Ryco Radio Campaign

“If, like me, you’re in the business of servicing cars, the sound you’re hearing will be music to your ears … it’s a Ryco filter being put through its paces at their dedicated testing lab.” So explains the friendly mechanic in the first of three radio spots in our recent campaign for Ryco Filters.

Celebrating 70 years of proven performance in Australian cars, Ryco Filters needed a radio campaign that spoke to mechanics in a voice of authority, to help encourage trial and cement their position as a quality, trusted product.

Following extensive research we developed a radio campaign telling mechanics how the engineering and testing of Ryco filters leads to products of greater value than both less expensive and original parts – value that can be passed on to their customers.

To do this, we created three ads that convey these messages – one set in Ryco’s testing lab; and two set in a mechanic’s workshop environment. Each gives a compelling reason for mechanics to choose Ryco over alternative brands.

Finding the right voice was important, and we eventually chose an actor (who shall remain nameless of course, to protect our brand story) who could portray an experienced and trustworthy mechanic. His confident and friendly voice helps us build our message of how Ryco filters are the best filters for Australian cars in Australian conditions.

We had some fun with our recording equipment over in Ryco’s testing laboratory in Sunshine, getting just the right sounds for the ads. We wanted to be true to the story, so most of the sounds you hear were actually recorded from the equipment used to test Ryco’s filters day in and day out.

The finished ads serve two purposes – raising consumer awareness of the Ryco brand; and encouraging mechanics and fitters to make the smarter choice and choose Ryco.