Commercial Radio Australia Launches Phase Two Of Industry Campaign

Commercial Radio Australia Launches Phase Two Of Industry Campaign
Shannan Parker
By Shannan Parker
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Commercial Radio Australia (CRA) has launched phase two of the industry-wide “Radio. It’s a Love Thing” brand campaign, with four new radio ads on air across 261 metropolitan and regional commercial radio stations.

The four, 30 second ads are based on comprehensive research conducted by Colmar Brunton that analysed nearly 20,000 respondents and showed how radio advertising directly influences consumer behaviour.

Founding creative director of radio specialist agency Eardrum, Ralph van Dijk, uses the voice of the “Radio. It’s a Love Thing” campaign, Andrew Hansen and Australian band “No Pictures” to bring the scripts to life highlighting four key facts from the research:

  • People are seven times more likely to buy cars they’ve heard advertised on radio.
  • Six times more likely to visit websites they hear advertised on radio.
  • Three times more likely to buy furniture and homeware brands they hear advertised on radio
  • Radio is Australia’s top performing industry on Facebook

The successful phase one ads were launched in October 2014 and highlighted that radio listeners are nine times happier when listening to their favourite radio station.

CRA chief executive officer, Joan Warner said: “While radio is highly competitive and radio stations are aiming to increase their audience share in the first survey of 2015 tomorrow, radio understands the importance of working together to promote radio’s influence and strength as a medium.”

Listen to the spots here.

 

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Catriona Pollard Clemenger BBDO Sydney CRM Director

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