Commercial Radio Industry Launches Third Phase Of ‘Radio Alive’ Campaign

Commercial Radio Industry Launches Third Phase Of ‘Radio Alive’ Campaign
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The commercial radio industry has unveiled a new audio logo for its ‘Radio Alive’ campaign, as it launches into its third phase.

The campaign urges brands to develop a clear audio strategy to better connect with customers in the new media environment.

Joan Warner, the chief executive officer of peak industry body Commercial Radio Australia, said the importance of audio was highlighted by growing audiences for radio and the increasing popularity of podcasts and voice-activated speakers.

“Having an audio brand strategy is as important as having a visual one because consumers are spending a significant proportion of their media time listening, and this is only set to increase as voice technology continues to develop and audio content becomes available across more channels and devices,” she said.

The industry launched the third phase of its Radio Alive campaign today, including three new radio ads and an audio logo developed by Eardrum. The ads go to air nationally across 260 radio stations and will be supported by trade marketing.

Ralph van Dijk, founding creative director at Eardrum, said the Radio Alive audio logo uses sampling and original music to grab attention and improve recall.

“The brief was to create a distinctive audio logo that would reflect radio’s contemporary image in just a couple of seconds and be highly memorable,” he said.

“The big benefit of an audio logo versus a visual logo is that it stays with you after you’ve experienced it and plays an important role in positively differentiating a product or service. It can create preference, build trust and even increase sales.”

The new ads focus on radio being “the medium Aussies trust most” and continue the theme of using case studies to demonstrate the effectiveness of radio advertising.

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