Commercial Radio Australia (CRA) has unveiled the $25 million industry-wide "Radio. It's a Love Thing" radio brand campaign via Eardrum, at the National Radio Conference in Melbourne today.
Chairman of the CRA brand committee and Australian Radio Network, chief executive officer, Ciaran Davis and Eardrum creative director, Ralph van Dijk presented the campaign to the nearly 600 attendees and described it as one of the most integrated and impactful brand campaigns that the industry had rolled out.
LISTEN TO THE SPOTS
Anchored by a song written exclusively for the campaign called "Love
Thing" co-written by Eardrum and Australian band No Pictures, the Radio.
It's a Love Thing theme is underpinned by comprehensive multi-phased
research, the first of its kind, from Colmar Brunton that investigated
the correlation between radio and happiness levels, openness to
advertising and search and purchase behavior.
The first stage of
the research involved conducting interviews with media agencies and
advertisers to analyse media buyer's attitudes. Online respondents were
also recruited and asked to provide information relating to their media
consumption, openness to advertising, happiness plus search and purchase
behaviour.
The second phase of the study continued to
investigate how radio advertising influenced consumer behaviour, to
support and strengthen the outcomes obtained from the first phase of the
study. After analysing nearly 20,000 responses, Colmar Brunton was able
to conclude that radio listeners were nine times happier and more
energised when respondents listened to radio.
The research
showed that this positive effect on mood translated into openness to
advertising messages. With 67% of respondents confirming they were open
to advertising messages, the highest across any form of media, including
television, online and print. This openness to advertising was shown to
result in search and purchase increasing by more than 40% for those
brands who advertised on radio.
The Radio. It's a Love Thing
campaign highlights the unique relationship between radio listeners and
radio and will be used as the umbrella theme for future brand campaigns.
The
campaign begins with a series of four radio ads that will air across
260 commercial radio stations. The ads have been recorded by the new
industry brand voice, Andrew Hansen (The Chaser) but with the same sense
of fun and humour as previous campaigns.
The six week campaign
will commence on 20 October 2014 and will direct listeners to visit the
newly created Radio. It's a Love Thing website. The website will act as a
one-stop shop for all materials relating to radio advertising. It will
showcase resources that advertisers, agencies and members can use to
understand advertising on radio - research, GfK radio ratings and all
the case studies that were previously available on the Radio Connects
website.
The Radio. It's a Love Thing campaign will be supported
by station and trade banners, and for the first time will include video
content of personal anecdotes and insights from high profile talent and
commercial radio listeners.
Phase two of the campaign will
be launched in early 2015 and will provide insights into the strong
impact that radio has in driving brand purchase in both metropolitan and
regional markets.
The brand campaign has been spearheaded by award
winning radio specialist agency, Eardrum and its founding creative
director van Dijk, who has worked closely with the commercial radio
industry for a decade.
Says van Dijk: "We wanted to capture the
essence of what listeners love about radio and communicate how
advertisers can benefit from that relationship. It's such a feel good
campaign and the track really grows on you."
Says Joan Warner,
CRA chief executive officer: "Radio began its all of industry radio
brand campaign in 2003 well before it became popular with other media.
Whilst all stations are highly competitive against one another, it's
important that we continue to work together, to promote radio as a
platform. We've extended the campaign this year to include the Radio.
Its a Love Thing website to bring all of the valuable research and
information together in one place for advertisers and our members."
Says
Davis: "This is the first research of its kind to draw these valuable
conclusions about radio. We know people have a strong connection to
their favourite radio station and this research confirms it."
Chief
executives, program managers, promotion and sales staff from across
Australia will attend the National Radio Conference to hear and see the
campaign for the first time.
The National Radio Conference will
be held in Melbourne at the Grand Hyatt on 17 October, the day before
the 26th annual Australian Commercial Radio Awards on the 18 October at
the Melbourne Convention and Exhibition Centre. Further conference
speakers will be announced in the coming weeks.
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