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: Vanderstyne Toyota
The Agency: Sundance Marketing
The Assignment: Tell people why Vanderstyne is the only place they should be getting their Toyota.
The Answer: Rather than having an announcer say what’s special about the dealership, or even having the owners do it, let the employees say why they love working at a place that puts their customers first.
The Client: Dental Implant and Sedation Center at Dansville Dental Professionals
The Agency: Sundance Marketing
The Assignment: Help people get over the common hurdles about dental implants.
The Answer: Assure them in under 30 seconds that they can afford quality care from expert dental professionals and they’ll both look and feel fantastic in the end.
The Client: Catholic Family Center
The Agency: Sundance Marketing
The Assignment: Increase awareness of and contributions to an important local charity.
The Answer: Remind potential donors that lifting our neighbors lifts us all. Providing individuals with hope and help is not only kind, it benefits our whole community.
The Client: Skips On the Ridge
The Agency: Sundance Marketing
The Assignment: Kick off a new brand campaign for a great local butcher.
The Answer: Write a tag that sums up what you find there every day and produce a radio spot that speaks to every thing that makes the store unique in 30 second...and gets you a little hungry for beef.
The Client: Van Bortel
The Agency: Sundance Marketing
The Assignment: Announce a truck-giveaway raffle at two Van Bortel dealerships.
The Answer: Name the event, and tap into the rivalry between truck brands. Position Kitty as simply "truck people."
The Client: Rochester Regional Health Immediate Care
The Agency: Sundance Marketing
The Assignment: Announce that Rochester Immediate Care has merged with Rochester Regional Health.
The Answer: Create a clear, branded :30 spot that assures everyone that only the name has changed.
The Client: Exigence Immmediate Care
The Agency: Sundance Marketing
The Assignment: Create a holiday message that could be used throughout the year to remind people who their first choice in urgent care should be.
The Answer: No hype, no flash. Just sincere thank you for making Immediate Care a part of the community.
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: Cliff for Clerk
The Agency: Sundance Marketing
The Assignment: Cliff Bergfeld wanted to replace the Erie County Clerk with someone who could run the county more efficiently and more responsive to the public’s needs.
The Answer: Highlight the fact that the County Clerk is basically the chief businessperson for the county and Cliff’s business experience was unmatched in this race.
The Client: Farash Corporation
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.
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: Create excitement 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.
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.