“Anything and everything can trigger an idea for a brand. The citizenship debacle was an opportunity to promote Ancestry.com, the maths teacher using the wrong HSC syllabus would have been perfect for Specsavers, and the Mayweather vs McGregor fight was a gift for dental implant clinics.” [Tristan Viney, creative director, Eardrum]

To date there has always been a caveat added to the potential of carpe diem advertising – “if you can create your ad in time”.

Eardrum has made reacting within 24 hours to events, trends and breaking news stories possible for agency creatives.

It has launched EarTrigger, a new service that allows advertisers to piggy-back topical stories with a radio or music streaming campaign, created and broadcast nationally within one day.

The all-in-one package includes airtime, scriptwriting, production and distribution, with the option of a national or single metro buy.

“Listeners love smart, topical advertising and there’s always the extra bonus of generating earned media, not to mention an award or two,” stated Eardrum founder, Ralph van Dijk.

“We’ve turbo charged radio’s speed-to-market so brands and their agencies can get brilliant topical ideas up the next day, at a low cost with little fuss.”

Here how Ancestry.com could have used the news that Barnaby Joyce is a New Zealand citizen

Want to find out more? Email Ralph van Dijk  or call Eardrum on +61 2 8572 5400.

l-r: Ralph van Dijk & Tristan Viney