Commercial Radio & Audio

The Solution

Using the brand creative as the jumping-off point, we wrote and recorded scripts for streaming and podcast listeners that directly referenced the listener’s unique context. We worked with our dynamic platform partner Frequency to integrate multiple data points including location, device-type, time-of-day, weather and even podcast category. In the end there was over 500 potential creative variations, ensuring each ad was a real-time demonstration of the power of digital audio.

The Brief

When CRA, Australia’s industry body for radio and audio, launched a new brand campaign Power of Audio, it was important they used the data opportunities that digital audio brings. The brief to Original Audio was to use dynamic audio to highlight to marketers and media buyers just how targeted digital audio advertising can be