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As part of its go-to-market strategy in South Africa, Audiomack aimed to significantly enhance its brand recognition and engagement among local music listeners. The streaming platform was looking to increase app downloads and user engagement, specifically targeting South Africa’s urban populations and township areas, where there was a strong affinity for local music stars.
To achieve this, Audiomack partnered with Impacta to execute a wide-scale Out-of-Home (OOH)media campaign, utilising static billboards and wall murals across key cities such as Johannesburg, Pretoria, Cape Town,
and Durban. The goal was to capture attention in high-traffic areas and create a strongvisual presence for the brand.
Impacta, in collaboration with JC Decaux, developed a targeted OOH strategy that focused on placing billboards and murals in densely populated urban and township areas, ensuring maximum visibility and reach. The campaign:
Targeted low to middle-income regions where local music, specifically
Amapiano, Afro-soul, and Hip-Hop, had the strongest influence. These locations included high-traffic zones in Soweto, Khayelitsha, Mabopane, Sebokeng, Alexandra, and Ibhayi.
Leveraged the power of local artist associations by featuring popular South African artists such as Uncle Waffles, Cassper Nyovest, Costa Titch, and DBN Gogo on the billboards, enhancing emotional connection with the audience and driving recognition of Audiomack as a key platform for local music.
Incorporated a clear call-to-action encouraging viewers to download the Audiomack app and engage with its exclusive local music content in a cost-effective manner.
Billboard Placement:
Impacta and JC Decaux strategically selected high-density urban areas across South Africa’s major cities. In each location, billboards were positioned along busy roads, transport hubs, and township centres where foot traffic and vehicle visibility were high. The cities targeted included:
◦ Johannesburg: Soweto, Alexandra, and Sebokeng
◦ Cape Town: Khayelitsha
◦ Pretoria: Mabopane and central Pretoria
◦ Durban: New Germany and Ibhayi
Timing & Reach:
The campaign ran for three months, with billboards and murals maintained across the selected locations to ensure sustained exposure. By focusing on lower socioeconomic status (LSM) areas with high concentrations of Audiomack’s target demographic, the campaign maximised both reach and impact.
Creative Design:
The billboards prominently featured Audiomack’s branding alongside images of local music stars, positioning the platform as the go-to destination for South African music. Wall murals in urban hubs added a layer of artistic appeal, making the campaign stand out even more in key locations..
Collaboration with JC Decaux:
JC Decaux, as a leading global outdoor advertising company, played a crucial role in executing the OOH campaign by securing prime billboard locations and ensuring seamless placement across all cities. Their expertise in navigating the South African advertising landscape helped Audiomack achieve its visibility goals.
Artist Partnerships:
By aligning Audiomack’s OOH campaign with well-known South African artists, such as Focalistic, Nasty C, and Pabi Cooper, the brand connected emotionally with its target audience. These artists resonated deeply with the communities in which the billboards were placed, reinforcing Audiomack local credibility.
Increased Brand Awareness:
The OOH campaign successfully introduced Audiomack to a wide audience across South Africa’s urban and township regions. The strong visual presence of the billboards, combined with the appeal of local music stars, created high recall value for the brand. The campaign achieved a total reach of over 7 million people, with more than 52 million impressions over the three-month period.
Increased App Downloads and User Engagement:
The call-to-action on each billboard encouraged viewers to download the
Audiomack app, leading to a notable increase in app downloads, especially in the
targeted regions.
Cultural Relevance:
By featuring local South African artists and strategically placing billboards in culturally rich areas, Audiomack reinforced its support for the local music industry. The campaign contributed to a deeper connection between the platform and the community, positioning Audiomack as an advocate for South African music and culture.
Long-Term Brand Recognition:
The use of static billboards and murals in key locations ensured that Audiomack
maintained a consistent and visible presence in the communities for an extended
period. This increased long-term brand recognition, ensuring that Audiomack would
remain top-of-mind for music lovers in these regions.
This case study highlights how Impacta’s strategic OOH media campaign for Audiomack
effectively used billboard placements and local artist partnerships to drive brand
awareness and app engagement across South Africa’s major urban centres.
tash@impactaagency.com
