New ad campaigns demonstrate radio’s power to connect: CRA

The a2 Milk Company and Budget Direct are the latest brands to utilise radio as a way of building lasting and personal connections with Australian audiences.

As part of Commercial Radio & Audio’s (CRA) Power of Radio campaign, CRA says these brands demonstrate how radio’s intimate, authentic engagement drives lasting brand loyalty.

Developed by CRA and created by Eardrum, The Power of Radio showcases how brands can harness radio’s unique strengths.

Recent research reveals that dedicating just 11% of an advertising budget to radio can double a campaign’s effectiveness.

The a2 Milk Company’s campaign captures how radio creates an emotional bond with its listeners.

“In a crowded media landscape, radio’s personal touch helps us stay top-of-mind and effectively engage our audience,” says Senior Brand Manager Lizzie Manger.

For Budget Direct, radio is a key element in its long-term media strategy.

“The voice of ‘Sarge’ is deliberately distinctive and has become synonymous with Budget Direct, making our campaign instantly standout and different,” says Jonathan Kerr, Chief Growth Officer Growth Ops at Budget Direct.

This latest campaign builds on the success of McDonald’s and Dan Murphy’s in Analytic Partners’ recent studies – which both saw significant increases in consumer engagement through radio.