AO.com wanted a 30-second radio script to be a part of a multichannel campaign to promote their fridge freezer range throughout the summer months and during the 2018 World Cup.
The brief:
Consider both the creative idea of the script, plus any legal elements that may need to be included.
· Key proposition: Haier American-style fridge freezers
· Key feature benefit: Generic shout-out to Haier American-style fridge freezers with mention of the hero product’s key feature, which is large capacity: it has a 500-litre capacity, and holds 27 bags of food shopping
· End with reasons to shop at AO: Over 200,000 ‘Excellent’ Trustpilot reviews and delivery available 7 days a week
The script:
OVERALL VO DIRECTION – use an approachable, conversational and quirky tone. Focus on building a relationship with the audience. *emphasis on words in italics*
Go big or go home? No, go big at home. AO takes you from “where’s all the food [Sound effect: fridge slamming]” zero to family-food hero with Haier American-style fridge freezers. Can you hold 27 bags of food shopping at once? Haier can, and we don’t hear them complaining. The only thing coming home this summer which might be bigger… is football. And you already know that doesn’t come home very often, unlike our drivers – who deliver seven days a week! 200,000 people have rated AO excellent on Trustpilot, but we’re just doing our job, it’s what we do best.
Jack Langford 