Raw Hire sought to convey some straight messages about its services and offerings to customers; its 24-7 service line, its large Pilbara presence and local knowledge; along with its passionate support of the northwest community. It was determined that it would be much better to actually demonstrate Raw’s connection to the local community rather than just state it. This meant not just featuring the local community in an advertisement, but also getting them make the whole thing.

 

The resultant creative involved visiting local community groups — including sporting teams, school students and local business operators — to record voiceovers and sound effects for each radio script.

 

Students from Peg’s Creek Primary School relayed Raw Hire’s convenient airport locations while having fun making sound effects and reading lines; local businessman Brad Beaumont and his deckhand from Discovery Cruising sat and recorded their parts while overlooking the harbour at Dampier. Visits were made to the South Hedland Swans, Karratha and Dampier Teeball Association and the Hedland Kart Club, which resulted in a suite of sound effects, voiceovers, gaffes and laughter to create a dynamic campaign that stands apart from most other radio advertisements on the air.