5FM

THE BRIEF:
5FM is the largest national commercial popular rock station in South Africa. Their listenership consists of A/B income group 18-30 year old metropolitans. 5FM experienced problems with advertising: the advertising agencies were assuming the listeners were teenagers and were placing ads accordingly: revenue was also down.


THE SOLUTION:
We invited media buyers to attend a presentation in their own boardrooms. The buyers arrive, expecting a standard PowerPoint presentation from a representative from the radio station, and that is exactly what they got… with one exception: a couple, naked except for their underwear lay asleep under a sheet on the boardroom table. A few minutes into the PowerPoint presentation, the couple woke up, and "got out of bed". They dressed, and begun to talk about themselves, their relationship, their working, home and leisure lives. Interspersed with video of the radio station DJ's, and music, the audience was taken through a "day in the life" of the typical 5FM couple. The space was used in an interactive way: the table became a gym, the laps of the audience became bar stools.


THE RESULT:
We visited 42 advertising agencies nationwide. Advertising on the station went up by 29%. The ads were better placed for the demographic of the target market. The campaign generated massive media interest: we received coverage in national newspapers, magazines, television and radio. The campaign won a silver award at the Loeries.