ARN partners with Coles Express on dynamic audio campaign

ARN reports thousands of creative iterations and data-driven targeting across the broadcast radio network result in higher brand likeability for Coles

Australian Radio Network (ARN) is claiming a world-first and significant brand results after partnering with Coles Express on its first dynamic audio advertising campaign across its broadcast radio network.

The campaign saw ARN and its technology partner, A Million Ads, produce 3875 different versions of a Coles Express audio advertisement. The platform then tapped a raft of data sets and parameters, such as time of day, week, location and rotation of products, to determine which ad to run at which moment.

The campaign was featured across ARN’s KIIS and Pure Gold Networks in Sydney, Adelaide, Perth and Brisbane.

According to ARN, the dynamic audio advertising delivered the Coles Express message 70 per cent more clearly, and was 88 per cent more trusted by the 1020 consumers participating in a research panel testing the 30-second dynamic creative against a 15-second standard commercial. The content related to a Coles Express Instant Win promotion. The result was a 91 per cent increase in brand likeability for Coles Express.

ARN chief commercial officer, Pete Whitehead said the creative team used one script but were able to create thousands of customised ads in less than two hours of recording time and a day of production.  

“We were able to create literally thousands of customised commercials providing our client the ability to deliver dynamically targeted advertising across both broadcast and digital,” he said.  

A Coles Express spokesperson said being a launch partner for dynamic audio in Australia was a way of lifting its contextual advertising game.

“At Coles Express, we know how important it is to reach consumers at the right time and through the right media channels. This is a great opportunity to reach consumers contextually through audio that relates to a particular moment in time and will provide us with greater cut through and brand relevance,” the statement read.

ARN first announced its dynamic advertising offer in May, and is rolling it out across FM, AM, DAB+ and the iHeartRadio network. As well as the dynamic creative and targeting, the radio network is using ‘ShakeMe’ audio advertising technology, which allows consumers to respond to an advertising call to action by either shaking their mobile phone or using a voice command.

“With every brand looking for ways to make every spend work harder than ever to deliver results, Dynamic Audio provides targeted and personalised messaging which gives advertisers more certainty that their brand is getting cut though,” Whitehead said. “This is part of ARN’s long-term strategy to expand and diversify our comprehensive commercial offering.”  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Thanks for sharing with us. I just loved your way of presentation. I enjoyed reading this .Thanks for sharing and keep writing. It is goo...

Nisha

Cancer Council: Finding the physical-virtual engagement balance post-COVID

Read more

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in