CRA launches next phase of Radio Alive

Former Assistant Editor

Commercial Radio Australia has today announced the next phase of its ‘Radio Alive’ campaign.

The latest part of the campaign sees the roll-out of four radio ads created by Eardrum to tell the stories of marketing managers and business owners who’ve successfully used radio to drive sales results.

It incorporates 15 different sound effects to tell these stories including the honking of a cruise ship, the rev of a sports car, an angelic choir and sauce squeezing from a bottle.

“The campaign aims to highlight the fact that radio is live, engaging, dynamic and most importantly, delivers tangible results using the well documented power of great audio,” said CRA chief executive officer Joan Warner.

The new campaign will run for six weeks, on 250 screens at media agency locations as well as on radio, and is supported by trade marketing.

“We simply wanted to communicate that radio makes things happen,” said Eardrum founding creative director Ralph Van Dikj. “It’s a daily habit for most Australians and has become a huge social catalyst.

“This fast-paced sound effect-based framework captures the “aliveness” of radio and illustrates what can be achieved. When marketers utilise radio and all its assets.”

Check out all the ads at Radio Alive’s official website.

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