THE BRIEF This station initiative, originating from the 947 Breakfast Club, was a way for 947 to show their listeners some love during the crazy wedding season. By partnering with Flight Centre, we helped drive brand awareness and education around planning the perfect honeymoon and holiday!
THE INSIGHT 947 Listeners are highly responsive and will heed the call put out by our presenters no matter how crazy it may be! To drive brand awareness and grow brand love, Flight Centre partnered with us for the grand prize.
THE CONCEPT Wedding dresses are only worn once, but what if we could give them another chance to be worn? Anele and the team were looking for five ladies or men per day who were bold enough to get into a wedding dress, wear it out and about in Joburg and perform some sort of stunt.
Finalists were required to capture the moment they were wearing the wedding dress out in public for the entire city to see. The images were uploaded on social media using a specified campaign hashtag. The lucky finalists were given a chance to compete in a Wedding Dress Challenge finale in studio to determine who would walk away with an all-expenses paid overseas holiday for 2, thanks to Flight Centre!
THE RESULTS The campaign brought about amazing results with physical ‘wedding dress’ visibility all over Joburg.
• 391 255 Total Facebook Reach • 7 846 Twitter Engagements • 31 155 Total Instagram Reach • 13 220 Insta-story views • 3 685 Unique Page Views • 3 134 Entrants • 794 000 Total Number of Listeners Reached