THE SONIC EXPERIMENT
THAT MADE THE AD INDUSTRY LISTEN

THE SONIC EXPERIMENT
THAT MADE THE AD INDUSTRY LISTEN

THE SONIC EXPERIMENT
THAT MADE THE AD INDUSTRY LISTEN

CHALLENGE

Nielsen’s 2025 data shows radio advertising delivers double the average ROI.

However, less than half of marketers perceive it as effective.

Elian Kent
Elian Kent
Elian Kent

Source: 2025 Nielsen Global Annual Marketing Survey: Nielsen Global Compass Media Mix Modeling Benchmarks (USD$)

Elian Kent
Elian Kent
Elian Kent

CRA, the peak industry body
of Australia’s commercial radio & audio industry,
needed to reignite the belief
in the power of audio.

CRA, the peak industry body
of Australia’s commercial radio & audio industry,
needed to reignite the belief
in the power of audio.

INSIGHT

When tuned to the right frequency, audio has the power to extinguish fire.

FIRE
MIXER
EQ
SPEAKER
EYE
FIRE
MIXER
EQ
SPEAKER
EYE

Creative idea

Creative idea
Creative idea

With a product demonstration like no other, WE CREATED FIRE FREQUENCY - a bespoke sub-bass frequency designed to destabilize oxygen molecules and extinguish fire, proving audio’s impact in the process.



RESULTS

RESULTS
RESULTS

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Website VISITS

WEbsite visits

OVER HALF OF AUSTRALIA'S MARKETING COMMUNITY SEARCHED FOR MORE

Over half of Australia’s marketing community
visited CRA’s website

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B2B Publication reach

WEbsite visits

Over 2 million reach across B2B publications

CRA didn’t just talk about the power of audio, They proved it.