See radio differently
Radiocentre is the industry body responsible for attracting advertising spend to the medium.
When we were appointed to work with them, listener levels were in rude health, but radio's share of revenue wasn’t matching its share of consumers' time.
Our brief was to change this.
Our key insight was to recognise that the decision to add radio to the media plan came down to one key individual – the CMO.
And these people often didn’t feel radio was as modern, exciting, or capable of driving fame as other channels.
We needed to make them see that their prejudices weren’t true.
Our solution was to target some of the top marketers in the land with bespoke radio songs,
explicitly name checking them and asking them to "See radio differently".
When these songs played out on Capital, Kiss FM or Heart, our CMOs were quickly alerted to their existence by amazed family, friends and colleagues.
This provoked lots of positive conversation about the benefits of radio on social media.
And our targets came to literally see for themselves how radio advertising can make you famous.
Our next target was Craig Inglis of John Lewis and the results were similarly impressive.
Hugh Pile, CMO of L'Oreal, was next in line. We even reached him in Italy!
We drew inspiration from Ibiza to target Airbnb's CMO, Jonathan Mildenhall.
His response, and that of his Airbnb colleagues around the world, was amazing.
