Eardrum creates Mother’s Day spots for digital radio – with special tags for Myer and Dick Smith
The commercial radio industry continues to drive the promotion of digital radio with Commercial Radio Australia (CRA) launching a series of radio commercials – created by Eardrum, Sydney – featuring special tags for two key retailers promoting digital radio for Mother’s Day.
The radio campaign which begins this week on high rotation for three weeks, across 42 commercial radio stations in the five digital radio metropolitan markets of Sydney, Melbourne, Brisbane, Adelaide and Perth, is supported by online banners, retailer brochures and social media.
Says Commercial Radio Australia chief executive officer, Joan Warner: “Dick Smith and Myer are being acknowledged specifically in the Mother’s Day ad campaign in recognition of extra levels of support and promotional activity of the digital radio category during this Mother’s Day retail cycle.”
Digital radio devices have defied the Australian retail slump with nearly 800,000 sold in the last two and a half years.
Ms Warner believes digital radio sales continue to rise as manufacturers are bringing affordable and innovative models to market: “The 2011 Christmas and New Year digital radio sales period was the most successful since launch. We hope our continued collaboration with retailers to promote digital radio to listeners will result in another positive spike in sales,” said Ms Warner.
The Mother’s Day ads were written by the award winning radio specialist agency, Eardrum creative director Ralph van Dijk.
Animated online banner ads complementing the radio campaign will run on all metropolitan commercial station websites and on digitalradioplus.com.au. Exclusive promotional offers will be offered in store by Dick Smith and Myer throughout the Mother’s Day ad campaign.