Commercial Radio Australia has partnered up with digital radio manufacturer Pure and retailers Harvey Norman, JB Hi-Fi and Dick Smith to encourage audiences to purchase a digital radio for their mums for Mother’s Day.
Created by radio specialist agency Eardrum, the campaign aims to help out those who don’t “speak mother” and translates what mum really means when she says “darling just make me something for Mother’s Day”.
The four 30 second radio ads promote digital radios as the perfect gift and the retailer’s special offer of a free Dr Lewinn skincare pack when one of three selected Pure digital radios are purchased.
Commercial Radio Australia chief executive officer Joan Warner said: “Digital radio uptake continues to rise and Mother’s Day has proved a popular period for purchase. Support from stations, manufacturers, retailers and listeners have seen digital radio sales defy retail trends in the last four years.”
On air from April 21, the four radio ads will be on high rotation for three weeks across 42 commercial radio stations in the five digital radio metropolitan markets of Sydney, Melbourne, Brisbane, Adelaide and Perth and will be supported by online banners.
It follows on from a similar Christmas campaign which saw Commercial Radio Australia team up with Sony to encourage radio listeners to purchase a digital radio.