“At the height of the Circuit Breaker in Singapore, Kiss92 FM and BMW Singapore joined forces to spread joy to some of Kiss92’s very lucky and loyal listeners through the “Breakfast at Home” campaign.”
August 6, 2020
When it was announced that Singapore would go into Circuit Breaker mode to curb the rise in community transmission of Covid-19, non-essential businesses were forced shut, people were homebound, and as a result, brands had to pivot their engagement strategies amid the crisis.
Behind the campaign
Amid this backdrop, Kiss92 FM’s morning show, Maddy, Jason and Divian In The Morning, being the most family-oriented English radio breakfast show, wanted to lift their listeners’ spirits by increasing their engagement and interaction with them. At the same time, the station also wanted to endorse a strong and positive family culture, and with people at home during the Circuit Breaker, the idea of having breakfast together felt relevant and relatable, which is how the “Breakfast at Home” campaign came about.
The mechanics of the campaign were simple: listeners had to submit stories of what brought them joy during the Circuit Breaker for a chance to win.
BMW Singapore had reached out to Kiss92 FM to explore working together. As it turned out, the station’s campaign concept was a perfect match for BMW Singapore’s brand message, “Together, Let’s Bring Joy”.
Right time, right place, right goals
With similar end goals and a similar target audience, the morning show’s team, together with a highly supportive BMW Singapore, set to work to put the campaign into action. Boosted by daily ad-libs, promotional trailers, and traffic drivers across multiple platforms, “Breakfast at Home” saw a total of 98 unique entries in just 8 days!
The two most joyful stories were selected to enjoy the grand prize of “Breakfast at Home” with Maddy, Jason & Divian in the Morning, while 12 other lucky listeners each received $120 worth of breakfast vouchers, kindly sponsored by Summerlong, Fat Prince, and Neon Pigeon, and delivered to the homes of the winners.
The two grand prize winners not only had breakfast courtesy of Summerlong sent to their homes, they were also invited to join Maddy, Jason, and Divian on-air via Facebook Live streams on 24 and 30 April respectively. Despite the short lead time, the breakfast live-streams garnered close to 180k views in total, an exponential increase in engagement as compared to pre-Covid.
“Before the pandemic, loyal Kiss fans would tune in to “Maddy, Jason & Divian in the Morning” while on their daily commute to work or school; we were the fuel for their day ahead. With our listeners homebound, we wanted to remind them that the familiar and comforting voices they love would continue to power them through the mornings, even if their routines are a little different,” said Maddy Barber, Senior Producer-Presenter at SPH Radio.
Despite the challenges and restrictions that were in place during the Circuit Breaker, Kiss92 and BMW Singapore played to their strengths to reach their common goals of bringing joy to many Kiss fans with “Breakfast at Home”.
“This was a truly collaborative effort that allowed us to bring joy to Kiss92 FM listeners, while encouraging them to stay safe at home. At a time when car showrooms were closed, it was also an opportunity for BMW to encourage consumers to visit our Digital Showroom and explore what BMW had to offer during the Circuit Breaker,” said Brenda Pek, Marketing Director at BMW Singapore.