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Night on DeROK… connecting audience through radio programme


A radio station. image source justshuddup

A radio station. image source justshuddup

DeROK Quality Café Liqueur, a brand from the stable of Intercontinental Distillers Limited (IDL) has deployed a radio programme Night on DeROK to positively engage its young audience. The rationale for the talk show is to encourage affinity and promote bonding among Nigerian youths.

The programme, which covers several areas of interest such as social and personal issues, is designed to align with the yearnings and aspirations of the youths besides giving them opportunity to bare their mind on issues.

In order to give it a national spread, the stations billed to broadcast the programme are Beat FM, Lagos, Raypower FM, Abuja, Raypower FM, Rivers, BCA FM, Abia, Golden Voice FM, Ekiti and Splash FM, Ibadan. Others are, Independent Radio, Benin and Heartbeat FM, Awka among others. A notable on-air-personality will host the show to further enrich its content that will include music, with English and Pidgin, as its languages.

Beyond providing entertainment, the talk-show is to engage the audience in discussion on various social issues and personal experiences in a relaxed mood. Furthermore, members of the audience are given opportunity to call in, talk about what they feel about the brand, answer questions and ultimately win gifts and branded promotional materials.

For the brand, it is an opportunity to lift the mood of youths as it hopes to thrive on the music, entertainment and fun platforms. The strategy behind this is deliberate as the entertainment platform is chosen to identify with the yearnings of the youthful segment. And this aligns with the brand’s pay off of classic, strong and satisfying.

Providing insight on the attributes of the brand, the statement said it is a uniquely blended, coffee flavoured rich rum based spirit with a dark golden colour. It is a brand that promotes fun and excitement amongst youths. It is a mood lifter and encourages relaxation.

DeROK quality café liqueur is a uniquely blended, coffee flavoured and creamily rich rum based spirit with a dark golden colour, delivering exceptional taste satisfaction, it is specially made for those who desire indulgence while savouring the strong yet creamy sides of life.

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