Titled "If you're South African, you'll get it," the campaign was conceptualised by creative agency The Jupiter Drawing Room Johannesburg and taps into everyday colloquialisms that give South Africans a unique language identity, including the use of the term "robots" for traffic lights and "lifts" for elevators. "If the main character in a movie is a sterring...Power FM is coming" and "If you know who Spoti, Tiger and Danger are...Power FM is coming," are examples of the creative executions installed across Gauteng.
Power FM's target market, are adult South Africans aged 25-49. This is the first leg of a two-phase approach.
"We captured the commonalities binding South Africans, regardless of who they are and where they live or work," says Vuyani Plata, creative lead at the agency.
"Its objective is to instigate open and meaningful dialogue and inspire South Africans to be actively involved in determining their futures and that of the country. It is pro-South African, pro-development, optimistic and unapologetic."
He says the second phase of the campaign will focus on self-affirmation.
"South Africans are looking for a radio station that will reflect who they are and where they come from. We will spotlight the conversations that take place around dinner tables and braai stands but have previously been ignored by the public arena," adds Given Mkhari, Power FM chairman. "The station seeks to fill this gap in broadcasting and will target those South Africans who want to see their lives improve and the country at work."
