The first phase of the Australian radio industry’s $10 million campaign to promote the roll out of digital radio will launch this Monday.
A series of teaser ads with the message “radio is going digital” will air across all commercial radio stations in Sydney, Melbourne, Brisbane and Perth, as well as in 65 languages on SBS Radio. Created by independent agency Smart in conjunction with Commercial Radio Australia (CRA), the radio execution will be supported by online banner ads to increase radio listeners’ awareness of the digital “switch-on” which will roll out from May 1 across the commercial networks and July 1 for the ABC and SBS.
The second phase will include more informative radio ads that outline the benefits and capabilities of digital radio as well as point-of-sale and in-store promotions at various retailers. The awareness campaign will culminate in a national launch event in August.
The online ads, which will feature on the radio network’s and partner retail sites, will include the Digital Radio Plus logo, launched by CRA last year, and include a link to the digital radio website. An audio sonic mnemonic has also been created to streamline the radio ads with any other radio and television promotions created by retailers.
