Radio Alive Campaign (August 2020)

The commercial radio industry’s latest trade campaign highlights radio’s strengths in delivering positive results for Australian businesses, at a time when they need it most. The campaign acknowledges the challenging market conditions currently faced by Australian businesses and serves to educate brands about the significant contribution that radio can make.
 
Developed by Commercial Radio Australia and its members, in conjunction with creative agency Eardrum, the campaign heroes the key attributes of radio most relevant to advertisers now - strong reach, cut through and speed to market.

The series of three metropolitan and three regional radio ads will air across commercial radio stations for eight weeks and present a strong call-to-action to marketers, media planners, business owners and other key decisions makers – invest in radio and maximise results.

The campaign reinforces radio’s ability to engage new customers, with 95% of Australians tuning into radio each week. This presents a unique opportunity for advertisers to reach a mass audience using a cost-effective medium. The creative reminds businesses that every radio ad has an impact. Unlike other channels, radio advertising cannot be skipped, blocked or fast forwarded. The campaign also points to the benefits associated with radio’s short production times, offering advertisers greater flexibility to adapt and deliver new messages to their target market.
 
The multi-channel campaign will be further bolstered by digital, social and trade marketing activities.