Jacaranda FM has wrapped up its latest integrated brand campaign with Kia South Africa, crowning Midrand listener Jerome Govender the grand prize winner of a brand-new Kia Sonet worth R289,995.
The three-week ‘Kia Or The Cash’ promotion, strategically developed by Jacaranda FM’s commercial and creative teams, ran every day from 07:00 to 19:00, with clues dropping on-air, across Jacaranda FM’s social media pages, and through on-the-ground activations hinting at what was hidden in the boot of a brand-new Kia Sonet. Listeners submitted their guesses via WhatsApp, and every morning one entrant was called live on air. If they answered correctly, they faced the ultimate decision: take the guaranteed cash prize or hold out for a chance to win the car.
The campaign sparked strong audience engagement, with more than 1.1 million entries received over the three-week campaign. The results showcase the campaign’s success in driving participation and brand visibility.
Vuyani Dombo, Managing Director at Jacaranda FM, says campaigns like this demonstrate the power of creative collaboration between brands and broadcasters. “At Jacaranda FM, we pride ourselves on creating tailor-made campaigns that don’t just reach audiences, they actively engage them. ‘Kia Or The Cash’ is a perfect example of how we combine compelling storytelling with the power of our diverse audience eco-system, and smart mechanics to deliver measurable results for our partners. The campaign achieved exceptional participation numbers and kept listeners locked in for three full weeks, proving once again the power of innovative, integrated radio and digital promotions.”
Jerome Govender’s win brought three weeks of suspense and excitement to a thrilling close, with the Midrand listener driving away as the proud owner of a brand-new Kia Sonet.
The promotion forms part of Jacaranda FM’s continued strategy to deliver high-impact, results-driven campaigns for brands seeking deep audience connection and strong return on investment.