Eardrum taps into community spirit with CBAA radio campaign
Audio specialist agency Eardrum will be leaning on community spirit in its latest national radio campaign for CBAA which encourages listeners to download the Community Radio Plus app.
The peppy commercial focuses on a roving character who helps strangers download the app while out and about. There are four variations to the ad.
Allowing access to over 330 stations, the Community Radio Plus app also provides program schedules, access to station podcasts, and direct contact with the studio.
“The campaign theme was born out of the one-to-one connection listeners have with their Community Radio station,” said Ralph van Dijk, founding creative director of Eardrum.
“It gave us an entertaining and versatile platform to highlight the many benefits of the app”.
Andrew Morris, manager of online products and services at CBAA said: “Getting the buy-in from such a diverse range of stakeholders was essential and the Eardrum team has created a customisable campaign the stations have embraced, and listeners will no doubt enjoy”.
As part of the campaign, listeners are being encouraged to share on social media the most unusual location they’ve accessed their station thanks to the app.
The Community Radio Plus app is available now on the App Store or Google Play.
Credits:
CBAA CEO: Jon Bisset
CBAA Manager of Online Products and Services: Andrew Morris Agency:
Eardrum Executive Creative Director: Ralph van Dijk
Creative Director: Joe Hawkins
Copywriters: Ralph van Dijk, Joe Hawkins, Charlie Garber
Producer: Jessie Williams
Audio Post: MassiveMusic
Sound Design: Myles Lowe
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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