Radio Alive attempts to ‘grab marketers by the ears’ as it pushes advertising on radio

Commercial Radio Australia is using everyday sound effects to tell stories about marketing products, in a push to encourage brands to use radio as an advertising medium.

The four new radio advertisements feature stories about marketers who used the medium to push their product. The ads cover the automotive, cruise, real estate and FMCG sectors.

Each 30-second ad commences with ‘another quick success story about radio’. Sound effects including the honking of a cruise ship, a car engine, a choir and people cheering, and are used to explain the story. The ads also feature insights about marketing with the medium.

The latest push builds on Commercial Radio’s new positioning and brand campaign, Radio Alive, and has been put together by Eardum. The original campaign launched in October last year.

Commercial Radio Australia CEO Joan Warner said the campaign seeks to promote radio as a “live, engaging” and “dynamic” medium.

Ralph van Dijk, founding creative director at Eardum, said the campaign tries to communicate the idea that “radio makes things happen”.

“This fast-paced sound-effect-based framework captures the ‘aliveness’ of radio and illustrates what can be achieved when marketers utilise radio and all its assets,” van Dijk said.

The new campaign will run for six weeks and will be supported by a trade marketing and national media campaign.


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