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

commercial radio its a love thing campaignCommercial 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”.

As part of the research for the campaign the CRA commissioned a study of 20,000 people, including media buyers and marketers, to gauge their moods and how open they are to advertising messages from those mediums.

The new ads are aimed at enticing larger brands to use the medium to increase the love their brands can engender by advertising on the medium.

The campaign will roll out in two phases, with the first phase consisting of four ads to be played over six weeks across the commercial radio networks , and a second phase commencing after that building on research done for the campaign.

A specially designed website which went live this morning will also allow people to find out more about the study.

Eardrum founder Ralph van Dijk told the conference this morning the new campaign drew on a song by The Whispers from the 1980s called It’s a Love Thing, which he said “sums up how people feel about radio”.

A new logo has also been created for the campaign, featuring a futuristic radio design at its core which van Dijk said was to show the medium is one of the future, not the past.


Alex Hayes  is a guest of Commercial Radio australia at the conference in Melbourne


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