Commercial radio industry launches new ‘Radio. It’s a Love Thing’ campaign to woo advertisers

Commercial Radio Australia has launched its new advertising campaign aimed at pulling in more big brand advertisers, based on a study of 20,000 consumers, it claims shows radio is the best medium for influencing buyer behaviour.

The new campaign, the product of collaboration form the top marketers at the industry body’s member stations and created by Eardrum, is based around a specially written song, drawing on the research which showed people’s “happiness and energy levels increased by nine times” when they listened to radio, and is aimed at big brands.

Presenting the new direction at the Commercial Radio Australia conference this morning Australian Radio Network CEO Ciaran Davis described the new campaign as “the most integrated and impactful brand campaign our industry has commenced”.