Standard Bank South Africa's afternoon radio drama 'Iketsetse-Zenzele' has been recognised by the Radio Advertising Bureau of South Africa (RAB) for outstanding use of the radio medium.The show has been presented with an endorsement by the RAB, and will be showcased in their upcoming 'Radio.
Best of 2013' book - an accolade which profiles and recognises only a handful of the very best radio advertising case studies, which have achieved exceptional results and demonstrated the effectiveness and special strengths of the medium.'Iketsetse-Zenzele' centres on peri-urban township life, including situations in which Standard Bank AccessBanking can offer a solution to a real, everyday problem.
Research confirms that brand placement on the 'Iketsetse-Zenzele' model enables listener-friendly education in a manner that ensures retention of key messages.Jacqui Carnelley, Head of Marketing for Personal and Business Banking at Standard Bank South Africa, says, "We're delighted by this endorsement. The 'Radio. Best of 2013' book is distributed widely to advertisers, radio sales houses, media and radio stations, and therefore has great credibility in the industry."Our programme breaks new ground for us as a bank, in terms of harnessing the power of scripted branded content to relay our messaging. We want to tell people about our AccessBanking solutions in a relevant and meaningful manner.
"Endorsement from the RAB is gratifying as it provides independent confirmation that our strategy has proved to be highly effective. It means that we are assisting our customers with their financial needs by finding new, effective and innovative ways to communicate and relate to them. "High levels of listener engagement were indicated by download experience on the Standard Bank blog (www.blog.standardbank.com/south-africa). More than 56 000 episode downloads were logged from the time the show first aired in March 2013 until November 2012 when the first series ended .A Standard Bank South Africa competition to reward active listening achieved exceptional results. In 31 weeks, 629 000 SMS entries were received, believed to be a record for radio.
Quantitative and qualitative research revealed above-the-norm scores in all scrutinised areas.In addition, research confirmed the efficacy of using a radio drama to integrate the AccessBanking brand into programme content. Researchers noted that 'Iketsetse-Zenzele' listeners used AccessPoints significantly more than non-listeners.A Freshly Ground Insights (FGI) Research report said the show and other radio campaign elements delivered on all expectations, with brand and product recall exceeding the norm by more than 400%.RAB General Manager, Matona Sakupwanya, says the inclusion of the Standard Bank case study in the 'Radio. Best of 2013' book validates Standard Bank's efforts in using creative storytelling as a medium to teach consumers.
"For us this celebrates the fact that Standard Bank took the time to understand its audience and the market dynamic, in a way that speaks personally and directly to that market you can tell that a lot of work went into it. We would encourage other corporates to follow suit.
"Radio is a powerful medium. It liberates the imagination while character and story-line development can prompt huge engagement. What's more, well-crafted messages can trigger high levels of recall."'Iketsetse-Zenzele' skilfully utilised these special characteristics to achieve considerable impact. All contributors to this success should be commended."
'Iketsetse-Zenzele' aired in six languages on 11 stations: Lesedi FM, Motsweding FM, Thobela FM, Umhlobo Wenene FM, Alfred Nzo FM, eMalahleni FM, Izwi Lomzansi, Jozi FM, Motheo FM, Ukhozi FM and Radio Sekgosese.
The community of Iketsetse has come alive again this year and has already introduced new characters and more exciting storylines. The second season of Iketsetse-Zenzele kicked off from 6 February 2014 on 10 SABC and community radio stations in 10 South African languages. For more on Standard Bank South Africa see www.standardbank.co.za and www.blog.standardbank.com/south-africa.
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