The new stage in this campaign Radio + Online - we just click!, written by international award-winning director of Eardrum Australia, Ralph van Dijk, relies on humour to highlight the effectiveness of radio supporting an online campaign.
This stage of the campaign is based on research which shows that over 80 per cent of people who hear a radio commercial have visited that website as a result. Over two-thirds of commercial radio listeners are online daily and these listeners are using the internet to shop, research or download information.
Previous ads targeted niche markets like the insurance industry and used senior executives of major companies to explain why they use radio as part of their advertising mix. Most recently the campaign highlighted radio's ability to target audiences at specific times and locations across the day.
Radio advertising is now being taken very seriously at an international creative level and the industry’s own campaign reflects the great strength of good Australian radio ads. Proof of this is an Australian Commercial written for Masterfoods winning the prestigious "Grand Prix" Gold Lion in Cannes during June 2007 and a Silver Lion won for RACV Financial Services in June 2008.
Today’s advertising climate is also highly competitive and very cluttered, making it imperative for advertisers to use effective and efficient mediums for their message to get through – radio is often the best answer.
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Click on the links below to access support material for Brand Campaign Stage 6, 'radio + online - we just click!'.
1. Brochure - "Radio + Online - we just click!" - PDF
An overall guide to the radio + online concept including real life examples and statistics.
2"Radio + Online - we just click!" -PDF presentation of the key findings from the TNS research.
3. Commercial Radio - A Snapshot - PDF
Facts and figures on the commercial radio landscape in Australia.
4. Radio Advertising: A Planning Guide - PDF
Step by step guide to planning effective radio campaigns.
5. Tips on Effective Creative - PDF
Writing effectively for radio, casting creatively and using radio directors.
6. Media Release - Internet and radio - latest radio campaign highlights combined strengths - weblink
Click a link below to access further support material on a particular ad!
Stage 6 of the Commercial Radio Australia Brand Campaign continues in 2008 with comedian, Mark Mitchell pairing up with media experts, listeners and advertisers, in a humourous take about the effectiveness of radio at promoting an advertiser's website.
Click here to listen!