Creative Solution:Create a radio spot that will not only catch the audience’s attention, but becomes part of the DJ’s show too… Execution:We emailed DJ’s prior to the flighting with a seemingly sad story about Nadia van der Merwe. Once they listened to the spot and realised the humour, we asked them to introduce the spot in the same way.

Results:Because of the nature of the spot, DJs spoke about it as part of their show, causing more awareness than just a conventional radio ad. Not only did more people visited Nadia’s website, but her membership also increased by 300%.