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Lesedi FM, the SABC South Sotho radio station with a large Free State footprint, commissioned ComutaNet to display its call-to-action on 16 megabuses used by, and amongst, their targeted listeners. The creative minds behind the campaign leveraged images of several of Lesedi FM’s radio announcers for the promotion.

These included smiling, good looking, Motshogo inviting listeners to ‘Bua le Yona”, or, “Talk to Us” on his show, and pretty Mphahlolle, saying, “Sibili, Always Entertaining”, referring to her late night slot.

Says Gavin Ritchie, General Manager, Sales and Marketing, ComutaNet, “Use of the local Sotho vernacular adds to the impact of the promotion amongst the desired audience. The selected mobile media platforms, huge buses, move only within this footprint, eliminating wastage whilst contributing to efficiency”.

The three-month campaign between April and July will ensure that many thousands of Free Staters will tune in to Lesedi FM, says Gavin, “Lesedi FM expects positive results – they will get them!”