Midrand Resident Drives Away in Brand-New SUV as Jacaranda FM’s ‘Kia or The Cash’ Delivers Over 1 Million Entries

Jacaranda FM has wrapped up its latest integrated brand campaign with Kia South Africa, crowning Midrand listener Jerome Govender the grand prize winner of a brand-new Kia Sonet worth R289,995.

The three-week “Kia Or The Cash” promotion, strategically developed by Jacaranda FM’s commercial and creative teams, ran daily from 07:00 to 19:00. Clues were dropped on-air, across Jacaranda FM’s social media platforms, and through on-the-ground activations hinting at what was hidden in the boot of a brand-new Kia Sonet.

Listeners submitted their guesses via WhatsApp, and every morning one entrant was called live on air. If they answered correctly, they faced the ultimate decision — take the guaranteed cash prize or hold out for a chance to win the car.

The campaign sparked strong audience engagement, with more than 1.1 million entries received over the three-week period. The results highlight the campaign’s success in driving participation and strengthening brand visibility.

Vuyani Dombo, Managing Director at Jacaranda FM, says campaigns like this demonstrate the power of creative collaboration between brands and broadcasters.

“At Jacaranda FM, we pride ourselves on creating tailor-made campaigns that don’t just reach audiences — they actively engage them. ‘Kia Or The Cash’ is a perfect example of how we combine compelling storytelling with the power of our diverse audience ecosystem, and smart mechanics to deliver measurable results for our partners.

“The campaign achieved exceptional participation numbers and kept listeners locked in for three full weeks, proving once again the power of innovative, integrated radio and digital promotions.”

Jerome Govender’s win brought three weeks of suspense and excitement to a thrilling close, with the Midrand listener driving away as the proud owner of a brand-new Kia Sonet.

The promotion forms part of Jacaranda FM’s ongoing strategy to deliver high-impact, results-driven campaigns for brands seeking deep audience connection and strong return on investment.