Summ’it aims to connect audiences through audio storytelling
Commercial Radio & Audio is profiling two more beneficiaries of its Power of Radio campaign. It says The a2 Milk Company and Budget Direct are leveraging radio’s unique ability to connect with Australian audiences. Both brands have highlighted how radio fosters personal, long-lasting relationships with consumers.
CRA’s Power of Radio campaign, created by Eardrum — an agency specializing in audio advertising — emphasizes radio’s strengths in reaching consumers. CRA quotes research showing that allocating just 11% of an advertising budget to radio can double a campaign’s effectiveness. CRA partnered with brands like The a2 Milk Company and Budget Direct to showcase their success with radio.
“Radio is one of the most effective ways to connect with audiences on a deeper level,” said CRA CEO Lizzie Young. “Through the Power of Radio campaign, we’re demonstrating how trusted brands can expand their reach, engage more effectively, and strengthen their relationships with listeners.”
The a2 Milk Company, a major dairy producer in Australia and New Zealand, has confirmed how radio creates emotional connections with audiences. “Radio allows us to communicate the joy and authenticity of our brand in a way that resonates deeply,” said Lizzie Manger, senior brand manager ANZ at The a2 Milk Company. “In a crowded media environment, radio’s personal touch helps us stay front of mind.”
Budget Direct, a prominent Australian insurance provider, said it also sees radio as a critical part of its media strategy. “The voice of ‘Sarge’ is distinctive and has become synonymous with Budget Direct, making our campaign instantly recognizable,” said Jonathan Kerr, chief growth officer at Budget Direct. “Radio gives us the opportunity to connect with listeners in a personal, authentic way, which has helped keep our audience engaged.”
Ralph van Dijk, founding creative director at Eardrum, added, “These brands aren’t just using radio to be heard — they’re standing out. By consistently using sonic branding, they’re creating experiences that last far beyond the broadcast.”
You can hear the campaign radio ads for The a2 Milk Company, Budget Direct and other brands here.
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