Lotto Star
Challenge
Lotto Star partnered with KFM 94.5 to raise R8 million for the Peninsula School Feeding Association's Feeding Our Future initiative within a 12-hour radiothon. The challenge was to amplify awareness quickly and drive donations at scale within a highly time-sensitive window.
Solution
To extend reach beyond radio, Lotto Star leveraged a targeted DOOH campaign across the Western Cape. Ads were flighted on Digilite screens at BP and Sasol forecourts, strategically positioned near high-traffic retail areas. A dayparting strategy (06:00–19:00) ensured maximum visibility during peak movement times.
Impact
Over 5 days, the campaign delivered 155,322 impressions across 12,063 ad plays. The initiative exceeded all expectations, raising over R20 million in donations, more than double the original target.
