Ibiza, clubbing Mecca of the world, plays host to many major club tours annually. Dandelion Breeze together with Ricoffy and YFM, made history when we co-ordinated the first tour of this nature from South Africa.
The promotion that the radio competition started was in August and this culminated into a South African event in November. Although largely radio based, the international Ibiza activity was closely mirrored in the audience’s local South African environment.
The Ricoffy pay off line “Picks me up when I need it most” was a magic component of the promotion and it was used repeatedly in elements of the campaign. Ricoffy joined forces with YFM who provided an ideal vehicle to introduce Ibiza to the larger South African youth. The large radio element was supported with posters, direct marketing, print media and delightful web cam use.