The commercial radio industry has joined forces with digital radio brand Pure to launch an aggressive retail campaign aimed at putting DAB+ radios high on Christmas shopping lists this year.
Consumers can receive up to $100 cashback if they purchase a Pure digital radio from participating major retailers including Myer, JB Hi-Fi, The Good Guys, Harvey Norman, Bing Lee, David Jones and Amazon during the promotion period.
Radio will support the offer with more than $2 million worth of on-air advertising and product giveaways across commercial radio stations in the five major capital cities.
Joan Warner, CEO of Commercial Radio Australia, said consumer research conducted by GfK earlier this year found that 21 per cent of radio listeners surveyed said they were very or extremely likely to purchase a new digital radio in the next 12 months.
“Australians spend more than two hours a day on average listening to radio, so it’s not surprising that there is a high level of intention to purchase a new device,” she said.
“We hope to convert that intention into action with an attractive offer that will be promoted strongly across radio over four weeks, reaching an audience of 10.5 million people.”
Sohan Karunaratne, marketing director at Aqipa, Pure’s exclusive Australian distributor, said: “We’re delighted with the strong support we’ve received from commercial radio and our retail partners in this campaign.
“The offer is available across all 14 Pure DAB+ radio products in market, and we believe it will achieve a significant uplift in sales.”
The Siesta Rise bedside clock radio (RRP$199.99) will carry a $50 cashback available by online redemption and the top-selling Pure Elan E3 portable DAB+ radio (RRP$129.99) will come with $30 cashback.
The promotion period begins on Saturday and the on-air ad campaign will launch on Monday. Three radio ads (which you can listen to here) have been produced featuring a mad Santa character who wants to take credit for the gifts because the digital radios are such a good present.
DAB+ digital radio, which offers enhanced sound quality and up to 30 extra stations compared to AM/FM, launched in Sydney, Melbourne, Brisbane, Adelaide and Perth in 2009.
Commercial broadcasters will switch on permanent digital radio services in Canberra, Darwin and Hobart next year.
Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]
Amaysim has debuted the official music video for the song at the centre of their new campaign, Love Machine, performed by former Gang of Youths lead guitarist, Joji Malani. The music video, produced by creative agency, 72andSunny, builds on the success of amaysim’s recently launched Little Sim, Big Love brand platform and tells a tongue in cheek […]
Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]
Brand experience and innovation company Akelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]
7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy. With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer. 7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]
New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]
The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]
In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]
Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]