Commercial Radio Australia (CRA) has launched a new audio logo for its Radio Alive campaign and is urging brands to develop a clear audio strategy to better connect with customers in the new media environment.
The commercial radio industry body has also rolled out the third phase of its Radio Alive campaign, including three new radio ads and an audio logo developed by Eardrum.
CRA chief Joan Warner said it was important for brands to have an audio strategy to capitalise on growing audiences for radio as well as the increasing popularity of podcasts and voice activated speakers.
“Having an audio brand strategy is as important as having a visual one because consumers are spending a significant proportion of their media time listening, and this is only set to increase as voice technology continues to develop and audio content becomes available across more channels and devices,” she said.
Eardrum founding creative director Ralph van Dijk said an audio logo can “create preference, build trust and even increase sales”.
“The big benefit of an audio logo versus a visual logo is that it stays with you after you’ve experienced it and plays an important role in positively differentiating a product or service,” he added.
Radio has had a resurgence this year with cumulative audiences at record highs and metro ad revenue up 5.8% in the first half of the calendar year.
The latest phase of Radio Alive will air nationally today across 260 radio stations and will be supported by trade marketing.
The new ads suggest radio is “the medium Aussies trust most” and uses case studies to demonstrate the effectiveness of radio advertising.
The ad ‘Flaky Results’ tells the story of a bakery that can’t express the tastiness of their sausage rolls using a visual ad but finds success with radio able to bring to life the sounds of real people reacting to the taste.
‘Trusty Tunes’ focuses on trust in radio presenters, and ‘Crazy for Cars’ focuses on radio’s ability to create conversations and get people talking.
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