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  • Station Hot FM, WA
  • Campaign Type Promotion
  • Timeframe 2 months
  • Target market 10 – 17 yrs, 18 – 24 yrs, 25 – 39 yrs
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  • Station Hot FM, WA
  • Campaign Type Promotion
  • Timeframe 2 months
  • Target market 10 – 17 yrs, 18 – 24 yrs, 25 – 39 yrs

The promotion ran smoothly from start to finish, which is rare for something of this scale – the pre-planning, behind the scenes work, use of multiple platforms and on air execution was second to none


Ashley Myatt, Regional General Manager – Hot FM WA.

Brief

Hot FM, WA's tactics team came up with a promotion idea to give away a group of client products and participation for around Valentine's Day. Clients included venues, jewellers, helicopter tours, etc. The idea of giving away a wedding is developed to engage and excite listeners. Promotions solicited listeners who were interested in winning a 'wedding with a twist' to enter.

Campaign Objectives

• Encourage competition entries.
• Increase station listening.
• Connect with listeners.

Insights and Solution

“Hot FM’s $30,000 or $30 Wedding” Promotion. HOT FM 95.7 promoted the competition and prize on-air across the WA regional network. Couples were encouraged to enter to win a ‘wedding with a twist’ without knowing the twist – that they may have to marry on a $30 budget, then witness the couple who beat them experience the wedding of their dreams on a $30,000 budget. Over 200 couples entered and went through a strict screening process and two finalists are drawn from the final list of applicants - 1 couple from Kalgoorlie and the other from the Southwest. A week prior to the wedding date the couples are advised of the twist and must gain as many votes as possible to win. On-air pre-promotion and media coverage of the couples in the lead up to the big day leads to fantastic promotion results.

Results

• Hot FM’s website traffic increases by more than 1000%.
• More than 10 newspaper articles are released about the couples and promotion – including 2 front pages.
• Several statewide TV stories.
• Over 1000 additional fans on Hot FM WA’s Facebook page.
• Over 4,500 unique votes placed on website in the 1 week voting period.