For Christmas sales.
The commercial radio industry is partnering with leading digital radio brand Pure to launch an aggressive retail campaign aimed at putting DAB+ radios on Christmas shopping lists this year.
Consumers can receive up to $100 cashback if they purchase a Pure digital radio from participating major retailers including Myer, JB Hi-Fi, The Good Guys, Harvey Norman, Bing Lee, David Jones and Amazon during the promotion period.
Radio will support the offer with more than $2 million worth of on-air advertising and product giveaways across commercial radio stations in the five major capital cities.
Pure Siesta Radio
Commercial Radio Australia CEO, Joan Warner said consumer research conducted by GfK earlier this year found that 21% of radio listeners surveyed said they were very or extremely likely to purchase a new digital radio in the next 12 months.
“Australians spend more than two hours a day on average listening to radio, so it’s not surprising that there is a high level of intention to purchase a new device.
“We hope to convert that intention into action with an attractive offer that will be promoted strongly across radio over four weeks, reaching an audience of 10.5 million people.”
Aqipa, the exclusive distributor of Pure, marketing director, Sohan Karunaratne said, “We are delighted with the strong support we have received from commercial radio and our retail partners in this campaign. The offer is available across all 14 Pure DAB+ radio products in market, and we believe it will achieve a significant uplift in sales.”
The promotion period begins Saturday, December 1 and the on-air ad campaign will launch on Monday, December 3. Three radio ads have been produced featuring a mad Santa character who wants to take credit for the gifts.