Commercial radio joins with Pure digital radios for Christmas cashback deal

Staff Writer

Commercial Radio has partnered with leading digital radio manufacturer Pure to launch an aggressive marketing campaign.

The new deal aims to get more DAB+ Digital Radios in Australian homes and will give consumers $100 cashback if they purchase a Pure radio from any of Myer, JB Hi-Fi, The Good Guys, Harvey Norman, Bing Lee, David Jones and Amazon.

CRA is supporting the new Christmas offer with $2 million worth of on-air advertising, as well as product giveaways across commercial radio stations in the five major capital cities.

Research from GfK this year surveyed 1,220 radio listeners and found that 21% said they were very or extremely likely to purchase a new digital radio in the next 12 months.

The research also found that intention to buy a radio was highest among those aged under 40.

“Australians spend more than two hours a day on average listening to radio, so it’s not surprising that there is a high level of intention to purchase a new device,” said CRA chief executive Joan Warner.

“We hope to convert that intention into action with an attractive offer that will be promoted strongly across radio over four weeks, reaching an audience of 10.5 million people.”

82% of DAB+ Digital Radio owners said they were likely to recommend a DAB+ radio to their family and friends. 53% said they were very or extremely likely to recommend.

“We’re delighted with the strong support we’ve received from commercial radio and our retail partners in this campaign,” said Sohan Karunaratne, marketing director at Aqipa, Pure’s exclusive Australian distributor.

“The offer is available across all 14 Pure DAB+ radio products in market, and we believe it will achieve a significant uplift in sales.”

The promotion begins December 1 with on-air ads starting December 3.

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