Radio
The one rule about radio is that a successful spot has to either make you laugh or cry. But then again it could just be really, really interesting. Okay there is no one rule. You just know it when you hear it. Listen for yourself.
The Client: Ravioli Shop
The Agency: Sundance Marketing
The Assignment: Introduce the community to a gourmet ravioli store like none other.
The Answer: You’re selling to “foodies.” Let them know this is the place for them.
The Client: Farash
The Agency: Roberts Communications
The Assignment: Fill vacant apartments with young adults.
The Answer: Differentiate Farash communities by creating radio spots that humorously and naturally present all their unique amenities.
Play One Phone Call
Play Pizza Guy
The Client: Excellus BlueCross BlueShield
The Agency: Roberts Communications
The Assignment: Inform the public that lawn mower safety is a serious issue.
The Answer: Let the facts speak for themselves. But make sure you have people’s attention first.
The Client: Blue Cross and Blue Shield of Minnesota
The Agency: Roberts Communications
The Assignment: Tell parents about a health plan designed specifically for young adults
The Answer: Let parents know that you understand them. You’ve met their kids and feel their pain.
The Client: ESL
The Agency: Roberts Communications
The Assignment: Announce to members that they’ll soon be receiving their Owners’ Dividend check ... a good reason to become a member in the first place.
The Answer: It’s free money. Create a spot that’s all about excitement ... as long as you’re a member.
The Client: American Red Cross
The Agency: Roberts Communications
The Assignment: Increase blood donations and establish a habit of donation in young adults.
The Answer: Create spots that tackle all the fears and misconceptions about donations and this one that just relies on the simple fact that when lives are at stake, there’s no argument worth having.
The Client: Univera Healthcare
The Agency: Roberts Communications
The Assignment: Build the brand of a personable, flexible, helpful health insurer
The Answer: Make it as hard as possible on yourself. Use radio to talk about how a product looks and fits. And make it all about the color green, too.
The Client: Ethiopian Airlines
The Agency: Partner Concepts
The Assignment: Creat excitment around Ethiopia Week in Washington, DC featuring a sweepstakes, restaurant specials and travel show.
The Answer: Local urban radio DJ as talent, fun music as background and as many words as can possibly fit inside a :30 spot.
It's Ethiopia Week in Washington :30
The Client: Greater Rochester Health Foundation
The Agency: Roberts Communications
The Assignment: Turn the national guidelines for children’s health into a jingle.
The Answer: BEWARE! It not only won a bunch of awards, it’s a tad catchy.