Digital radio now has a brand as it builds up to an industry launch date in May next year. The theme of the branding campaign, announced today at industry briefing sessions, is “Digital Radio. It’s radio as you know it, plus…”
The brand strategy centres around a digital radio logo in the shape of a plus sign, highlighting the additional features that digital radio can offer and also using a clever play on words for the advanced type of encoding being used in Australia, DAB+.
A multi-million dollar on-air awareness campaign will launch before switch-on in May next year, followed by a stage two campaign highlighting the capabilities and benefits of digital and assisting retailers, then a stage three campaign will drive usage.
The slogan “Digital Radio – it’s radio as you know it…plus”, forms the basis of the campaign, which was developed by creative agency SMART. At the briefing, SMART Creative Director John Mescall explained that the plus (+) sign acts as a constant memory aid in radio, online, point of sale and visual media and is supported by a distinctive audio signature (a sonic mnemonic) which will also identify the brand in the audio field.
The launch campaign for digital radio will illustrate that radio is about to undergo a multimedia technology transition.
SMART developed the branding campaign in conjunction with Commercial Radio Australia, the ABC and SBS, although SBS is not able to fully commit to launching new services by the May 2009 date at this stage because it has not secured any new funding from government.
The Sydney business briefings, held today at AFTRS, were attended by key stakeholders from the radio, retail, car and receiver manufacturer industries, and another briefing is planned in Melbourne tomorrow, with further briefings in other capitals later.
Commercial Radio Australia CEO Joan Warner told the audience:
“The industry-wide Digital Radio Plus on-air awareness campaign, worth an estimated $10 million will be rolled out in three phases in the first quarter of 2009 in the digital radio launch markets of Sydney, Melbourne, Brisbane, Perth and Adelaide.
“The first phase in the campaign will be a tease tactic to commence in the first quarter of 2009 to introduce the brand and raise awareness. Phase two will outline the new capabilities and benefits of digital radio and generate excitement in preparation for a specific retail promotion to take place. Phase three will drive the usage of digital radio as the switch-on takes place and also promote a national listener focused Launch Event.”
CRA, ABC and SBS have worked closely with the radio industry, manufacturers and retailers to develop the logo and collateral to work in all third party applications. The audio sonic mnemonic can be applied as a tag on retail advertising and the Digital Plus logo can be used on manufacturers packaging to distinguish it as Australian DAB+ product.
The additional spectrum in the DAB+ system will enable broadcasters to provide extra audio channels, a superior sound quality, a pause and rewind facility plus a new visual aspect to radio with the introduction of scrolling news, sport and weather text and the ability to transmit on a small screen a picture of a radio host or band, the cover of a CD or an animated logo.
The Digital Radio Plus audio signature is an “optimistic” subtle vocal, using the voice of a child to whisper the word ‘plus.’ Listen to it by clicking here.
John Mescall told the audience the sonic is the most important part of the brand: “It‘s designed to serve as an audio shorthand for the brand like the iconic Intel sound or Windows start up sound.” The message is not that the industry is getting rid of radio for something new, it is that “the radio that you already love, will be even better.”
All the marketing communication will direct listeners, readers and viewers to the new consumer website digitalradioplus.com.au, where all participating stations will be featured.
The consumer website will become the digital radio information gateway where listeners, retailers and all key stakeholders can easily access information about digital radio. The site will incorporate training modules for retailers and the advertising industry about what digital radio can deliver.
Consumers will also be able to SMS their postcode to the mobile phone number 0409DRPLUS (0409 377 587) or search the web site to find out if they can receive digital radio in their area and where they can buy receivers.
Joan Warner told the audience that Commercial Radio Australia is working together with retailers and receiver manufacturers to ensure a digital radio “is on top of everyone’s must buy list in 2009.”
Free-to-air digital radio services will begin in Sydney, Melbourne, Brisbane, Adelaide and Perth on 1 May 2009.