CRA radio campaign features marketers

New radio commercials, as part of the multi-million dollar radio brand campaign, will air nationally from today and feature marketing experts talking about how radio can be used to achieve different marketing objectives and why radio is a cost effective and efficient advertising medium.

The spots, first in a new series of commercials to air over the nextfew months, feature interviews with Roger McBride, general manager,marketing and media, I-Select; Elena Pintado, senior brand manager,enterprise and nutritionals, GSK Consumer Healthcare Australia; DavidHancock, managing director, Geeks to You and Bob Goodge, nationalclient management and investment director, SMG Australia. Theinterviewees talk about why they use radio and list its benefits asproviding a personal connection and direct response, and being costeffective and reaching a mass audience in a very targeted way.

The ads also include an interview with futurist, Mark McCrindle, socialresearcher, McCrindle Research, about the role radio plays in the livesof Australians: “Radio provides connection and interaction and createscommunity for every generation. Radio can reach a mass market audience,but in a very targeted way,” Mr McCrindle said.

The ads were written by the award winning radio specialist agency,Eardrum. Creative director of Eardrum, Ralph van Dijk said: “The bestendorsement for radio is the results it continues to generate foradvertisers. This latest campaign allows us to hear first hand fromdecision makers across different categories as well as mediaspecialists, how they use radio to achieve their marketing objectives.The advertisers offered so much great material; we decided to use theads to drive our target audience to the CRA website. There they canhear the full interview (complete with more inane interruptions fromThat Radio Bloke) or download as a podcast.”

The ads, called “Smart Marketers Use Radio” are part of the successful,ongoing multi-million dollar radio brand campaign. They continue to usehumour and feature comedian, Mark Mitchell, as the interviewer and alsoinvite listeners to hear the extended interviews with the experts atthe website: www.commercialradio.com.au

The ads follow on from last year’ s “Radio Advertising, EconomicallySound”, campaign, which promoted the need to trade through the economiccrisis and advertise on radio, and are part of the  overarching brandcampaign, first launched in June 2003. Previous ads have included theworld’s funniest man, John Cleese, as well as spots highlighting theeffectiveness of combining radio advertising with television and alsoonline, as well as targeting niche markets.