LITE, the radio station of relaxing favourites, targeted a mature audience. How does this Radio Station win a bigger footprint outside of their niche demographic?
While catering to their loyal listeners, LITE sought to expand brand presence beyond radio — to stimulate dialogue and interaction. Their solution – a content approach based on “REAL PEOPLE, REAL STORIES.”
LITE’s brainchild “HOARDERS”, was an investigative series driven primarily on Lite’s Facebook platform. It featured Madam Lee, a compulsive hoarder, struggling to take control of her life. Anchored by the Station’s morning announcers Steve and Shaz, they embarked on a journey that explored Madam Lee’s life — and ultimately, earn her trust to return her extreme living space, into a place to call home.
Where Social Media is often portrayed as a young audience’s playground – LITE’s ‘HOARDERS” broke all the rules, creating an impact across audiences, both local and abroad, on a highly competitive platform.