Block and Pilbara based Raw Hire keep it local
Block has launched a radio campaign made on location in the heart of WA’s mining communities of Karratha and Port Hedland for its Pilbara-based client, Raw Hire — using local community groups as talent for the spots.
Raw Hire is a vehicle rental company that has grown significantly over the course of its 15 years; it now commands the north west’s widest fleet range all the while remaining true to its local roots and community. The latest radio campaign follows on from Block’s renaming and rebranding of the company in 2011 and demonstrates the company’s large Pilbara presence, local knowledge and passionate support for the community and its groups.
“We came to the realisation pretty early on that it would be much better to actually demonstrate Raw’s connection to the local community rather than just state it”, said Melita Masters, copywriter at Block.
“And if we were going to get locals to feature in the ad, why not get them to do the whole thing – sound effects and all.”
The resultant creative execution by Block involved visiting local community groups — including sporting teams, school students and local business operators — to record voiceovers and sound effects for each radio script.
Students from Peg’s Creek Primary School relayed Raw Hire’s convenient airport locations while having fun making sound effects and reading lines; local businessman Brad Beaumont and his deckhand from Discovery Cruising sat and recorded their parts while overlooking the harbour at Dampier. The team from Block also made visits to the South Hedland Swans, Karratha and Dampier Teeball Association and the Hedland Kart Club, which resulted in a suite of sound effects, voiceovers, gaffes and laughter to create a dynamic campaign that will stand apart from most other radio advertisements on the air.
Brainestorm’s Marty Braine travelled with the Block team to record the spots on location before finishing them back in Perth.
The five spots will air over a period of twelve months on five regional radio stations across Western Australia.
Credits
Produced by Block
Creative Direction: Mark Braddock
Copywriter: Melita Masters
Account Director: Erika Chalker
Account Manager: Anthony Murphy
Strategic Director: Carolyn Hall
Strategic Planner: Danicia Dutry
Audio Production: Marty Braine, Brainestorm
1 Comment
brilliant!