ARN partners with Coles Express for Dynamic Audio commercials

ARN has partnered with Coles Express to deliver 3,875 different versions of a radio commercial.

It’s a “world-first” Dynamic Audio campaign, created by ARN and A Million Ads’ proprietary software across its KIIS and Pure Gold networks in Sydney, Brisbane, Adelaide and Perth.

The campaign rolled out after using a research panel of 1,020 respondents aged 25-54, to test a standard 15 second commercial against a 30-second Dynamic Audio commercial.

It was found that the Dynamic Audio commercial delivered the message 70% more clearly, was 88% more trusted, 75% more customer-focused, and it delivered a 91% increase in brand likeability for Coles Express.

“Using the Dynamic Audio tech, our creative team had just one script, and in less than two hours of recording time and less than one day to produce, we were able to create literally thousands of customised commercials…” ARN’s chief commercial officer Pete Whitehead said.

“The rollout of ARN Dynamic Audio, across FM, AM, DAB+ and iHeartRadio, is part of ARN’s long-term strategy to expand and diversify our comprehensive commercial offering.”

ARN’s Dynamic Audio can now write, produce and record a much bigger volume of commercials in a fraction of the time of creating them manually in the future.

“We are delighted to be ARN’s launch partner for Dynamic Audio in Australia,” a spokesperson for Coles Express added.

“At Coles Express we know how important it is to reach consumers at the right time and through the right media channels.

“This is a great opportunity to reach consumers contextually through audio that relates to a particular moment in time and will provide us with greater cut through and brand relevance.”