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Radio One creates Pepe Chickas for Pepe Jeans

The social media campaign logged 150,000 Facebook ‘likes’ in 10 days through the on-air promotion on Mumbai and Delhi’s only differentiated international radio stations

BestMediaInfo Bureau | Delhi | June 7, 2012

Mumbai and Delhi’s only differentiated international radio stations by 94.3 Radio One have created an excellent platform for international brands to drive traffic to social networking sites. Pepe Jeans India approached Radio One to promote its latest campaign ‘Are You Pepe?’ The objective was to increase “likes” on their Facebook page for the digital promotion of ‘Are you Pepe?’ with winners getting to travel to London.

Radio One’s innovative idea was ‘The Pepe Chickas’, an international gang of girls egging the core TG to participate in the contest. The personality of ‘Pepe Chickas’ was designed keeping in mind the international flavour of the Pepe Jeans brand.

As part of the campaign on Radio One, Pepe Chickas fly into Mumbai and Delhi from London to look for ‘The Indian Pepe Guy’. This gang of girls cornered the Radio One studio every day at a particular time and enticed male listeners to become their Pepe Guy. The call for action was to get people to register and participate in the contest on Facebook. Various on-air integrations were done in the Mumbai and Delhi stations of Radio One.

In a span of 10 days, the Pepe Jeans India Facebook page saw “likes” grow from 34 to 150,000, an exponential growth unheard of when only one prime media vehicle has been used. The “likes” came largely from two cities, Delhi and Mumbai, and then word of mouth helped push this in other markets as well.

Neha Shah, Marketing Head, Pepe Jeans India, said, “Radio One came up with this exciting and innovative Pepe Chickas for our promotion ‘Are You Pepe?’ and to drive people to our India Facebook page. They replicated our entire online contest on Radio One and synchronised it seamlessly. The Radio One medium worked beautifully for us in promoting the online contest through links, host integration and international sounding promos. Every day there was fresh new content on Radio One. This kept our TG glued and made it feel like a reality series on Radio One Mumbai and Delhi. Radio One’s core audience is a perfect fit with Pepe Jeans’ TG, that of English-speaking Indians who are cool, confident and charismatic.”

Shah further said, “The feedback received from trade and consumers has been fantastic. The unique representation of brand Pepe on Radio One has left behind a much higher brand recall. An excellent concept matched by flawless execution by the Radio One team was the key to this success.”

Vineet Singh Hukmani, Managing Director, Radio One, said, “It’s heartening to see ‘differentiated radio’ is creating ‘valuable differentiation’ for brands like Pepe. Almost every day a case study in Radio One is being created as a result of our shift. We thank Pepe and our other clients for being so innovative on our radio platform and finding value in long-term sponsorships. We are excited about closing the gap using radio and the digital space for all our clients as the Radio One TG is the only TG in radio with a high propensity to go online. It is wonderful to see international radio reach 8 million listeners in just two cities proving international radio is here to stay.”

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