Noreen Farooqui, writer, copywriter, behavioural scientist, strategy, strategist, University of Toronto, English, business psychology, behavioural economics

Grey Power Insurance

Writing for radio is always a treat. This is the most challenging medium as it requires the most amount of creativity. The audience only has auditory cues to rely on and must use their imagination to interpret events. Therefore, I have to think about the dialogue, voices, tones, sounds, and spacing in order to conjure the intended story and desired effect.

My task on this project was to create radio commercials that appealed to a mature audience of drivers, ages 55+.  Insurance issues are typically serious in nature, and I injected some humour into each ad in the form of a distraction, to lighten the mood while driving the message home.

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