The Voice of Bob
Peter Milne shares his experiences writing and recording radio ads for The Builders Academy and the discovery of their true tradie voice.
Creating an effective radio campaign for Builders Academy.
Like most media, radio relies on the talents of many people coming together in just the right way to be effective.
The brief needs to be clear, the script needs to be interesting, the voice needs to have the appropriate tone (and deliver the dialogue well), the music needs to create the right mood and the mix needs to be handled with a deft touch.
Radio works for our client Builders Academy because their primary target audience of builders and tradies listens to the radio all day, every day. The brief is always concise and we have a mandate to cut through the clutter.
Paul Moder is the voice. Over the last couple of years Paul has developed his character to a point where I can write specifically for his delivery, knowing where he’ll put emphasis and use cadences to best effect.
That kind of familiarity is rare in advertising these days, but it makes a hell of a difference.
Steve Renfree from Bang Bang Studios is the engineer; directing the talent, creating the sound effects and mixing it all together. He’s a wizard, and his office is somewhere you can quite happily spend a day. Positive creative energy oozes from the walls.
The end result is a campaign that hangs together well. Each new ad benefits from the recall of its predecessors, is easier to write and execute, and is incrementally more effective.
The proof is in the listening… and the massive intake of enrolments that happens after each new ad hits the airwaves.
Thank you, one and all.
Builder’s Academy Radio Ad 1
Builder’s Academy Radio Ad 2