The Client
Lotto Star partnered with KFM 94.5 to host a radiothon to raise a total of R8 million in donations towards the ‘Feeding our Future’ initiative for the Peninsula School Feeding Association.
To assist with getting the message out to as many people as possible to donate, Lotto Star combined their radiothon with a digital advertising campaign aimed at the Western Cape audience only.
The Campaign
The goal was to raise a total of R8 million in the space of 12 hours. Lotto Star then also advertised the same message via our Digilite Network located at BP and Sasol forecourt stations to spread the word quickly and efficiently.
Being a time sensitive campaign, their creative was only flighted on a dayparting schedule between 6am and 7pm on Digilites located in close proximity to shopping centers.
The Results
The campaign flighted over a period of 5 days and generated a total of 155,322 impressions over 12,063 ad plays. The initiative was a huge success and the funds raised surpassed R20 million in donations.
