The Digital Radio Development Bureau is to launch a new campaign advertising the benefits of Digital Radio. The DRDB will run ads on almost 100 commercial radio stations with the tag "Five million do it, do you?" – similar to BBC's recent campaign of "Do you do digital?".
It was announced last week that five million homes now have a DAB Digital Radio, meaning 10 million adults tune in each week.
The ads feature a series of unscripted vox pops in which real people talk about their DAB experience and the benefits DAB digital radio brings. More than 30 different executions allow stations to pick and choose which voices sit best with their audience.
The “five million” message is also supported by the DRDB with a series of full page advertorials running in major regional daily newspapers, and trade ads targeting electrical retailers.
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