More Music You Love - Jacaranda FM | Clapboard Ad Archive

Jacaranda FM’s More Music You Love campaign in Year 2017 marked a pivotal moment for South African media brands seeking to cut through with original, participatory executions by fusing outdoor spectacle with the immersive familiarity of radio. Developed by Halo, the campaign took the station’s new proposition—delivering more of the songs its audience loves—and issued a visible, kinetic proof-of-concept in the form of the first-ever radio simulcast live lip sync billboard. This stunt placed the music experience squarely in the public eye, recruiting a custom-built billboard as the physical stage for performers to lip sync, in real-time, to Jacaranda FM’s playlist during radio simulcasts. The activation sat squarely in what Clapboard’s taxonomy designates FORMAT#1—Demonstration, harnessing the power of live, unvarnished product display: rather than narrate the value of the refreshed Jacaranda FM, the team delivered the proposition literally, animating the music offering before crowds and passersby. The direct translation of brand promise into lived, enacted experience was both refreshing and contextually potent in a category that often relies on intangible mood, voice, or sound cues. In an entertainment and media market where audience attention is fleeting, the billboard became an unlikely but effective conduit for showcasing the product’s core benefit—more of the music listeners crave—and challenged conventions around radio’s traditional invisibility in the wider advertising ecosystem. Halo’s creative gambit did not merely broker a stunt; it established an event space that audiences could experience live or revisit via the complementary film asset, forging a tighter, synesthetic connection between Jacaranda FM and its listenership. The campaign earns 67/100 in Clapboard’s global creative archive. What this campaign signals for the industry is that when traditional channels are reimagined through bold, format-led interventions, even a legacy platform like radio can become a multi-sensory, public, and shareable experience beyond the dial.