Australia’s listening – CRA release new ads in radio brand campaign via Eardrum, Sydney
New commercials, as part of the multi-million dollar radio brand campaign, will air nationally from today to highlight that commercial radio can reach over 16 million Australians in an average week. The “Australia’s Listening” spots feature everyday Australiansincluding a teenager, busy professional, tradesperson, mother andbanker all being interviewed by Mark Mitchell in ahumorous way about why and how they listen to radio.
The ads were written by radio specialist agency, Eardrum. Says creativedirector of Eardrum, Ralph van Dijk (left): “Commercial radio delivers hugeaudiences and by featuring different listeners talking about theirparticular station, we also remind advertisers of how targeted it is.
“Marketingbudgets are under increased scrutiny so it’s important that thecampaign reiterates radio’s unique strengths. The campaign line’Australia’s Listening’ also reminds advertisers that radio’s audienceis actively engaged in the content.”
The ads are part of the successful, ongoing multi-million dollarradio brand campaign and will go to air over two phases. They followthe most recent campaign launched at the start of this year whichfeatured marketers talking about why they use radio and listing itsbenefits as providing a personal connection and direct response, andbeing cost effective and reaching a mass audience in a very targetedway.
Previous ads in the radio brand campaign, first launched in June2003, have included John Cleese, as well as spots highlighting theeffectiveness of combining radio advertising with television and alsoonline, as well as targeting niche markets.
The cumulative listening figure, combining metropolitan and regionallistening survey figures by The Nielsen Company, highlights the abilityof radio to reach an extensive number of people each week as well astarget a range of different people.
Chief executive officer ofCommercial Radio Australia, Joan Warner said the campaign aims tohighlight radio’s very strong reach, its accessibility and itscost-effectiveness: “Radio can now be accessed on analogue radio,digital radio, via the web, on mobile phones, via podcasts – more thanever before. Busy, mobile Australians are particularly strong radiolisteners because of its accessibility while they are on the go – atwork, driving, relaxing at home or using the internet,” Ms Warner said.