News-Jacking goes Audio as Eardrum launches EarTrigger | radioinfo.com.au

News-Jacking goes Audio as Eardrum launches EarTrigger

Friday 01 September, 2017
Ralph van Dijik and Tristan Viney

Australian brands and local government departments will now be able to react faster to events, trends and breaking news stories. 

EarTrigger, a new service launched this week by audio specialist agency Eardrum, allows advertisers to piggy-back topical stories with a radio or music streaming campaign, created and broadcast nationally within 24 hours. 

The all-in-one package includes airtime, scriptwriting, production and distribution, with the option of a national or single metro buy. “A timely, well written topical ad can boost interest in an existing campaign and generate valuable earned media.” says Eardrum’s Founding ECD, Ralph van Dijk. “We’ve turbo charged radio’s speed-to-market so brands and their agencies can get brilliant topical ideas up the next day, with as little fuss as possible.” 

Creative Director, Tristan Viney added “Anything and everything can trigger an idea for a brand. The citizenship debacle was an opportunity to promote Ancestry.com, the maths teacher using the wrong HSC syllabus would have been perfect for Specsavers, and the Mayweather vs McGregor fight was a gift for dental implant clinics”. 

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