Australia - Marketing - History
16.10.2014
The awareness of digital radio continues to improve as a result of the brand awareness campaigns and retail promotions. A number of on-air radio, online and social media campaigns run across the 42 commercial metropolitan stations and digital only stations each year. The primary objective of these campaigns is to promote and educate listeners about the key benefits of DAB+ digital radio, including improved sound quality and greater station choice.
Retail campaigns on air and online support the major retail periods of Mother’s Day, Father’s Day and Christmas. A screen based receiver was selected by the industry to encourage other manufacturers to also support DAB+ broadcast text and graphics as all Australian digital stations broadcast these features.
To raise awareness with regional audiences, CRA developed a regional campaign “wewantdigitalradio”, which has been aired on regional stations and encourages listeners to send a message of support to their local Member of Parliament to support digital radio being rolled out to their area.
Listen to the new digital radio ads at www.digitalradioplus.com.au click here.
Examples of outdoor promotional material
15.10.2014
The awareness of digital radio continues to improve as a result of the brand awareness campaigns and retail promotions. A number of on-air radio, online and social media campaigns run across the 42 commercial metropolitan stations and digital only stations each year. The primary objective of these campaigns is to promote and educate listeners about the key benefits of DAB+ digital radio, including improved sound quality and greater station choice.
Retail campaigns on air and online support the major retail periods of Mother’s Day, Father’s Day and Christmas. A screen based receiver was selected by the industry to encourage other manufacturers to also support DAB+ broadcast text and graphics as all Australian digital stations broadcast these features.
To raise awareness with regional audiences, CRA developed a regional campaign “wewantdigitalradio”, which has been aired on regional stations and encourages listeners to send a message of support to their local Member of Parliament to support digital radio being rolled out to their area.
Listen to the new digital radio ads at www.digitalradioplus.com.au click here.
Examples of outdoor promotional material
09.05.2014
Father's Day Promotion
Commercial Radio Australia (CRA) has released three new radio ads promoting digital radio as the ideal Father’s Day gift.
Produced by radio specialist agency Eardrum, the series of three 30 second ads feature some not so subtle hints from dad on what he wants for Father’s Day.
The radio campaign will play for three weeks, across 42 commercial radio stations in the five digital radio metropolitan markets of Sydney, Melbourne, Brisbane, Adelaide and Perth, and features a bonus offer Sony Headphones valued at $69.95 with every purchase of any Sony DAB+ product at all participating retailers.
To listen to the new digital radio ads click here http://www.digitalradioplus.com.au/index.cfm?page_id=1053.
Mother's Day Promotion
Commercial Radio Australia is partnering with digital radio manufacturer Pure and retailers; Harvey Norman, JB Hi-Fi and Dick Smith this Mother’s Day, offering two presents for the price of one and helping out those who don’t “speak mother”.
Radio specialist agency, Eardrum has put together an amusing series of four, 30 second radio ads written in “mother speak” but translated into what mum really means. When mum says, “darling just make me something for Mother’s Day”, that’s ‘mother speak’ for “I hate the stuff you buy me” or “The best Mother’s Day present is to see you”, translated means “Am I not even worth a present”.
Pure have teamed up with major retailers, Harvey Norman, JB Hi-Fi and Dick Smith to offer consumers a free Dr Lewinn’s skincare pack (valued at $49.95) when one of three selected Pure digital radios are purchased. Buyers can choose from a Pure One Elite, Pure One Flow or Pure One Classic and the Gift With Purchase (GWP) will be available at the time of purchase, rather than requiring a redemption.
The four Mother’s Day ads begin next week (21 April) 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, and will be supported by online banners.
Listen to the new digital radio ads at www.digitalradioplus.com.au click here.