SoundScript

Background

Silence, a sound production company in Brazil, wanted to reinforce its relationship with some of the most important agencies in the country. They wanted to create more than a simple advertising piece. They wanted something that could be of real use to creatives, something that might become part of their routine.

Idea

An app was created, which could help creatives write and sell their radio ideas. SoundScript was an app for tablets, which allowed concepts to be written including the important sound effects.

It was designed to help agencies produce better radio campaigns, which was in everyone’s interest.

The app made Silence a third partner in the relationship with writer and art director whenever they sat down to come up with radio ideas. 

Results

Silence generated much buzz within agencies with the app as well as stimulating online chat. The phones started ringing. A lot. A sound the company enjoyed hearing. 

Our Thoughts

Most radio advertising in most parts of the world is dire. Anything that might help either agencies or clients think about it as a medium a little bit more has to be encouraged, surely?

I do like this if only because it can bring a little bit of theatre to a presentation and, perhaps, get the people in the room to use their ears. If they do that, then there’s every chance they may feel a need to produce something that the audience might actually want to listen to.

I just wish that the results were a little more meaningful. What we try to do at Directory is provide conclusive evidence that better ideas produce better results. Agencies should do themselves a favour by trying to find proof that creativity pays.

This is one of three campaigns in Issue 28 featuring sound studios selling themselves to agencies. Compare and contrast with Capitão Musical’s use of DM (on pages 26-27) and Noise International’s use of print (on pages 96-97).