Bonus in new digital radio Mother’s Day campaign for CRA via Eardrum, Sydney
Commercial Radio Australia (CRA) has released four new radio ads promoting digital radio as the ideal Mother’s Day gift.
Produced by radio specialist agency Eardrum, the series of four 30 second ads feature different shoppers and their questionable motivation for buying mum a digital radio.
The radio campaign, which begins this week on high rotation for three weeks, across 42 commercial radio stations in the five digital radio metropolitan markets of Sydney, Melbourne, Brisbane, Adelaide and Perth, features a bonus offer of an Endota Spa massage voucher worth $60, when purchasing a selected digital radio from JB Hi-Fi.
Says Commercial Radio Australia chief executive officer, Joan Warner: “Digital radio sales in the Mother’s Day quarter have nearly doubled since the first Mother’s Day campaign was launched in 2010 and we hope with this excellent JB Hi-Fi offer the upward trend will continue.”
Online banner ads complementing the radio campaign will run on all metropolitan commercial station websites and on digitalradioplus.com.au.
The highest ever sales figures of DAB+ devices were recorded over the 2012/2013 Christmas and New Year period (192,974) bringing the total number of digital radios sold since launch to nearly 1.2 million (1,195,940)*. This represents an increase of 13.57% year on year for digital radio sales.
Digital radio listening continues to grow with almost 1.5 million people tuning in each week. Two additional vehicle brands, Ford and Isuzu Trucks now include DAB+ in selected Australian vehicles, joining Toyota, Lexus, BMW, Audi, Mercedes, Land Rover and Jaguar. Nearly 14,000 new vehicles have now been sold with DAB+ digital radio.