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26 May

Radiocentre challenges Unilever to “see radio differently”

This month saw the launch of an exciting new Radiocentre campaign aimed at making some of the UK’s top marketers “see radio differently”.

The 60-second spot ran during breakfast shows across national commercial stations including Heart, Capital, Absolute Radio and Kiss FM. The ad created by creative agency Lucky Generals, features a hip-hop rap dedicated to Unilever’s CMO, Keith Weed. Chosen because he controls one of the UK’s largest marketing budgets, the campaign aims to challenge perceptions that radio advertising isn’t as exciting as other media platforms available.

More executions targeting different marketers and using a range of other music genres, will be released in the coming weeks.

Lucy Barrett, Client Director of Radiocentre, said: “sometimes marketers overlook commercial radio in favour of newer and seemingly shinier channels. Frankly, this is crazy, as a record 35 million adults tune into commercial radio every week, providing advertisers with the opportunity to engage a huge chunk of the UK population with the brand. We think this campaign is a great reflection of our industry, we don’t take ourselves too seriously but it is a very personal medium and audiences have a very special relationship with their station. This campaign should get radio talked about in the right arenas.”

Unilever quickly responded by posting on Twitter a short video showing the PG Tips monkey rapping and inviting Radiocentre to #keepittea. It was then retweeted by Weed, who thanked Radiocentre for reminding him about “the power of radio”.

At Kalua every campaign we create has this very same objective – to stand out, to make people listen and to get them thinking. Whether it’s through music, the choice of voice or a specific style of writing, our aim is to ensure the creative execution is as effective as possible to maximise impact and ROI.

Do your radio campaigns stand out? Do they get people talking? Are they engaging? If not, maybe it’s time to give us a call. #greatradioideas

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