To promote Jacaranda FM's new offering and bring "more music you love" to life we invited motorists to interact with a huge digital billboard that screened live performances perfectly synced to sing along with them and the music playing on their car radios by tuning in to Jacaranda FM and sampling the station.

We set up an outside broadcast, on location, so the performers received real-time playback of the songs to lip sync to which our cameras captured. While the radio feed was sent back to the station, 40km away, the live camera feed was sent through a digital signal delay which lagged the footage just enough for the analog FM signal to travel back inside people’s cars and create the perfect synchronized live simulcast lip-synch billboard experience. In the end, successfully demonstrating just how good it feels to sing along in your car to more music you love.

To showcase Jacaranda FM's new offering we had the morning show DJs create a radio drama with the help of their listeners over 5 days, where each day listeners voted via SMS and social media which direction the story would evolve. The concluding drama was then re-enacted on the 6th day and brought to life in the form of a live (musical) stage performance screened on a digital billboard, which was perfectly synced to sing along with the listeners and the music playing on their car radios.

For maximum impact the final day of the activation played out on the corner of Corlett Drive and Oxford Road (a major intersection in Johannesburg with one of the biggest digital billboards in South Africa).

The activation trended on twitter and was one of the most talked about media publicity stunts in the month of February.

While the campaign only cost our client $80,000 it generated almost $1.1m* in earned media across social media and other traditional news sites at a ratio of 13.75. Website visitors for the month of the campaign increased by 235%, from 280,000 unique visitors to 660,000. Radio media sales for the months of February, March and April all exceeded targets. As radio listenership figures are only released annually, the true business results are yet to be quantified.