Eardrum-produced ad reminds biz owners that Aussies are listening

A new radio campaign for Commercial Radio Australia reminds business owners that radio is a media that Australians are turning to during the COVID-19 pandemic.

The campaign, created by audio specialist agency Eardrum, hijacks other ads in the break to explain audio’s ease of production and large in-home audiences.

“In times of uncertainty, audiences turn to radio to stay connected and informed in real-time,” said Eardrum’s founding creative director, Ralph van Dijk.

“So brands can use the medium to stay connected to customers with low cost creative that we can produce remotely.”

CRA chief executive officer Joan Warner said: “Radio is quick to market and can turn around and tailor messages in a matter of hours. This means businesses can easily pivot their offerings and communications as the situation changes and reach consumers directly.”

GfK data shows at-home listening is the most popular place for radio consumption with nearly half of listening usually taking place in the home.

“With many more people now working and listening to radio at home, radio is an effective way for businesses to build brand awareness and stimulate sales,” said Warner.