Radiocentre has launched a new national radio campaign calling for advertisers to re-evaluate the role of radio on media plans and reminding them of the reasons to invest in the medium.
The campaign uses humour and parody to highlight commercial radio’s strengths. Written by creative agency Radioville, the series of ads features a fictional marketer, creative, media agency planner and CEO. In ‘Panorama’-style interviews, the characters lament having ignored the medium, while a voiceover (Vicky McClure) explains the error of their ways, highlighting the reach, ROI, fame generation and unavoidability of advertising on air.
The ads highlight key radio attributes such as brand safety, high ROI, low ad avoidance and consumer trust in the medium.
The ads continue the ‘See Radio Differently’ strategic positioning introduced in Radiocentre’s 2016 advertising.
To discuss your own advertising, speak to our Client Director Lucy Barrett on 020 7010 0714 or by email.