Commercial Radio Australia Promo, Case study RADIO UNITED by Eardrum


Pin to Collection
Add a note
Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Australia
Agency Eardrum
Creative Director Ralph Van Dijk
Released August 2009

Credits & Description

Category: Best Use of Radio
Product/Service: DIGITAL RADIO
Date of First Appearance: Aug 6 2009 12:00AM
Entrant Company: EARDRUM, Sydney, AUSTRALIA
Creative Director: Ralph van Dijk (Eardrum)
Marketing Director: Steve James (Commercial Radio Australia)
Producer / Project Coordinator: Lesley Chambers (Eardrum)
Chief Executive Officer: Joan Warner (Commercial Radio Australia)
Writer / Assistant Director: Simon Hills-Johnes (Eardrum)
Sound Engineer: Glen Styles (Austereo)
Music Composer: Adam Gock (The DA's Office)
Music Composer: Dinesh Wicks (The DA's Office)
Media placement: Radio - Sydney - 6th August 2009
Media placement: Radio - Melbourne - 6th August 2009
Media placement: Radio - Adelaide - 6th August 2009
Media placement: Radio - Perth - 6th August 2009
Media placement: Radio - Brisbane - 6th August 2009

Results and Effectiveness
The piece was broadcast to an estimated audience of 8 million listeners, with thousands of people showing up to hear the piece played live. There was a 350% increase in web hits on the day of the launch. The event as a whole generated an estimated $28 million in free media publicity.

Creative Execution
Knowing that radio announcers would not like to broadcast other radio announcers, we interviewed every announcer in metropolitan Australia and asked them what their favourite radio moment was. We then layered an answer from every announcer over the top of a version of a favourite Australian song (which we created for the day and was then released as a single later) and created a different version for every city. In a world first, the metropolitan commercial radio industry effectively road-blocked Australian metropolitan radio at 7.40 am, and simultaneously broadcast the four-minute audio piece we created, which featured competing commercial breakfast show presenters in each market. The piece was broadcast live from 5.30 am to 9.00 am in the central city locations; Sydney - Martin Place, Melbourne - Federation Square, Brisbane - Reddacliff Place, Adelaide – Victoria Square and Perth – Forrest Place.

Insights, Strategy & the Idea
To advertise the launch of digital radio in Australia, we were contracted by the Commercial Radio Australia industry body, and asked to create something special for the launch. We were asked to create something that more than 40 different radio stations in Sydney, Melbourne, Brisbane, Perth and Adelaide could broadcast simultaneously to a combined potential audience of more than 8.5 million people. The crux of the brief was to get people feeling positive about the switch to radio, and to get every breakfast personality in Australia to play nice for the day. Whatever we created had to appeal to all formats, all audiences and most importantly - every radio announcer in metropolitan Australia.