WeBuyCars is a principal trader of used vehicles through its integrated e-commerce and physical infrastructure, offering finance, insurance and other ancillary products. It tasked the Johannesburg-based HOT 102.7FM with amplifying a campaign it has been running nationally.

The campaign ran through to the end of March and has been providing consumers with the opportunity to benefit from discounts of up to R10 000 if they:

  • go into a WeBuyCars branch
  • purchase a vehicle, and
  • 'spin the wheel' to see how much of a discount they could earn.

HOT 102.7FM says that in turn, it saw an opportunity to grow its presence and brand awareness in the broader Pretoria region and capitalise on increased listener interest in this area by challenging WeBuyCars to tune all 1 000 cars on the sales floor in its Midstream branch to the 102.7FM frequency.

"No problem," says Stéfan Stronach, branch manager at WeBuyCars Midstream. 

The station says that by the time HOT 102.7FM presenter Steve Bishop went live with his mid-morning show at 09:00 on Human Rights Day, all 1 000 cars had their radios tuned in.

"When we do an outside broadcast and provide this solution to a client, our goal is always to deliver on their objectives and to exceed expectations; but it also provides us with the opportunity to really stretch our creativity and produce something a little different and truly memorable," says Lloyd Madurai, managing director of HOT 102.7FM.

"This was certainly the case with the WeBuyCars outside broadcast, and it was also the chance to have some fun with a willing brand that knows the value of pushing the marketing boundaries," adds Madurai.

WeBuyCars says that it was a more than willing brand, and the end result was a happy client. 

"Thanks to the exceptional marketing efforts by HOT 102.7FM across social platforms and through engaging live reads on air, the outside broadcast was a resounding success," says Alexia Kristopher-Koen, WeBuyCars's marketing manager of OOH.

"We saw an increase in foot traffic to the branch, our sales target was met on the day, and the tuning of the car radios provided a fun twist. We are absolutely in love with the station," adds Kristopher-Koen.

HOT 102.7FM says that the WeBuyCars outside broadcast ticked a number of boxes.

"Our research has shown us that we have a growing listenership in the broader Pretoria area, so what better way to put our compelling product into radio listeners' hands than by programming a thousand 'audio billboards' into our frequency?" concludes Madurai. "This just enhances our existing marketing efforts and ensures we continue to expose the HOT 102.7FM brand and offering to more and more people." 

For more information, visit www.hot1027.co.za. You can also follow HOT 102.7FM on Facebook, LinkedIn, X or Instagram.

*Image courtesy of contributor