CRA unveils next phase of Radio Alive audio campaign

Assistant Editor

The next phase of Commercial Radio Australia’s Radio Alive campaign is rolling out, with award-winning creative agency Eardrum once again tasked with creating new audio spots.

The campaign aims to promote the idea that commercial radio remains alive with possibilities for advertisers, and can deliver real results at a time when they need it most.

The new series of three ads will broadcast on 260 commercial radio stations across Australia, as well as being bolstered by digital, social and trade marketing.

“With so much uncertainty everywhere people are gravitating to radio to feel more connected to their local community,” said Ralph van Dijk, founding creative director of Eardrum.

“Combine this reach and cut through to radio’s speed to market and it couldn’t be a more relevant advertising medium for right now.”

This phase of the Radio Alive campaign showcases radio’s strong reach, speed to market, ability to target new and existing consumers and help businesses connect with audiences.

It also aims to highlight radio’s cost effectiveness to help businesses maintain share of voice, reach mass audiences and remain top of mind for customers, by getting the right message to the right audience, even in uncertain times.

“We know that Australian businesses are facing challenging market conditions and understand that staying connected with customers is vital,” CRA chief executive officer Joan Warner said.

“Radio is a proven medium that delivers results and real value to businesses looking to restart marketing initiatives after a pause and get the message out there that they are open for business.”

The new phase of the campaign is live from today (Monday, August 10). All three ads can be heard at CRA’s Radio Alive site.

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