How many beats can a beat boxer box?

9 October 2015

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Commercial Radio Australia is pushing play on a new campaign and aims to show that there is one box you can't beat, and that box is the digital radio.

Commercial Radio Australia (CRA) has launched a new marketing campaign for DAB+ digital radio featuring Australian beatboxer Tom Thum, creatively illustrating the many different genres and stations available on DAB+ digital radio in Australia, through the use of his incredible vocal techniques.

Previewed at the National Radio Conference on the Gold Coast today, the DAB+ digital radio beat box campaign featuring four radio ads and a video takes digital radio promotion in a new direction.

Tom Thum, who racked up a TEDx record of 42 million YouTube views, features in both the radio ads and video, using his lips, mouth and voice to mimick the different formats available on digital radio.

Joan Warner, CEO of Commerical Radio Australia said: “The industry was looking for an innovative way of communicating the variety of DAB+ digital stations to audiences and to show there is something for everyone on digital radio.”

The idea behind the video and radio ads came from Ralph van Dijk, creative director of awarding winning radio specialist agency, Eardrum: “We wanted to develop a campaign for digital radio that was creative, simple, funny, visually entertaining and that had a sound that could break through when played on any radio station,” he said.

This series of four new radio ads and the video, will be played across all DAB+ digital radio stations plus 42 commercial stations in the five state metropolitan markets of Sydney, Melbourne, Brisbane, Perth and Adelaide beginning on Monday, 12 October.

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