Commercial Radio Australia unveils its new audio signature

Specialist agency Eardrum has created an audio signature for Commercial Radio Australia.

The three-second “audio logo” will feature in a new set of promotional ads for the use of radio as an advertising medium. which will air on 260 CRA member stations from today.

Like previous ads, the Radio Alive ads use everyday sound effects to tell stories about successful marketing campaigns, in a bid to encourage brand managers to consider radio.

The latest ads focus on radio as “the medium Aussies trust most”. One tells the story of a bakery that can’t express the tastiness of their sausage rolls using a visual ad, while another focuses on trust in radio presenters. A final audio piece shows radio’s ability to create conversations.

Joan Warner, CEO of the industry body, said the importance of audio was amplified through the growing popularity of podcasts and voice activated speakers alongside traditional radio.

“Having an audio brand strategy is as important as having a visual one because consumers are spending a significant proportion of their media time listening, and this is only set to increase as voice technology continues to develop and audio content becomes available across more channels and devices,” Warner said.

Ralph van Dijk, founding creative director at Eardum, said: “The brief was to create a distinctive audio logo that would reflect radio’s contemporary image in just a couple of seconds and be highly memorable.

“The big benefit of an audio logo versus a visual logo is that it stays with you after you’ve experienced it and plays an important role in positively differentiating a product or service. It can create preference, build trust and even increase sales.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.