New Radiocentre ad targets L’Oréal

Jul 2016  
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The Radiocentre have targeted L’Oréal’s CMO Hugh Pile to ‘see radio differently.’

The new ad, taking its inspiration from Indie Rock music, tells Pile that “Radio will help you raise the bar” and reminds him that radio has “great reach” especially when his target audience are washing their hair, or getting ready for a night out.

The 60” and 30” L’Oréal spot campaign will run across national commercial stations including Absolute and Kiss. It will also run on a number of local stations around the UK. It ends with a call to “See radio differently at Radiocentre.org.” The campaign is supported by outdoor, online, PR and social media, alongside a dedicated microsite.

Last month Keith Weed name checked the campaign during his keynote speech at Cannes Lions International Festival of Creativity. He also created a rap back to Radiocentre performed by the PG Tips Monkey.

Radiocentre’s client director Lucy Barrett says: “This campaign has had an amazing response so far. We know there are plenty of rational reasons why people should use radio but with this campaign we are going for a more emotional sell.”

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