CRA ask brands to rethink radio in new campaign

Industry body Commercial Radio Australia wants to remind the ad industry that radio works as an effective advertising medium in a new campaign which sees it showcase brands like Aldi and Koala.

The ads were developed by audio agency Eardrum and form part of the Radio Alive rebrand, which is aimed at re-energising radio as an effective advertising medium.

CRA chief executive officer Joan Warner said the campaign would remind brands to think of radio as part of their advertising spend.


“Advertising works and brands that invest in radio will be rewarded with a strong return on investment,” said Warner.

“Radio offers broad reach and allows brands to maintain their share of voice.”

The series of ads kicks off with ALDI and Koala and will see a range of radio advertisers take part. In each spot, a brand ad begins, but is interrupted by a voice pondering the success of radio advertising.

Koala co-founder Dany Milham said: “Koala has invested in marketing to build a distinctive brand and radio has been a valuable element of that.”

Last week, CRA revealed that ad revenues were down in the last quarter.


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