CRA unveils biggest DAB+ consumer campaign to date

Staff Writer
Commercial Radio Australia

Commercial Radio Australia today launches its largest consumer-focussed radio campaign pushing DAB+ digital radio.

The new campaign is centred around the message that radio is the ultimate soundtrack to any situation and is the biggest DAB+ campaign since the launch of digital services in Australia a decade ago.

Award-winning creative agency Eardrum and director Andrew Garrick from The Production Group have been tapped to create a series of advertisements utilising both audio and visual mediums.

Kicking off in December, the first phase will run through January 2020, and includes several pieces of short and longer-form video content, as well as four audio ads. The campaign will air across metro and regional markets, while the video content will be shared primarily on digital and social platforms.

The campaign is designed to showcase the value and influence of radio, and the benefits of DAB+ in particular including premium-quality sound.

“This new campaign reinforces radio’s key strengths and listener engagement, while highlighting that DAB+ radio enhances these qualities by offering a variety of choice and exceptional sound quality,” said CRA chief executive officer Joan Warner.

“DAB+ provides additional diversity in both broadcast content and the ways in which all radio content can be consumed, giving people what they want, when they want it.”

CRA stats showed that over 4.2 million people listened to DAB+ in 2018, and that 5.4 million DAB+ enable devices have been sold in Australia. The new campaign aims to further promoted growth.

“We wanted to deliver a campaign that blends the timeless qualities of live radio with a celebration of the new world of choice offered to listeners by DAB+,” said Eardrum creative director Ralph van Dijk.

“What distinguishes radio from other audio is the emotional connection listeners have with the content and DAB+ offers them even more of what they love.”

The remaining audio ads can be heard here.

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2 Dec 2019 - 11:10 am

That first visual ad is interesting. Am I correct in saying that it’s a gay couple featured with a 14 or 15 year old girl, or thereabouts, as their daughter? Maybe I’m wrong but that’s what I got out of it. I’m wondering whether a) that is a huge part of the population/potential market or just a niche section of both and b) whether it has been done purposely to get criticism/attention from outlets such as Sky News, Murdoch newspapers and Macquarie radio, and therefore get the ads more publicity. Would be interested to know if I’m right about the first assumption and, if so, any comments regarding b).


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