Radio industry launches Christmas digital radio offensive
The radio industry has boosted its marketing activity to promote digital radios in the lead up to Christmas.
Branching into outdoor, print and roaming brand ambassadors in addition to radio spots and online, the $3m advertising push begins today.
In radio, a series of four new ads scheduled across 42 commercial stations in the five metro markets, Sydney, Melbourne Brisbane, Perth and Adelaide has been devised by Eardrum, the specialist radio agency.
The crux of the campaign’s message is that digital radio in Australia has nearly reached one million listeners.
This figure is based around digital radio’s cumulative listenership in a week. According to a GFK Marketscope report, 603,932 digital radios have been sold since August 2009.
The outdoor portion will consist of 800 taxi panels designed by RDS’s Richard De Stoop run over three weeks in Sydney, Brisbane, Adelaide and Perth (Melbourne cabs don’t have advertising) and carries the tagline “1 million people agree… it’s a million times better”.
A half-page print and online campaign, also by De Stoop will be carried across all News Limited tabloids in Sydney, Melbourne, Brisbane and Adelaide and Perth’s West Australian on Thursday 8 December.
Commercial Radio Australia has teamed with ABC and SBS for an all-industry push on this portion of the campaign. The digital will also run across Commercial Radio Australia member’s radio station’s sites.
Five Senses experiential will team with promo teams from individual stations in Westfield Shopping Centres across five states to explain the features of digital radio to pedestrians.
The campaign hopes to achieve similar results to the Father’s Day campaign that saw nearly 100,000 digital radios sold in a quarter.
A big pity digital radio is let down by cowboy operators like 2CC and 2CA Canberra which can’t keep their digital signals on air for anything more than a few days without it going down completely for several hours, sometimes even days. The radio is silent yet again as I type this. When the stations are on air there are constant silent dropouts lasting a few seconds each – very frustrating if you are listening to talk radio. By contrast the ABC’s digital signal has none of these problems.
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Good Work CRA! Love that you have expanded the campaign outside of radio!
Would love to see the industry install Digital Radios in Cabs – so that’ everyday people’ can sample all the new radio stations available on DAB+! I’m sure that’ll dirve some further interest in purchase.. =)
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