The goal for the campaign was to communicate the big response you receive from placing a classified ad in the Cape Argus Classified section. In other words, you will sell what you advertise. The Cape Argus Classified section had to emerge as the best place to advertise if you have anything to sell.

The radio campaign utilised media space in a manner not previously allowed by Good Hope FM. The advertising message was integrated into dedications during the regular broadcasting of Bradley Knight’s Good Hope FM Shout-out dedication show. This took a lot of negotiation and persuasion on the part of the media team with the radio station. The station was very worried that this would set a precedent for other agencies and that listeners would complain. The media team had to work very closely with the producer and DJ from the station to make sure everything ran smoothly.

The Bradley Knight Shout-out dedication show was utilised in a manner which was previously unheard of and was not allowed by the radio station. The advertising message was disguised as the genuine experiences of people. This avoided the clutter of traditional advertising making the concept extremely impactful. Listeners were caught off-guard and left unsure as to whether or not the message was real. By doing so, we created an unusual ad break and the noting of the advertising message was extremely high. Over a two-month period, the Cape Argus Classified showed a clear increase in classified advertisement placement.