East Coast Gold wins bronze at the 2023 Bookmark Awards

The awards celebrate excellence, innovation and creativity in digital media and marketing.

ECR’s digital radio station East Coast Gold (ECG) – which plays classic hits from the 60s, 70s and 80s - won bronze in the ‘Publisher Brand-Building Campaigns’ category.

ECG was recognised for extending the reach and audience of mother brand, ECR, including through its  campaign, ‘Times change, the music doesn’t’. The national campaign honoured classic hits from the 60s, 70s, and 80s.

“East Coast Gold has allowed East Coast Radio to retain a core audience that had been supportive of ECR for a very long time, with music that appeals to them,” said East Coast Radio’s Managing Director Boni Mchunu.

“To demonstrate just how relevant and powerful the messages these songs carried still were, we took impactful song lyrics from well-known classic songs and combined them with imagery and footage of modern life. This was done to show how timeless the classic hits were, proving that while times changed, the music didn't.”

East Coast Radio was also a finalist in the ‘Audio Content & Campaigns’ category for its 2022 ‘April Fuel’s Day’ campaign, run of April Fool’s Day.

The campaign was well received by listeners who were feeling the pinch at the pumps after South Africa experienced its highest single increase in the price of fuel.  

 

“The fuel price felt like the most over-the-top prank that we had to deal with, so there was truly no need for anymore uneasiness on 1 April. East Coast Radio wanted to flip this day on its head by revving things up with... APRIL FUEL’S DAY!"

 

The station gave its listeners a chance to win a R1,000 fuel voucher every hour from 6am until 7pm.

 

“When planning and executing radio campaigns, we always focus on how we can create memorable and meaningful moments for our listeners. Being recognised at awards ceremonies is confirmation of a job well done for our hardworking team,” said Mchunu.

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