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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
RADIO CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 Digital radio celebrates four years on air and sales and listening fig- ures continue to rise. Available in the five state metropolitan capitals and with trials taking place in Canberra and Darwin, latest figures from research company, GfK show more than 1.3 million DAB+ devices have been sold since the launch in 2009. In addition, listening figures from Nielsen radio survey 4, 2013 show that more than 1.6 million people or 12.6% of radio listening each week in the five state capitals, is via a DAB+ device. Time Spent Listening (TSL) to radio via a DAB+ digital radio device is more than double that of TSL to radio via the internet Radio ad campaigns targeting the key retail cycles of Mother's Day, Father's Day and Christmas; con- tinue to introduce the technology to new listeners. In conjunction with retailers, great deals on digital radio receivers are offered, such as this year's Father's Day campaign, where a purchase of a Sony DAB+ digital radio from participating retailers, would come with a com- plimentary set of Sony headphones. Digital radio prices continue to drop, with portable DAB+ radios priced as low as $29. The average price of a portable DAB+ radio has fallen from a high of $112 to $82 -- a 27% reduction. DAB+ has become the worldwide digital radio standard with Germany, Italy, Hong Kong, Malta, Ireland, Netherlands, Hungary, Gibraltar, Denmark and Switzerland all adopting DAB+. Interest in South Africa and the Asia Pacific is at an all time high with Vietnam, Thailand and Indonesia all recently hosting DAB+ Technology and Transmiss- ion Workshops utilising Australian expertise and equipment. With the technology's global foot- print growing rapidly in Europe and Asia, a potential explosion in pro- duction of DAB+ devices could see the downward price trend continue, making digital radio technology even more affordable for Australians. As digital radio listening increases in the major cities, regional areas are calling for the same technology as their big city counterparts. Commercial Radio Australia launched the "We Want Digital Radio" campaign on-air and online, to raise awareness and urge listen- ers to support the expansion of digi- tal radio into regional areas and petition their local members via the wewantdigitalradio.com.au website. Thousands of listeners have sent messages to the local Federal Member to say they want digital radio. Rolling out digital radio into regional Australia, would encourage additional vehicle manufacturers to include DAB+. Ten Australian vehicle manufacturers now include DAB+ digital radio as standard or an option in selected vehicles: Ford, Land Rover, Mercedes, Toyota, Lexus, BMW, Audi, Hino, Jaguar and Isuzu Trucks. How was the experience of Cannes? What did you learn? It was fantastic. Having a week to indulge in the world's best creative the year that Metro's campaign rewrote the record books was noth- ing short of magical. Seeing the world's best work in one space made me think about what a socially powerful industry in which we work. My favourite cam- paigns from the festival had power- ful messages for the consumer: Samsung's Bridge of Life, Dove's Real Beauty, SPCA's Driving Dogs and the Borough of Greenwich's Power of Cute. It was also interesting to listen to Sir Martin Sorrell interview Muthar Kent, chairman and CEO Coca Cola Company and Joseph Tripodi, chief marketing and commercial officer about their challenges of selling Coke in the midst of the obesity epidemic. I think Bill Bernbach's comment "good taste, good art and good writing can be good selling" at the start of the creative revolution way back in 1949 sums up the week in Cannes for me. It's as important today, if not more. How beneficial from a radio adver- tising perspective was it for Metro? A festival highlight for me was cer- tainly Ralph Van Dijk's (president Radio Jury) preamble to the presen- tation of the Radio Lions. He, in true depiction of the radio category, shared his thoughts of 'what makes a good radio ad' not based on dis- cussions with the world's best cre- ative minds but with his taxi driver en route from Nice airport to Cannes - makes sense doesn't it, considering his working day con- sisted of hours of radio? The beauty was in the simplicity of the driver's response about the best being ads you 'don't want to turn off' and also then in Van Dijk's introduction of the driver on to the stage of the Audi A Theatre to which he received a huge applause from the crowd. This reiterated to me the raw beauty of radio as a media. The simplicity of 30 seconds of sound and lyrics may not be as sexy as other creative options but done well it still works and can have a great impact. Dumb Ways to Die had a strong radio campaign through Melbourne FM stations which helped localise the global success and get our safety message directly to the Metro customer. How important is radio advertising for Metro? Its importance has really evolved through the results it's delivered. It's like the workhorse of our media plan. It's cost effective and delivers across a range of briefs. A great example of this was our female dri- ver recruitment radio campaign (Nova Melbourne). Not only did we attract 20,000 unique visitors to our career page, we increased female applications for that in-take by 67 percent and it was great for the Metro brand. How do you think the Siren Awards help improve radio advertising? I think it reminds the industry - especially clients - that radio cre- ativity is so important for successful campaigns. I whole-heartedly encourage people to visit the Sirens website and listen to this year's win- ners, especially Mosquito Bully, I think that's fantastic. And above all, in my experience some creative agencies haven't valued radio and tack it on as a last thought or put a lightweight on the script. It frus- trates me and I hope the Sirens challenges creative agencies to place a greater value on the medium along with the other channels and devices radio delivers. ChloeinCannes: Lessons the Metro Trains marketing manager took home fromanunforgettable Grand Prix winning experience We want digital radio Chloe Alsop: "A festival highlight for me was certainly Ralph Van Dijk's (president Radio Jury) preamble to the presentation of the Radio Lions"
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013