A key takeaway from Commercial Radio and Audio’s (CRA) The Audio Edge event in Melbourne earlier this month was that an investment of 11% in radio can double your campaign effectiveness. Now, a new Power of Radio campaign builds on that research with a series of radio ads created by Eardrum.
Listen below:
The first phase of the campaign focuses on ANZ and Hendrick’s Gin, taking a behind-the-scenes look at why their campaigns used radio to talk directly to their consumer targets.
Ralph van Dijk, founding creative director at Eardrum, said:
“The best endorsement for radio advertising are 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.”
ANZ Head of Marketing (Commercial & Private Bank) Lucy Gribble said radio was a key element to build 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.”
Nathan James Marketing Manager on Hendrick’s Gin & Innovation at William Grant & Sons said the power of radio was 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.”
And Jo Dick, chief commercial officer of Commercial Radio & Audio (CRA), pictured here at The Audio Edge, said:
“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.”