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Radio
stations often create ads for free, but often the scripts are written
by busy sales people who merely give you sixty seconds of token
cliches' such as "founded in 1950..." and "for all
your blah, blah needs" to name a couple. If you want a superior
commercial, then let EMMI create impact. EMMI will charge you,
but your commercial will stand out. These advertisers understand
that the perfect commercial creation is just as important as a
wisely plotted media schedule. Here are several ways EMMI uses
radio effectively.
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Cordell
and Cordell
Objective:
How could the domestic relations law firm, Cordell and Cordell, still
maintain its dignified image when advertising its service on the
radio? The answer was to have a well liked and respected celebrity
tell men facing divorce that they're not alone. EMMI secured the
perfect celebrity to bare his soul about his own divorce, Hall
of Famer Ozzie Smith. Another key ingredient in this commercial
is the announcer who conveys authority and class.
click to hear
Vinson Mortgage Group
Objective:
Anyone who has listened to St. Louis radio for even a day knows the unmistakable
voice of Ray Vinson, Founder of Vinson Mortgage Group. In this
fun ad, a homeowner, who is overwhelmed with debt, opens her mail
box and she is surprised to find Ray Vinson talking to her. Ray
has found the woman has a pile of credit card bills and he explains
to the woman how a Vinson bill consolidation will free her from
financial stress. Once she's convinced that she needs Vinson, they
have a memorable and cute exchange at the end of the ad.
click to hear
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EPC
Computers
Objective:
Everyone hates loud and "shout-y" commercials, yet they work.
EMMI produces these hard sell spots as well as anyone. EMMI produced
this EPC Computers' ad with the voice of "Superman." Nothing
really new with the Superman plot, but Superman working in tandem with
his friend, Tiny, makes this hard-sell really stick out.
click to hear
It's
Just Lunch
Objective:
It's Just Lunch needed more successful men 30 to 40 in its match making
service. So EMMI lured these men to It's Just Lunch with the perfect
female voice. This commercial rests strictly on the shoulders of
the voice talent. The voice has the perfect mix of believability,
sophistication, sexiness and professionalism.
click to hear
Howard
RV Supercenter
Objective:
EMMI interviewed many Howard RV Supercenter customers and got these customers
to talk casually about their experiences. The result was believable testimony.
So often advertisers script lines and the result is people "role
playing." As demonstrated on this Howard RV Supercenter commercial,
real people talking about real experiences creates believability and
warmth.
click
to hear
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