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Promotional ideas and technique. Always radio, always positive.

The target listener: he’s called Keith.

Struggling to identify the target listener for your next campaign? Maybe you’re just not focused enough.

Take a lead from the UK’s commercial radio body Radiocentre which created a radio spot for the ultimate focused target. His name is Keith Weed.

Keith Weed. Picture copyright Unilever.

Keith Weed. Picture copyright Unilever.

Keith is the Chief Marketing and Communications Officer of FMCG giant Unilever.

Here’s Radiocentre’s message to Mr Weed:

Post campaign analysis

The ad hit 100% of its target market.

After all, radio is the one-to-one medium.

The composer is Simon Bass and the spot was produced by Pure Soho in London.