The challenge
In September 2024, a Financial Service Provider (FSP) brand collaborated with Jozi FM to boost awareness and lead generation for its Funeral Cover product. The brand sought to engage listeners through a dynamic promotional campaign that combined radio, social media, and interactive entry platforms. The key objectives were to increase brand visibility, encourage active listener participation via USSD and web entries, and drive significant lead generation.
The execution
Jozi FM executed a multi-channel approach, anchored by on-air promotions during the high-traffic breakfast show. The campaign featured five giveaway moments, complemented by boosted social media content on Facebook and X (formerly Twitter). Listeners could enter the competition through USSD or web platforms, offering daily and grand prizes to sustain engagement.
A strategic element was the competition timing: peak engagement occurred during the breakfast show (6:00 AM – 8:00 AM), with a 20% spike in entries during this window. Mid-week entries surged further after the announcement of a grand prize, creating anticipation and increasing engagement.
Results
The campaign exceeded expectations, generating 28% more leads than initially targeted and achieving a P-Factor rate of 3.17. Key factors in the success included the strategic placement during the morning drive, the progressive prize strategy with daily and grand prizes, and the dual-entry mechanism, which ensured broad accessibility. The combination of radio and social media promotion proved highly effective in both driving participation and reinforcing brand awareness, solidifying Jozi FM’s role as a powerful lead-generation platform for financial services brands.
Contact your US Account Manager or Jozi FM Brand Manager, Prudence Tlhale: prudence@unitedstations.co.za for opportunities to reach this market.
