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Edutainment soapie hits the airwaves

Story from: CAJ News Africa

JOHANNESBURG, (CAJ News) – THE second series of a radio soapie educating South Africans on finance, through indigenous languages, will hit the airwaves on Thursday.
Aptly titled Absaville, it is a brainchild of Absa and will run until December 15 in nine local radio stations.
David Wingfield, Absa’s Head of Marketing, says when the bank decided to roll out its Shared Growth strategy to the market, it knew it needed a multilingual storytelling campaign that could communicate its narrative.
“Absaville is a dynamic platform to speak with people in their mother tongue; young, old, rich, poor, who are passionate listeners of radio soapies on their favourite stations conveying memorable content with which they can resonate and identify. It’s an audience, not a market,” says Wingfield.
Creatrix an agency specialising in telling brand stories using multilingual, destination-driven radio content, developed the series.
Gearing up for Season 2, the Creatrix Crew will write and produce over 300 programmes.
“We’ve found that the longer a destination listening platform is on air, the better the traction, the more popular it becomes,’ says Lynn Joffe, ECD of Creatrix.
Joffe says the series’ expansion into four additional languages demonstrates the commitment and vision the brand holds towards communicating on the same wavelength as the target market.
“Absaville has legs into the future, adapting and amplifying embedded product messages through plot and character development,” adds Joffe.
It is believed the average South African spends more money than they earn per year.
CAJ News

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