The launch follows the station's award-winning 2018 '#KfmLovesKaapstad', a 360 integrated marketing and communications campaign. DJ Fresh broadcasted live from the event.
The event wrapped up with the filming of the Ultimate Summer
music video, featuring Zola Nene, Siv Ngesi and Craig Lucas. This was against the backdrop of DJ Fresh and Shona's latest release, Icarus
"During our 2018 brand campaign, we showcased our love for the city by cleverly inserting the 'K' in our logo into key locations in Cape Town," says Saskia Hickey, senior marketing manager at Kfm 94.5
"This was represented in our creative and activation executions, highlighting areas in the Cape featuring a 'K' — Sybrand Park, Plattekloof, Kensington, Tokai and Kenilworth, to name a few," adds Hickey.
"We really wanted to celebrate our audience, Cape Town's iconic suburbs as well as the inclusiveness in our on-air offering. Kfm 94.5
is a unique radio brand in the Cape and our diverse audience make-up allows us to speak and engage with all the people who call the city their home," Hickey says.
"Through the new brand campaign '#KfmSummerFeels', we are celebrating the music that our audience loves. Creatively, we decided to build on the design concept of the last campaign by adding the 'K' to highlight some of the key artists on our musical playlist — for example, Beyonce Knowles, Kold Play and Black Coffee," Hickey adds.
The campaign, currently in progress, takes a three-phased approach and is driven through above the line advertising, a public relations and influencer movement, social media, activations and on-air content.Phase one: 'The Ultimate Ticket to Summer' — early November
A mini-version of Kfm's
big red 'K' moved around the city with the Kfm
crew and through on-air programming and social media. Seven listeners had the chance to win their passport to music events, featuring tickets to every Kfm 94.5
Phase two: 'Ultimate Summer Playlist' — November to mid-December
- Toni Braxton
- Cosmo Summer Party
- the Kfm Vinyl Classic party
- and Huawei K-Day
The station has invited listeners to curate the best mix of 'feel-great summer' tracks. Listeners share their favourite summer jams with the station for a chance to win their share of R40 000.
The official summer playlist will be played all-day on-air on Friday, 13 December and public activations on the day will drive additional awareness. Individuals in Cape Town can also attend the Kfm
Vinyl Classic Party at the Shimmy Beach Club on Friday, 29 November. Phase three: 'Ultimate Summer Gig Guide' — DecemberKfm 94.5
will assemble the 'Ultimate Summer Gig Guide', which aims to be a list of popular events and activities in Cape Town for the summer holidays. The gig guide will be shared through a PR and social media campaign.
Listeners are invited to find Kfm 94.5
at highlighted events and to come and complete the 'FM' in Kfm 94.5
in order to win R10 000. Individuals can do this by posting the picture to social, using the official hashtag for the campaign '#KfmSummerFeels'.
For more information, visit www.kfm.co.za
. You can also follow KFM 94.5
or on Instagram