Australia - Marketing - History

09.12.2016

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. 

Current Campaign - 

Past Campaigns

Five Reasons to Upgrade to DAB+

Radio launches new campaign to urge consumers to upgrade to digital

The commercial radio industry has launched a new marketing campaign to encourage Australians to upgrade their old radio sets to a new DAB+ digital radio.

The campaign likens the switch to DAB+ to the transition of TV from analogue to digital, and focuses on the benefits of upgrading, including better sound quality and up to 30 extra stations.

Commercial Radio Australia chief executive officer Joan Warner said recent price drops and the introduction of a range of innovative new products this year made it a great time for consumers to upgrade their radios.

“Many people wake up to the same radio they have used for years – but like all technology, there are benefits to upgrading to a new digital model,” she said. “Consumers spend about 16 hours per week listening to radio, so it’s a worthwhile investment for the extra station choice and better sound quality.”

Ms Warner said DAB+ was now reaching a significant audience, with 27% of Australians in the five metro capitals switching on to digital radio stations each week.

GfK’s Digital Radio Report 3, released 13 September, shows the cumulative audience for DAB+ simulcast and digital-only stations at 3.60 million people in the five major metropolitan cities. 

Ms Warner said there were 2.73 million DAB+ devices in market at June 2016, including 652,000 in new cars.  The figures include sales of the LG Stylus DAB+ smartphone which went on sale in Australia in May through Optus, Virgin Mobile and key retailers.

“We’re pleased that consumers have reacted positively to the LG Stylus DAB+, making it LG’s number one selling smartphone in Australia in 2016,” she said.

Download the full release and infographic.

GfK’s Digital Radio Report 3, 2016 is available here.

Digital Radio. It's the Box You Can't Beat 

Building on the highly successful previous Mother’s Day, Father’s Day and Christmas digital radio campaigns, a series of four new radio ads and a video (below), will be played across all DAB+ digital radio stations plus 42 commercial stations in the five state metropolitan markets of Sydney, Melbourne, Brisbane, Perth and Adelaide beginning on Monday, 12 October.

The Tom Thum DAB+ digital radio video will be played across six Moonlight Cinema locations around Australia from December through to March 2016 at more than 300 screenings to thousands of outdoor cinema fans in Sydney, Brisbane, Adelaide, Melbourne and Perth.

In addition to the ads, video and sponsorship the radio industry has launched a new DAB+ digital radio website. It features the all-of-industry Digital Radio Plus blue cross logo produced by multiple award winning creative, John Mescall in 2008. The website allows for easier navigation and provides new content, including information regarding DAB+ in vehicles and the latest global developments. On it, you can also hear the new radio ads for DAB+.

15.09.2016

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. 

Current Campaign - Five Reasons to Upgrade to DAB+

Radio launches new campaign to urge consumers to upgrade to digital

The commercial radio industry has launched a new marketing campaign to encourage Australians to upgrade their old radio sets to a new DAB+ digital radio.

The campaign likens the switch to DAB+ to the transition of TV from analogue to digital, and focuses on the benefits of upgrading, including better sound quality and up to 30 extra stations.

Commercial Radio Australia chief executive officer Joan Warner said recent price drops and the introduction of a range of innovative new products this year made it a great time for consumers to upgrade their radios.

“Many people wake up to the same radio they have used for years – but like all technology, there are benefits to upgrading to a new digital model,” she said. “Consumers spend about 16 hours per week listening to radio, so it’s a worthwhile investment for the extra station choice and better sound quality.”

Ms Warner said DAB+ was now reaching a significant audience, with 27% of Australians in the five metro capitals switching on to digital radio stations each week.

GfK’s Digital Radio Report 3, released 13 September, shows the cumulative audience for DAB+ simulcast and digital-only stations at 3.60 million people in the five major metropolitan cities. 

Ms Warner said there were 2.73 million DAB+ devices in market at June 2016, including 652,000 in new cars.  The figures include sales of the LG Stylus DAB+ smartphone which went on sale in Australia in May through Optus, Virgin Mobile and key retailers.

“We’re pleased that consumers have reacted positively to the LG Stylus DAB+, making it LG’s number one selling smartphone in Australia in 2016,” she said.

Download the full release and infographic.

GfK’s Digital Radio Report 3, 2016 is available here.

Past Campaigns

Digital Radio. It's the Box You Can't Beat 

Building on the highly successful previous Mother’s Day, Father’s Day and Christmas digital radio campaigns, a series of four new radio ads and a video (below), will be played across all DAB+ digital radio stations plus 42 commercial stations in the five state metropolitan markets of Sydney, Melbourne, Brisbane, Perth and Adelaide beginning on Monday, 12 October.

The Tom Thum DAB+ digital radio video will be played across six Moonlight Cinema locations around Australia from December through to March 2016 at more than 300 screenings to thousands of outdoor cinema fans in Sydney, Brisbane, Adelaide, Melbourne and Perth.

In addition to the ads, video and sponsorship the radio industry has launched a new DAB+ digital radio website. It features the all-of-industry Digital Radio Plus blue cross logo produced by multiple award winning creative, John Mescall in 2008. The website allows for easier navigation and provides new content, including information regarding DAB+ in vehicles and the latest global developments. On it, you can also hear the new radio ads for DAB+.

02.06.2016

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. 

Current Campaign - Digital Radio. It's the Box You Can't Beat 

Building on the highly successful previous Mother’s Day, Father’s Day and Christmas digital radio campaigns, a series of four new radio ads and a video (below), will be played across all DAB+ digital radio stations plus 42 commercial stations in the five state metropolitan markets of Sydney, Melbourne, Brisbane, Perth and Adelaide beginning on Monday, 12 October.

The Tom Thum DAB+ digital radio video will be played across six Moonlight Cinema locations around Australia from December through to March 2016 at more than 300 screenings to thousands of outdoor cinema fans in Sydney, Brisbane, Adelaide, Melbourne and Perth.

In addition to the ads, video and sponsorship the radio industry has launched a new DAB+ digital radio website. It features the all-of-industry Digital Radio Plus blue cross logo produced by multiple award winning creative, John Mescall in 2008. The website allows for easier navigation and provides new content, including information regarding DAB+ in vehicles and the latest global developments. On it, you can also hear the new radio ads for DAB+.