and the brands in stock. August was a tough month, but we’ve reached our target, which is great and a relief. In terms of the sale, we haven’t received many purchases from females because our store stocks mainly male brands – women love sales. I sometimes take a taxi to work and often heard the Spitz Jackpot on the radio and I love the voice used for the advert. Running another campaign on the station would be great for our store and the Spitz brand.”