Radio industry peak body Commercial Radio Australia is hoping radio listeners and media agencies will hum along to a new tune and campaign worth $25 million.
The song was penned to help promote radio as a medium where listeners are at their happiest and most receptive to advertising.
"Love Thing" was co-written by creative agency Eardrum and Australian band No Pictures, and will be featured in a series of four radio ads to be run over six weeks on 260 commercial radio stations.
The ad will drive listeners to the 'Radio. It's a Love Thing' website which will feature video anecdotes about the power of radio to create happiness and receptive consumers from high profile talent and radio listeners.
The theme behind the tune was conceived through research by Colmar Burton which concluded that Australians were at their happiest and most receptive to advertising when listening to radio.
In the first phase, the research agency interviewed media agencies about their attitudes towards radio and online respondents were asked about their media habits.
In the second phase, the research firm continued to mine online respondents, this time going deeper with almost 20,000 responses about media consumption, happiness levels, and receptiveness to adverising.
At this stage, the research firm concluded respondents were nine times happier when listeing 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.
While the radio industry loves radio, CRA CEO Joan Warner said this research and subsequent campaign would help remind advertisers that audiences loved it too.
"We all know our listeners love their local radio but just because we know it doesn't mean our stakeholders know it," Warner told attendees at the National Radio Conference.
"What we're going to say to our stakeholders in advertising is that you need to be a part of that."
Meanwhile, CEO of Australian Radio Network, Ciaran Davis said this is one of the most innovative campaigns the industry has ever run.
"Radio has long been promoting itself as a platform long before free view, print and outdoor got together to promote their industries," Davis said.
"It's in all of our best interests to collectively execute this campaign as effectively as we can."
The camapign will begin on Monday.
Additional reporting by Rachael Micallef
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