Commercial Radio & Audio (CRA) has launched a new series of radio ads, the 'Power of Radio' campaign, created by Eardrum. The campaign focuses on ANZ and Hendrick’s in its initial phase, aiming to demonstrate the effectiveness of radio advertising.

According to recent research conducted by Mark Ritson for CRA, allocating 11% of a campaign budget to radio can potentially double its impact.

Jo Dick, chief commercial officer of CRA, stated, "We wanted to amplify the message that investing just 11% of a campaign budget in radio can double its impact, so we have collaborated with these trusted and respected brands to demonstrate the true Power of Radio in action".

Both ANZ and Hendrick’s have utilised radio to directly communicate with their consumer targets.

ANZ Head of Marketing (Commercial & Private Bank), Lucy Gribble, said, "We know small business owners are busy, time poor and on-the-go, so radio is a great avenue to reach them when they're going about their normal day-to-day business. Additionally, business owners are such a broad audience that we like to use multiple channels to reach them."

Marketing Manager on Hendrick’s Gin & Innovation at William Grant & Sons, Nathan James, highlighted the timing aspect of radio advertising.

"We use radio to speak to consumers at the most appropriate time of day – ‘gin o’clock’. It was about owning the occasion, so radio was a natural channel to pick for us. It was important to us to use audio that captured our unique tone of voice and conveyed the feeling of refreshment."

Ralph van Dijk, founding creative director at Eardrum, emphasised the endorsement of radio advertising by successful brands.

"The best endorsement for radio advertising are all the successful brands that regularly use the medium. During the making of the campaign, it was great to hear how these smart marketers have harnessed radio’s power to achieve a variety of marketing objectives. In fact, we had so much material, we could have made a campaign out of each advertiser," he said.