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THE MEDIA NOV_2018 - TMOL

Jacaranda FM has hopped on board to do just that, sponsoring what will arguably be South Africa’s most unique music brand expansion experience: PrimeFest, an initiative by legendary local rockers Prime Circle that will feature a lineup of top local acts and see the 17-year-old, award-winning act launch their very own beer brand, Prime Lager. “Any event establishes a connection around a common theme,” notes the station’s programme manager, Hennie Myburgh. “And live experiences have that human connection that radio has as well – even with increased access to streaming – and replacing that experiential side is difficult to do.” With music, he adds, brands can easily align with their target demographic based on the type of lineup and genre of music. “Collaborating with other brands is essential in tapping into new markets and in our collaborations, we take a good look at the property, and where the brand fits in terms of affinity; Jacaranda all about music – we’re a family brand, and everything we attach ourselves to enhances that,” says Patel, adding that the Mercedes-Benz 4x4 activation at PrimeFest is prime example of the alignment that allows for brands to play in a space “where they can profile their product to a specific market or EXPERIENCES audience”. Myburgh adds, “A collaboration like this really talks to similar values: what we stand for and deliver on a daily basis; it’s tangible so the audience can see and experience the brand in a different way – rather than just following on social media – experience the talent, the music, what the brand looks like and how it feels.” Collabs: A natural alignment OOH activations are increasingly tapping into the rising demand for an authentic look, feel and taste – and clued-up brands are increasingly expanding their reach and aligning with celebrities with multiplatform campaigns that include a strong digital media presence. The big win for consumers is that they are not only immersed in the campaign, there are tangible returns and rewards as well. Strawberry Lips’ ongoing Sweet Beats campaign is one such example: an online platform dedicated to inspire and mentor aspiring young female DJs. The campaign features 12 top female DJs playing at different events around the country, sharing tips and experiences in a 12-part, interactive web series, and hosting quarterly collaboration events, to be live streamed on social media. brand alignment is becoming increasingly personal, with brands building on networks of celebrities and influencers to boost their profiles. The Media | wagthedog.co.za P 7


THE MEDIA NOV_2018 - TMOL
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