CRA unveils next phase of Radio Alive campaign

Former Assistant Editor

The next phase of the Radio Alive campaign has launched, and it includes an audio logo for the first time.

Commercial Radio Australia this morning announced the campaign, along with three new radio ads including the new bespoke audio logo.

The new audio logo and campaign urges brands to develop a clear strategy to connect better with customers in the new media environment.

“Having an audio brand strategy is as important as having a visual one because consumers are spending a significant proportion of their media time listening, and this is only set to increase as voice technology continues to develop and audio content becomes available across more channels and devices,” said CRA chief executive Joan Warner.

The ads go to air nationally today across 260 radio stations, and will also be supported by trade marketing.

The logo was developed by Eardrum.

“The brief was to create a distinctive audio logo that would reflect radio’s contemporary image in just a couple of seconds and be highly memorable,” said founding director of Eardrum Ralph Van Dijk.

“The big benefit of an audio logo versus a visual logo is that it stays with you after you’ve experienced it and plays an important role in positively differentiating a product or service. It can create preference, build trust and even increase sales.”

The ads focus on radio being “the medium Aussies trust most.”

Hear all three new ads below.

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