BP SA has partnered with the SABC's largest commercial radio stationMetro FM, on their flagship event, the 13th Annual Metro FM Music Awards, and is very proud to be powering this event this year. BP has, as part of their sponsorship strategy and policy, identified music and sports as the sponsorship platforms to draw them even closer to their customers.
Kaibe Mollo, BP's ASP Brand and Insight Manager, says there is a strategic fit between the two brands. Firstly, both brands boast an incredible heritage in the market; with BP having been around for over 100 years, and Metro FM being born with the advent of democracy. The fact that the awards are in their 13th year, also shows the staying power of the Metro Music Awards.
Secondly, both brands are about engaging with and listening to the South African consumer; and lastly, both brands are about trying to be present in our consumer’s lives, wherever they are.
BP is constantly maintaining and increasing their national footprint and Metro FM being the biggest national commercial station in the country; has a footprint that covers pretty much the whole country. The opportunities for synergies between the two brands are unquestionable.
The nominees were announced on the 16th of January, and the public are invited to vote for their favourite artist within the specific categories. The artists, who receive the most public votes, walk away with the Metro FM Music Award on the evening of the event.
The awards will be held at the Inkosi Albert Luthuli Conference Centre (ICC), in Durban on the 1st of March 2014 and will be broadcast live on SABC 1 at 8pm. The theme for the awards will be Celebrating 20 years of our democracy as a country through music.
BP will be running campaigns nationally to encourage listeners to visit BP forecourts to stand a chance to win tickets to the event. BP will also run regional site activations where a lucky customer/site will win the opportunity to attend a Metro FM regional event. Furthermore, a lucky winner will be drawn from the pool of regional winners and be afforded a VIP Experience at the awards, courtesy of BP.