First Digital Radio ads to go to air April 13
The Australian radio industry today announced that the first commercials in the digital radio multi-million dollar awareness campaign will go to air on the 13 April 2009 across all commercial radio stations and in 65 languages on SBS radio in Sydney, Melbourne, Brisbane, Perth and Adelaide.
Developed by independent creative agency Smart in conjunction with Commercial Radio Australia and with the support of all the commercial stations, plus the ABC and SBS, the estimated $10 million on-air awareness campaign for digital radio will illustrate that no matter what type of radio broadcast you listen to – music, talk, sport, news, lifestyle… digital radio will enhance the experience.
Chief executive officer of Commercial Radio Australia, Joan Warner saidthe radio ads, complemented by online executions, are the first step inraising listener awareness of digital radio before the progressiveswitch on of digital services begins in May.
“This campaign is our first direct communication with listeners. Themessage is simple – that digital radio is a new exciting way for ourloyal radio audience to listen to their favourite stations in digitalsound and to discover some great new digital programming,” said MsWarner.
The initial phase of the campaign involves a series of teaser spotswith the message ‘radio is going digital’ and an extensive onlinebanner ad campaign across all radio websites and many partner retailerwebsites. The online executions will use the industry Digital RadioPlus logo launched by Commercial Radio Australia last year, with a linkback to the digital radio website www.digitalradioplus.com.au.
Phase two moves into ads that specifically outline the benefits andcapabilities of digital radio and include widespread retail in storepromotion and point of sale material. This will be followed by thepromotion of a five state capital simultaneous national digital radiolistener event in August.
All the digital radio ads feature a sonic mnemonic in the form of asubtle ‘plus’ vocal and direct listeners to the digital radio websitewww.digitalradioplus.com.au. Retail stores may use this sonic tag totop and tail television and radio advertisements, SBS plan toincorporate it into live reads of the ads, all assisting to buildconsumer awareness and helping the “plus” sonic to become synonymouswith digital radio.
The website is the digital radio information gateway where listeners,retailers, digital radio manufacturers and all key stakeholders caneasily access information about digital radio.
The digital radio plus website allows listeners to put in theirpostcode to find out where digital radio broadcasts will be availableand which retailers will be stocking the new digital radios. Itshowcases the digital radios that are on the market and lists all theradio stations going digital.
In addition the website provides retailers with access to digital radiotutorials and downloadable DVDs to ensure staff are fully briefed onthe arrival of digital radio.
Consumers can also SMS their postcode to the mobile phone number0409DRPLUS (0409 377 587) to immediately find out if they can receivedigital radio in their area.
“Commercial Radio Australia has worked very closely with the radioindustry, manufacturers and retailers to develop a logo, collateral andad campaign that works well for all our stakeholders. We hopelisteners will respond and put a digital radio on top of their must buylist for 2009,” said Ms Warner.
9 Comments
You’d think the radio industry, just prior to their Sirens extravaganza, could create something better than the pile of tripe those ads represent.
Rotten scripts and abysmal production.
Maybe Smart was a dumb choice.
Radio advertising Fail.
These are not good.
Yes they are
utter shite.
The single biggest thing to happen to the radio industry in Australia since God knows when and this is the way they want to announce it? Mind you Digital Radio won’t fail because of this campaign. Take a look at what happened in the UK. You’re asking people to go out and spend hundreds of bucks on a new radio for what? The ability to hear all that shite content in crystal clear digital sound? The ability to rewind so they can hear that shite content again? Or the ability to pause live radio so they don’t miss the shite content they would have missed while they were in the shower?
Fuck me.
Thanks for all your hard work people at CRA. But I think your time is over.
A clear demonstration that CRA & Smart don’t understand radio. Yet another “radio on the radio” execution. And by the way, the Intel mnemonic ripoff is one of the most dreadful attempts ever.
Also it should be mentioned that so far no digital radio receiver has been approved for use in cars. Maybe adding a visual element was not the brightest idea after all.
Digital radio: it’s radio with pictures.
What? You mean TV?
No. Pictures. Like, still images with music.
What? Like a bad montage someone puts on YouTube?
Kind of. But you’ve got to pay a couple of hundred bucks to see it.
Oh. Ok.
Aren’t you excited?
Will I be able to pick it up on my ipod?