Eardrum, Sydney launches national Mother’s Day campaign to promote digital radio for CRA

A new series of radio and online advertisements promoting digital radio as the perfect gift for Mother’s Day begin this week, across 42 commercial radio stations in the five digital radio metropolitan markets of Sydney, Melbourne, Brisbane, Adelaide and Perth.

The six new radio commercials form the next phase of Commercial Radio Australia’s (CRA) digital radio awareness campaign and begin on Monday 19 April running on high rotation for three weeks in the lead up to Mother’s Day on Sunday, 9 May.

Commercial Radio Australia chief executive officer, Joan Warner saidrecently released digital radio research** commission by CRA showed 63%of Australians were aware digital radio had launched in Australia and69% would buy a digital radio for all the new features.  

 “Theaim of these new ads is to target the 40% of people that in ourresearch said they would buy a digital radio in the next 12 months byhighlighting three of the digital radio features; new DAB+ onlyprogramming, sound quality and the pause and rewind feature availableon some digital radios,”  said Ms Warner.

The spots were written by radio specialist agency, Eardrum.Creative director Ralph van Dijk said: “Radio is a great medium fordemonstrating a product’s relevance to a specific audience.  We madesure we focused on the benefits of digital radio, not the functions.”

In addition to the ad campaign a DVD showcasing the new DAB+ onlystations and point of sale signage featuring logos of the new serviceswill be sent to all retail stores stocking digital radios.

Retailersstocking digital radios include; Harvey Norman, Dick Smith, ClivePeeters, The Good Guys, Myer, David Jones, Big W, JB Hi Fi, Target,Retravision, Radio Rentals, Rick Hart and specialist audio retailers.

Thereare more than 50 DAB+ digital radio models available for sale at around600 stores throughout Australia.  An entry level digital radio costsaround $80 with the average unit price at around $154.

All thecommercial radio stations in Sydney, Brisbane, Adelaide, Perth andMelbourne are simulcasting in analogue and digital.  In addition, whenyou buy a new digital radio you get new DAB+ only stations in eachmarket – playing everything from dance music, comedy and unsignedartists – to chill out, country and choose your own music.  Plus thereare special event or pop up stations for sport, festivals and concerts,that run for a short period of time and then transform into anotherconcept – like the recent Radio GaGa.

New commercial DAB+ onlystations include; Zoo Super Digi, Gorilla Super Digi, NovaNation,Koffee, Choose the Hits, Radar, Classic Hits Plus, Classic Hits Live,The EDGE , MY Perth Digital, Hot Country Perth Digital, The Buckle, SkySports Radio 2 and The Crack.

**researchconducted by Hoop Group in late 2009 and early 2010 which surveyed nearly 2,000metropolitan radio listeners.