Radiocentre: See Radio Differently

Radiocentre, a brand responsible for promoting commercial radio to UK advertisers, got marketers to commit to spending more money on radio advertising by calling them out through songs on the platform.

Campaign details

Brand: RadiocentreClient: RadiocentreAgency: Lucky Generals

Summary

It's a modern planning cliche that we should 'Get into popular culture'.

But this objective often sees brands desperately chasing the same national conversations and attaching themselves to the same passion points (Music! Sport!) as their competitors.

This paper suggests that, sometimes, a more fruitful approach is to focus on a micro-culture.

That's the approach we took to help Radiocentre, who are responsible for promoting commercial radio to UK advertisers.

We recognised we were dealing with a peculiar micro-culture. Marketers consume media completely differently from normal...

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