Commercial Radio & Audio (CRA) has launched the Power of Radio campaign, a new series of radio ads featuring the voices of major Australian brands.
The campaign has been created by Eardrum, sister agency of Andy Maxwell and Ralph van Dijk’s new specialist podcast media agency, EarMax Media.
See also: EarMax Media: Andy Maxwell and Ralph van Dijk launch podcast media agency
The first phase of the campaign focuses on ANZ and Hendrick’s, taking a behind-the-scenes look at why their campaigns have used radio to talk directly to their consumer targets.
Jo Dick, chief commercial officer of CRA, said the Power of Radio campaign was designed to “amplify the message that investing just 11% of a campaign budget in radio can double its impact.”
“We have collaborated with these trusted and respected brands to demonstrate the true Power of Radio in action,” Dick said.
ANZ Head of Marketing (Commercial & Private Bank) Lucy Gribble said radio was a key element when advertising ANZ’s online business lending platform GoBiz
“We know small business owners are busy, time poor and on-the-go, so radio is a great avenue to reach them when they’re going about their normal day-to-day business,” said Gribble. “Additionally, business owners are such a broad audience that we like to use multiple channels to reach them.”
Ralph van Dijk, founding creative director at Eardrum, said that the “best endorsement for radio advertising” has been “all the successful brands that regularly use the medium.”
“During the making of the campaign, it was great to hear how these smart marketers have harnessed radio’s power to achieve a variety of marketing objectives. In fact, we had so much material, we could have made a campaign out of each advertiser.”
Marketing manager on Hendrick’s Gin & Innovation at William Grant & Sons, Nathan James added that the power of radio was in its timing: “We use radio to speak to consumers at the most appropriate time of day – ‘gin o’clock’. It was about owning the occasion, so radio was a natural channel to pick for us. It was important to us to use audio that captured our unique tone of voice and conveyed the feeling of refreshment.”