CRA’s ‘The Power of Audio’ campaign gets personal

Digital audio advertising agency Original Audio has worked with Commercial Radio & Audio (CRA) to personalise CRA’s ‘The Power of Audio’ campaign through almost 500 dynamically-served audio creatives.

With ‘The Power of Audio’ brand campaign – developed by CRA in conjunction with Thinkerbell, Glue Society and Massive Music – having been in-market for two weeks, the scene was set to target marketing decision makers through streaming and podcasting, leveraging the listener data these platforms provide.

Using live data signals, each creative underscores the scale of audio streaming in Australia and then reflects back to a listener the device they’re listening on, the location they’re in, the time of day and the local weather conditions, demonstrating in real-time just how accurately brands can target their customers through digital audio. Samples of the audio can be found here.

Charlie Murdoch, Head of Marketing at CRA, said “This campaign has already made waves across broadcast radio, social, and online video. With dynamic audio, we’re setting the stage for the future of audio ads, where creativity and technology combine to deliver personalised, on-demand connections at scale; building brands with precision, while moving hearts and minds along the way.”

Original Audio Co-Founder and Creative Director Aaron Matthews added “When the CRA team brought us across ’The Power of Audio’ creative idea, we knew that extending it into dynamic audio would give the campaign a whole new dimension. Four live data signals in every ad and almost 500 potential creative variants may sound like overkill, but it was important for us to maximise the personalisation of the creative and therefore the impact. Showing is always better then telling and it’s been a joy to be able to use the medium as the message”

‘The Power of Audio’ campaign builds on CRA’s broader positioning, Where Brands Are Heard, and aims to grow investment in commercial radio and audio across metro and regional markets.

The dynamic element of the campaign will run across CRA member networks including LiSTNR (SCA), iHeart (ARN), NOVA Entertainment, Nine Radio and ACE Radio.

Original Audio has worked on a number of audio campaigns with partners including Transport NSW, McDonald’s, Banana Boat and Binge.