Commercial Radio Australia (CRA) has launched a $5 million campaign to promote the world's first DAB+ enabled smartphone.
The campaign is focused on four radio ads, running across metropolitan commercial and SBS stations, highlighting the benefits of listening to DAB+ stations on the device: no streaming costs, more station choice, improved sound quality and less battery drain.
In addition, 45 on-air ambassadors will promote the smartphone while 250 handsets will be given away through station promotions.
CRA CEO Joan Warner says the Australian launch is part of a US$40 million marketing push by radio broadcasters across the globe the launch the phone.
"Making radio more easily and cost effectively accessible through a broadcast chip in a mobile device is an important plank of our multi-platform strategy,” Warner says. “We believe younger consumers in particular will be attracted by the ability to access entertainment on the go free of charge.”
The campaign will run for six weeks across radio, out of home, online and paid social. A three-week taxi back campaign will run in Sydney, Melbourne, Brisbane, Adelaide and Perth as of 23 May.
Listen to the radio ads here.
