In today’s multi-faceted marketing landscape, traditional platforms like radio continue to prove their worth by delivering high levels of audience engagement and brand recall. One of South Africa’s leading commercial radio stations, East Coast Radio (ECR), has built a reputation for dynamic, locally relevant content and loyal listenership. Hyundai capitalised on this platform to launch a week-long campaign that not only entertained but also highlighted the features of the Hyundai Grand Creta through clever integration and interactive challenges.
The Hyundai Grand Creta beyond the airwaves
The Hyundai and East Coast Radio campaign was strategically developed to drive excitement, boost listener participation, and embed Hyundai’s brand into an immersive experience. It launched with an on-air announcement on the East Coast Breakfast show, revealing that listeners could win a brand-new Hyundai Grand Creta the following week.
- Teaser & launch announcement: The campaign started with a morning slot on East Coast Breakfast, teasing the upcoming Game of Sevens competition and introducing the major prize – a Hyundai Grand Creta. This immediately drew audience attention and created anticipation for the week ahead. Why sevens? To promote the impressive seven-seat capacity of a Hyundai Grand Creta.
- Daily on-air challenges (Monday to Thursday): Each day, listeners who had entered via WhatsApp were selected to participate live on-air. Contestants were given a category – for example, the seven continents or the seven colours of the rainbow – and had 30 seconds to name seven items relating to it. Successful participants won cash prizes. To further engage listeners and embed the Hyundai brand, each contestant was asked a Hyundai Grand Creta-themed question. Correct answers saw their cash prize doubled, turning product knowledge into a rewarding incentive.
- Final showdown – the Grand Creta Road Trip (Friday): The four daily winners were invited to ECR studios and given the keys to a Hyundai Grand Creta for a real-time road trip challenge. During the East Coast Breakfast broadcast, they had to complete seven challenges linked to the number seven. The finalist who managed to get the furthest away from the radio station by the end of the show won the car outright.
Success Factors: 292,000 listeners x 4 impacts
The campaign showcases the powerful role of radio in delivering high levels of brand recall and creating compelling brand experiences that drive engagement, excitement, and ultimately, sales.
1. Engagement through interactivity: The campaign effectively tapped into radio’s strength in real-time, personal engagement. The live challenges and road trip element brought a sense of adventure and spontaneity that kept audiences glued to their radios.
2. Seamless brand integration: Hyundai’s product wasn’t just a prize — it was central to the gameplay, the questions, and the final experience. This embedded branding allowed listeners to form a genuine connection with the vehicle.
3. Cross-platform participation: By allowing entries through WhatsApp and providing live updates throughout the road trip, the campaign effectively bridged traditional and digital media, widening its reach and appeal.
4. Narrative-driven structure: The week-long format provided a compelling narrative arc, from anticipation to climax, encouraging listeners to tune in consistently.
Radio driving sales
Hyundai’s partnership with East Coast Radio not only enhanced brand visibility but also created a memorable, multi-touchpoint experience for consumers. The campaign illustrates the enduring effectiveness of radio as a marketing medium when combined with clever storytelling, audience interactivity, and strategic brand placement.
For brands aiming to deliver impactful campaigns with authentic engagement, radio, particularly when paired with digital integration and experiential elements, remains a powerful tool in the marketing mix, connecting brands with audiences in a personal, dynamic, and immersive way.