Digital radio ads to air next week
The first ads to promote the arrival of digital radio will start airing next week, Commercial Radio Australia said today.
Created by ad agency Smart, there are a series of nine executions designed to get across the idea that the radio experience is about to improve, thanks to digital.
In each case the digital radio announcer intervenes to get the protagonists out of an awkward situation. In one it helps a woman avoid a speeding ticket; in another ther voice gives kids advice on the answer to their homework.
All of the ads can be heard on the Digital Radio Plus web site.
So far, only Austereo has revealed plans for its digital offering, with undiscovered music station Radar Radio. But next Wednesday will see DMG Radio’s CEO Cathy O’Connor announce the network’s new digital brands.
The launch of digital radio has been a convoluted one, but the current timetable sees commercial stations launching in May, with the ABC following in July.
Joan Warner, the CRA’s CEO said: “This campaign is our first direct communication with listeners. The message is simple – that digital radio is a new exciting way for our loyal radio audience to listen to their favourite stations in digital sound and to discover some great new digital programming.”
Sample script:
Title A better uncomfortable chat
Scenario We’re at home. It’s time for dad to have ‘that’ chat with his son. A prospect neither of them are looking forward to.
SFX The footy is on the radio in the background.
Dad Son?
Son Yup?
Dad It’s time we had a little chat about men, women, and how they um… you know?
SFX Something huge has happened at the footy, and the commentators are getting extremely excited.
CALLER Oh and that is incredible!
Son Quick, turn it up Dad!
Dad What?
Son The radio!
CALLER Something has happened in this game that’s got dad out of having to explain the birds and the bees!
SON Wow!
Dad That’s amazing!
CALLER It sure is! Now you can leave it for his Mum to do.
MVO Radio is going digital. And your listening experience will be better than ever before. Find out more at digitalradioplus.com.au
SFX Digital radio sound device
MVO Digital Radio, it’s radio as you know it, plus.
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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What? What drugs are these copywriters on? How the hell are these fantasies supposed to be related to digital radio?
If this is what they have to talk about, I can only assume that the actual features and benefits of digital radio are so lame that no-one will bother switching until they are forced to.
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Really not liking the website. Doesn’t scream new or cutting edge, which is what i’d have expected given the offering.
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So apparently the benefit of digital radio is that you can turn up the volume when something of interest happens?
All those years of straining to hear old-school analogue radio will be gone! Not to mention how many times I’ll avoid those conversations I’ve been dreading!…
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If you read the story properly this is stage 1 of the campaing: ‘radio is coming’. The next stage gets into the benefits. I think it’s good, it gets their interest and attention before confusing up-front with technical talk.
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I don’t like it, If I heard that I’d be very “meh” about it, the only thing that would have made my ears perk up is “digital radio is coming”, not the rubbish about sex and footy…. although if the sex had been more explicit. 😉
Nah, give me the technical details.
1. you get early adopters in.
2. they show their friends how the gear works.
3. They start buying it too, provided there’s a practical reason for having it.
Wolfie!
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