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Now Radiocentre serenades Airbnb’s Mildenhall

The UK’s Radiocentre is continuing its cheeky campaign from Lucky Generals, “See Radio Differently,’ aimed at leading marketers who, in their unwisdom, don’t use radio as much as they might.

One who eschews it completely in the UK is Jonathan Mildenhall, CMO of Airbnb and a former leading light at Coca-Cola and before that Mother.

Here’s their serenade for Mildenhall, “There’s just one place to be,” as Airbnb might say to its customers.

The campaign started with a rap aimed at Unilever CMO Keith Weed followed by one in best John Lewis style for Craig Inglis (below).

The Airbnb spots launches on 6 September and will run across national and commercial stations including Absolute and Kiss. It will also run on a number of local stations around the UK. The campaign is supported by press, digital and social media.

Is Airbnb’s Mildenhall the right target? Airbnb is avowedly digital and that’s not very likely to change. So the Radiocentre ad lacks a reference point we can all recognise. The John Lewis one is spot on, right down to the soupy tune.

MAA creative scale: Airbnb 6, John Lewis (which we missed first time out) 8.

Update

Mildenhall, being the CMO who’s never knowingly undersold, has tweeted:

Dear @Radiocentre – nothing like knowing your audience intimately. My love for radio just went BOOM! #iheartradio pic.twitter.com/Hthe34Ge7X

But will Jonathan move some of his money radio’s way?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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