ECR's digital radio station East Coast Gold (ECG) won Bronze in the Publisher Brand-Building Campaigns category.

ECG was recognised for extending the reach and audience of mother brand ECR, including through its campaign, 'Times change, the music doesn't'. The national campaign honoured classic hits from the 1960s, 1970s and 1980s.

"East Coast Gold has allowed East Coast Radio to retain a core audience that had been supportive of ECR for a very long time, with music that appeals to them," says East Coast Radio's managing director Boni Mchunu.

"To demonstrate just how relevant and powerful the messages these songs still carried were, we took impactful song lyrics from well-known classic songs and combined them with imagery and footage of modern life. This was done to show how timeless the classic hits were, proving that while times changed, the music didn't," Mchunu adds.

East Coast Radio was also a finalist in the Audio Content & Campaigns category for its 2022 'April Fuel's Day' campaign.

The campaign was well received by listeners who were feeling the pinch at the pumps after South Africa experienced its highest single increase in the price of fuel.

"The fuel price felt like the most over-the-top prank that we had to deal with, so there was truly no need for any more uneasiness on 1 April. East Coast Radio wanted to flip this day on its head by revving things up with 'April Fuel's Day," Mchunu says.

The station gave its listeners a chance to win a R1 000 fuel voucher every hour from 06:00 to 19:00.

"When planning and executing radio campaigns, we always focus on how we can create memorable and meaningful moments for our listeners. Being recognised at awards ceremonies is confirmation of a job well done for our hardworking team," concludes Mchunu. 

For more information, visit www.ecr.co.za. You can also follow East Coast Radio on Facebook, Twitter or on Instagram.