Writing successful radio is one of the more challenging—and therefore more rewarding—advertising opportunities. The combination of copy and audio must link in an intricate dance that makes a scene play out in the listener’s mind, all while being informative and moving. It takes a lot of consideration to concisely make all these elements come together in 30 to 60 seconds.

THE EXAMPLE:
Once you’ve completed the creative brief and know your target and message, a solid concept that showcases the promotion in an entertaining way must be developed. For example, Wisconsin Bank & Trust wanted to showcase their unmatched level of customer service and the number of convenient branch locations made available to customers. So we used the classic “smart wife/oblivious husband” combo and set them in the jungle. Slashing through the underbrush amidst birds of prey and jaguars, our husband bemoans how hard it seems to be to find the right bank, all while his better-knowing better half lists the reasons Wisconsin Bank & Trust is the right choice. At long last our weary couple find a clearing, and in that clearing what do they find? You guessed it, a Wisconsin Bank & Trust branch. (Which of course was also located right near their home.)

THE REASON:
In today’s age, we expect entertainment! To earn our prospects’ attention and move them to action we have to take them out of their busy lives with the unexpected, and then inform them through a compelling story. And we need to do it in as few takes as possible while art directing specifically-chosen voice talent, adding thematic music and sound effects, incorporating taglines, and squeezing in any necessary disclosure statements.

There are plenty of factors to consider when trekking the radio jungle. Who’s ready for an adventure?