CRA Launches Largest DAB+ Radio Campaign

Music Facilities Shoot

The commercial radio industry has launched a landmark consumer-focused DAB+ digital radio campaign.

The new multimedia marketing campaign is the largest ever DAB+ campaign commissioned by the commercial radio industry since DAB+ services launched in Australia 10 years ago.

Utilising both audio and visual mediums, the campaign is comprised of a series of ads created by highly awarded creative agency Eardrum and respected director Andrew Garrick from The Production Group.

The first phase of the campaign will run during December 2019 and January 2020 and will consist of short and long-form video content and four radio ads.

The radio ads will air across all markets where DAB+ is broadcast, metropolitan and regional, while the video content will primarily be shared in the digital and social space, including catch-up TV. A second phase of activity is planned for 2020.

Joan Warner, chief executive officer of industry body Commercial Radio Australia, said: “This new campaign reinforces radio’s key strengths and listener engagement, while highlighting that DAB+ radio enhances these qualities by offering a variety of choice and exceptional sound quality. DAB+ provides additional diversity in both broadcast content and the ways in which all radio content can be consumed, giving people what they want, when they want it.”

With vibrant scenes displaying the diverse radio audience and impactful slam poetry audio narration, the campaign showcases the value and influence of radio in general, and the benefits of DAB+ radio in particular, which include unique, entertaining content and premium quality sound.

Ralph van Dijk, founding creative director at Eardrum, said: “We wanted to deliver a campaign that blends the timeless qualities of live radio with a celebration of the new world of choice offered to listeners by DAB+. What distinguishes radio from other audio is the emotional connection listeners have with the content and DAB+ offers them even more of what they love.”

There were more than 4.208 million people listening to DAB+ radio in 2018, up from 3.616 million in 2017. DAB+ digital radio now has a weekly reach of 30.4 per cent , with 5.4 million DAB+ enabled devices having been sold in Australia. The new campaign aims to contribute to further growth in these areas and seeks to inspire consumers to consider DAB+ as a required feature when they purchase their next audio device, whether it be a radio or a DAB+ integrated device.

The DAB+ marketing campaign has been launched in-line with the Australian commercial radio industry’s adoption of the global DAB+ logo, as licensed by WorldDAB. The decision to sub-license the logo from WorldDAB was made in order to better align the commercial radio industry in Australia with the international members of the DAB+ community and assist with promoting the technology and improving consumer awareness of DAB+. The updated branding can be seen across the Digital Radio Plus website and will be gradually rolled out across other assets and collateral.

 

 




Please login with linkedin to comment

CRA DAB+

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]