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

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

The commercial radio industry has launched the next phase of its ‘Radio Alive’ campaign today, using rapid-fire audio effects to bring to life success stories about marketing managers and business owners who have used radio to drive sales results.

The campaign includes four radio ads created by Eardrum that use more than 15 different sound effects to tell the story, including the honking of a cruise ship, the rev of a sports car, an angelic choir and sauce squeezing from a bottle.

The campaign will run across radio for six weeks, supported by trade marketing and a national Media i campaign on 250 screens at media agency locations.

Joan Warner, CEO of Commercial Radio Australia, said the campaign answers the question of why businesses should advertise on radio.

“The campaign aims to highlight the fact that radio is live, engaging, dynamic and most importantly, delivers tangible results using the well documented power of great audio,” she said.

Ralph van Dijk, founding creative director at Eardrum, said: “We simply wanted to communicate that radio makes things happen. It’s a daily habit for most Australians and has become a huge social catalyst.

“This fast-paced sound effect-based framework captures the ‘aliveness’ of radio and illustrates what can be achieved when marketers utilise radio and all its assets.”

Radio Alive was launched in October to position radio as a vibrant and growing medium with extensive reach across digital, mobile and social media.




Latest News

“Cornerstones Of Community Strength”: CARE Spotlights Vital Role Of Women To Overcome Poverty & Recover From Conflict & Disaster
  • Campaigns

“Cornerstones Of Community Strength”: CARE Spotlights Vital Role Of Women To Overcome Poverty & Recover From Conflict & Disaster

This International Women’s Day, CARE Australia will celebrate women as global change-makers amid increasingly frequent conflicts and climate-related crises, with Ashleigh Streeter-Jones, Natalie Kyriacou OAM, and Justine Cullen spearheading the initiative as ambassadors. Lead image: Ashleigh Streeter-Jones In its third consecutive year, the ambassadors will champion CARE Australia’s Her Circle initiative, which recognises that: when […]

Avid Collective Nabs Niki Jones From Junkee Media As New Head Of Enablement & Operations
  • Media

Avid Collective Nabs Niki Jones From Junkee Media As New Head Of Enablement & Operations

Avid Collective has officially announced the appointment of former Scout Publishing and Junkee Media executive Niki Jones (lead image) as its new head of enablement operations. In the newly created role, Jones will be responsible for overseeing operational activities across various arms of business with a focus on partner engagement. “Niki’s appointment comes at an […]