The Red Star Raceway in Delmas was bursting at the seams on the 22nd of June, after the Ferrari Owners’ Club of South Africa once again partnered with HOT 102.7FM and tapped into the power of the ‘HOT’ brand to drive attendance at their annual event.
Approximately 3,000 people attended the club’s annual ‘Track Day’ it hosts for its members, as the Ferrari Owners’ Club of SA took their event to a wide audience and engaged one of the fastest-growing radio stations in South Africa to help them do it.
The day featured 65 different Ferrari sports cars, covering models from the 1980s through to the 2020s, with members of the public invited to not only buy general access tickets to the event, but also stump up for three-lap ‘spins’ in the various Ferraris on show. This initiative proved hugely successful, with an incredible 174 rides selling out in a short space of time, with the profits from these rides going to Hot Cares.
“There’s such an obvious fit between the iconic Ferrari brand and HOT 102.7FM, as we both speak to an affluent, upper-income audience,” said Lloyd Madurai, Managing Director of HOT 102.7FM. “But, what was nice about this event was how we could expose some of our aspirational listeners to these amazing vehicles and raise some money for charity in the process, which is a big part of the DNA of HOT 102.7FM.”
HOT 102.7FM was tasked with using its influential platforms to drive awareness with its engaged upper SEM audience and play a key role in increasing ticket sales on the previous Ferrari track days.
This the station achieved by running an integrated campaign across on-air and digital, including promos and live reads on high rotation, carefully-worded DJ conversation pieces, a ticket giveaway competition, and live interviews with Ferrari Owners’ Club Chairperson Clynton Kairuz and committee member Dave Ringwood.
That and other content pieces were further amplified on social media, giving even more ‘mileage’ to the Track Day campaign and ultimately resulting in greater awareness and the rides on offer selling out well before the event.
“This is what we do,” said Madurai. “We partner with like-minded brands and we match them with our affluent audience, with a keen focus on using all the tools at our disposal and delivering on the partner’s objectives. The results speak for themselves.”
“HOT 102.7FM over-delivered last year in a way we couldn’t comprehend and for us, there was no other option, in terms of a media partner,” said Kairuz. “Once again, we’ve got the results we were looking for and they’re just a pleasure to deal with, with presenters who are engaging and interactive, and that personal touch is something you just won’t get from another media partner. The Ferrari Owners’ Club of South Africa is incredibly proud of the relationship we have with HOT 102.7FM.”
The Ferrari Track Day is just the latest event to partner with HOT 102.7FM and tap into the power of the brand, with the station recently helping Showtime Management deliver sold-out performances of MAMMA MIA! at Montecasino, which followed successful partnerships with Big Concerts (Roxette and Mike + The Mechanics) and Breakout Events (OMD and Deacon Blue).
All of this as HOT 102.7FM approaches its third birthday in July.
