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Beatboxer Tom Thum takes on the musical spectrum in latest push to sell digital radios

Aussie beatboxer Tom Thum takes on opera, sports commentary and kids music in the latest campaign to push DAB+ digital radio.

The campaign comprises four radio ads and a video all featuring Thum creating various different sounds to illustrate the wide range of genres available on digital radio.

Joan Warner, chief executive officer of Commerical Radio Australia, said in a statement: “The industry was looking for an innovative way of communicating the variety of DAB+ digital stations to audiences and to show there is something for everyone on digital radio.”

Ralph van Dijk, creative director of radio specialist agency Eardrum, developed the campaign idea.

“We wanted to develop a campaign for digital radio that was creative, simple, funny, visually entertaining and that had a sound that could break through when played on any radio station,” he said in a statement.

The radio ads will be played across all DAB+ digital radio stations plus 42 commercial stations in the five state metropolitan markets of Sydney, Melbourne, Brisbane, Perth and Adelaide beginning on Monday, October 12.

The video will be played across six Moonlight Cinema locations around Australia from December through to March 2016.

The launch of the campaign coincides with the launch of the new DAB+ digital radio website.

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