Monday, July 16, 2007


The commercial radio industry today launched its latest series of
  • as part of its multi-million dollar brand campaign, highlighting the ability of radio to target audiences at specific times and locations across the day.
    The “Radio – A Time and Place for Everything” campaign, which airs nationally from today, includes 12 ads targeted at different demographics and product categories, which highlight how advertisers can choose the time of day and day of the week that best suits their product, brand or service, to advertise on radio.
    The new ads, which continue with the theme of humour, were written by award-winning director of Eardrum Australia, Ralph van Dijk and feature Australian comedians and actors, Mark Mitchell as the interviewer and Jonathan Biggins as the media expert.
    “This phase is all about relevance. Radio is unique in that it allows brands to reach very specific audiences at the time of day that is most relevant to them. Hence the strap line ‘there’s a time and a place for everything,” said Mr van Dijk.
    “Each of the 30 and 15 second commercials is tailored to play at a very specific day-part, as Mark Mitchell asks his ‘media expert’ what products are best suited to run at that time. I wanted to make the characters sound as if they were talking to you live. You’re listening at lunchtime as they talk about buying lunch, or on your way home from work as they discuss recruitment agencies. The more relevant the message the more likely it is to have impact.”
    An industry-wide marketing campaign aimed at radio stations, media agencies and advertisers will be run in conjunction with the ads and includes downloadable podcasts with facts and figures supporting the specific time and place ads running on air. A teaser campaign for the ads was launched two weeks ago to generate interest in the new ads. The ads will be aired in a cluster of up to five ads at a time over the next six months.


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