CRA launches Power of Radio campaign

Commercial Radio & Audio has launched its Power of Radio campaign, featuring new radio ads voiced by experts from some of Australia’s most trusted brands, including banking group ANZ and Hendrick’s Gin. Created by ad agency Eardrum, the campaign’s first phase explores why these brands have chosen radio as a medium to reach their target audiences.

CRA Chief Commercial Officer Jo Dick stated that the Power of Radio campaign aims to highlight research showing that radio can double a campaign’s effectiveness. “We wanted to amplify the message that investing just 11% of a campaign budget in radio can double its impact, so we have collaborated with these trusted and respected brands to demonstrate the true Power of Radio in action,” Dick said.

ANZ Commercial and Private Bank Head of Marketing Lucy Gribble emphasized the importance of radio in 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. Additionally, business owners are such a broad audience that we like to use multiple channels to reach them,” Gribble said.

Nathan James, Marketing Manager on Hendrick’s Gin and Innovation at premium spirits company William Grant & Sons, noted the strategic timing of radio ads. “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,” James said.

Ralph van Dijk, founding creative director at Eardrum, commented, “The best endorsement for radio advertising is all the successful brands that regularly use the medium. During the campaign’s creation, 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 that we could have made a campaign out of each advertiser.”

You can hear examples of the Power of Radio campaign here.