CHALLENGE
Ryco Filters have given 70 years of proven performance in Australian cars, and 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.
JOURNEY
Following extensive research we developed a radio ad series 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.
Cut-through sound effects helped create relevant laboratory and workshop scenarios. And using a voice representing an experienced, trustworthy mechanic, we built a confident story of how Ryco filters are the best filters for Australian cars in Australian conditions.
RESULTS
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.