Capricorn FM Heat Tour x Road Accident Fund

TIMING:
Nine-week multichannel campaign

ELEVATOR PITCH:
Challenge: For Easter 2024, The Road Accident Fund wanted to launch a Road Safety campaign that would help reduce fatalities on Limpopo roads. As part of the campaign, the RAF wanted to reach claimants directly and offer on-site assistance.

Idea: The Capricorn FM Heat Tour was conceptualised to draw listeners to five RAF activations across all five districts of Limpopo, using the radio station’s top personalities . Capricorn FM selected areas in Limpopo where listeners do not have the opportunity to physically interact with the Fund.

Solution: The Capricorn FM Heat Tour helped the RAF disseminate its messaging on road safety by offering listeners opportunities to interact with the station’s personalities. The biggest performers in the country were brought in to entertain listeners, while 360 photo booths with Capricorn FM and RAF branding were placed at activation sites for listeners. A road safety quiz also gave listeners an opportunity to win R50 000.

CREATIVE ELEMENTS:
The campaign used recorded radio generics which were refreshed weekly to create excitement for the next tour stops. Power spots, radio safety interviews on different radio slots, outside broadcasts, social media posts (on Power987) formed part of the campaign.

In addition to the tour concept, Capricorn FM and Power 987 curated outside broadcasts and activation for the Road Accident Fund which broadcasted at two of the busiest filling stations on the N1 during the Easter weekend to offer advice and a resting station for motorists to ensure they reach their destination safe and sound.

RESULTS:
X (formerly Twitter) –  70 069 Impressions

Facebook –  6 248 533 Reach

Instagram –  31 324 Reach

On the ground –  Over 10 000 listeners interacted with the Fund.

On Air –  525 000 listeners