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.
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.
Really not liking the website. Doesn’t scream new or cutting edge, which is what i’d have expected given the offering.
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!…
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.
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!