CRA launches campaign featuring ‘smart marketers’
Commercial Radio Australia has launched the latest industry brand campaign aimed at pushing the effectiveness of radio as an advertising medium.
The Smart Marketers Use Radio campaign features marketing experts talking about how radio can be used to achieve different marketing objectives.
The ads, the first in a new series of commercials to air over the next few months, features interviews with Roger McBride, I-Select GM marketing and media; Elena Pintado, GSK Consumer Healthcare Australia senior brand manager, enterprise and nutritionals; David Hancock, Geeks to You MD; and Bob Goodge, SMG Australia national client management and investment director.
The interviewees talk about why they use radio and list its benefits as providing a personal connection and direct response, while being cost effective and reaching a mass audience in a targeted manner.
The ads also include an interview with futurist, Mark McCrindle, social researcher, McCrindle Research, who talks about the role radio plays in people’s lives.
The ads were written by radio specialist agency, Eardrum.
The latest push follows on from last year’ s Radio Advertising, Economically Sound campaign, which promoted the need to trade through the economic crisis and advertise on radio. They form part of the overarching brand campaign, first launched in June 2003.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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