Hello!
My client is having an event in June to raise money for wells in Haiti. They will be having flights for kids, jump houses, a car show, food for sale, and live entertainment. They want something fun, catchy, and creative, and for some reason I am stumped on this one. I want it to stand out and have a call to action!
Any tips?
Ashley,
Wouldn't the call to action be simply to come to the event? Behind that, of course, is the incentive or motivation: WHY should I come? In the spirit of David Ogilvy's axiom about truth being better than creativity, you ad copy must speak to your listeners in terms of their own self-interests. This would apply both to the serious issue (Why should I care about supporting building wells in Haiti?) as well as the fun aspects of the promotion. Flights for kids will be attractive to kids who've never flown (or flown in a small plane) before. The car show will appeal to car buffs, live entertainment to music fans, etc. But why is it important that I be there at all?
Who is your client? What's the frame for the event - a day? a weekend? Longer? What do they hope to have achieved, when all is said and done? Having this information might make it easier to make a useful, specific recommendation.
Sounds like a great opportunity...
Sound of vroom…and children’s noise (exultation, cheer, etc.)
Voice 1: What’s that?
Voice 2: It's A Bird...
Voice 3: It’s a Plane
Voice 4: Now don’t tell me that it's Superman in Waukegan!
Voice 1, 2 & 3: (Half jokingly…in jest..giggles) YOU DON’T KNOW...YOU DON’T KNOW, It’s ASHLEY’s aviation event…and those are kids on that flight. Look, they also have jump houses (as if they are speaking amongst themselves now, cue stock sounds), a car show (cue stock sounds), food for sale (cue stock sounds…munch munch munch), and live entertainment (cue stock sounds).
Voice 4: What are you guys talking about… are you IMAGINING? ASHLEY’s aviation event is on 10 June’12 …have you guys started dreaming about it NOW?
Voice 1, 2 & 3: Giggles…Mild Laughter … (in unison) can’t wait to attend it…and you know (to Voice 4) they are doing it for a CAUSE…THE MONEY GOES FOR WELLS IN HAITI…(Taking a cue from Rod...insert, what the wells intend to do for Haitians)
Voice 4: I didn’t know that…NOW I’ll be there (venue) on 10th June 2012 with my noisy little ones! Hey how do I RSVP?
Voice 1, 2 & 3: We know that! It is ….
Voice 4: See you at (venue) on 10th June 2012. WILL YOU BE THERE (To the listeners). Hey by the way (To Voice 1, 2 and 3) can you please repeat how do I RSVP
Voice 1, 2 & 3: OKKK! It is ….
Sound of vroom…and children’s noise (exultation, cheer, etc.) fading.
No one may like this idea but...
Radio connects through emotion. Buying decisions are made on emotion and justified by logic. So, I would use the devestation in Haiti as the emotional pull. Talk about the events on the day of the disaster and that today the devestation is still tremendous. Don't necessarily talk about money for wells in Haiti. Well are a means of supplying clean water. Talk about the need for clean water and the diseases that are prevelant without it. Then, talk about your event and how it's going to help solve the problem.
Ashley,
I think Jack has a good idea on playing on the emotion of Haiti, and what those people continue to live through.
We all take our clean water for granted here.
Do a small amount of research on the needs, and maybe spike that in a bit.
Maybe your client has a goal for how many wells they want to help with..
Just saying "to help dig wells" won't help. However, establishing a realistic goal will drive your listeners to think that even their donation will make a big difference in the lives of families there.
Just a few thoughts, but maybe even close your eyes and imagine for a moment that you're in the middle of it all and you might be surprised how things flow..
Good Luck!
Marko
