Santa Claus envious of digital radio station gifts in CRA campaign

Santa Claus is jealous of the digital radio stations family and friends are giving one another this Christmas, in a new campaign for commercial radio.

The three 30-second ads feature Santa Claus speaking to an elf about the digital radio stations, which a number of Australians will receive this Christmas.

The ads feature a mad Santa who wants to steal the presents and claim them as his own

In the first ad, the elf reveals to Santa Claus that people will be happy with the Christmas presents they are receiving – digital radio stations – but not the presents from him. A second ad sees Santa try and cross out a mother’s name on a card to pretend the digital radio station is from him.

In a third piece of work, Santa Claus tries to steal a digital radio station for himself.

The campaign is part of a major marketing effort to encourage consumers to buy digital radio stations this Christmas. It’s tied to a promotion which gives consumers $100 back if they purchase a ‘Pure’ digital radio from retailers including Myer, JB Hifi-, The God Guys, Harvey Norman, Bing Lee, David Jones and Amazon.

John Warner, CEO of Commercial Radio Australia, said the campaign was off the back of research which found 21% of radio listeners surveyed would be a new digital radio in the next 12 months.

“We hope to convert that intention into action with an attractive offer that will be promoted strongly across radio over four weeks, reaching an audience of 10.5 million people,” Warner said.

Sohan Karunaratne, marketing director at Aqipa, Pure’s exclusive Australian distributor, said he was delighted by the work.

“The offer is available across all 14 Pure DAB+ radio products in market, and we believe it will achieve a significant uplift in sales,” Karunaratne said.

The promotion period commences December 1, while the campaign launches on Monday.