Digital Radio has launched a campaign targeting Mother’s Day gift-givers.

The campaign runs across 42 commercial radio stations and online, promoting a digital radio receiver as the perfect gift for mums and will be on high rotation. It will also be promoted in stores stocking digital radios through POS signage and DVDs.

Commercial Radio Australia (CRA) CEO, Joan Warner, said recently released digital radio research commissioned by CRA showed 63% of Australians were aware digital radio had launched in Australia and 69% would buy a digital radio for all the new features.

“The aim of these new ads is to target the 40% of people that in our research said they would buy a digital radio in the next 12 months by highlighting three of the digital radio features: new DAB+ only programming, sound quality and the pause and rewind feature available on some digital radios,” said Warner.

The ads were written by specialist radio agency Eardrum. You can hear them here.