red hat podcast ads
I never knew audio could be this fun—until I was the one penning the brief.
My love affair with audio ads started with a small Spotify buy with an even smaller timeline, so I took the lead on writing our first 30-second audio ad under our “/Keep your options open” brand campaign.
THE IDEA
An automated voice directory system is a real-life example of choosing between sometimes limiting options. In this instance, we reach the IT department’s voice directory—where we use the options to unveil common cloud limitations and then transition to the other way, which listeners can find at redhat.com/options.
concept + script: jen wiggs
VO: kim huang
recording & content cut: brett abramsky
SFX & mastering: pacific content
With an already-established relationship with our podcast team—responsible for Command Line Heroes, Compiler, & Code Comments—I encouraged one of my direct reports to reach out and determine what our audio opportunities were on our branded podcasts. We quickly found out the opportunities are whatever we want them to be, and I set out to write a brief.
the brief
THE AUDIENCE
As our branded podcasts focus more on developers and engineers, our focus is on a tech audience that’s seeking to reduce the complexity of working in and connecting hybrid/multi-cloud environments.
THE OPPORTUNITY
Create editorial alignment between the “Keep your options open” brand campaign and our branded podcasts, all of which share the same KPIs, audience, and story.
THE GOAL
To create associations between our brand and cloud solutions.
THE DELIVERABLES
Three 30-second audio ads, inserted (not host-read) into our branded podcasts.
I assembled and guided a team of two copywriters, and we brainstormed and pitched 5 concepts to creative leadership. Once we knew which three to move forward, we each took the lead on writing a script.
The results are wonderfully creative, and an effort of love across the brand & creative team as internal Red Hatters were our VO artists and recording engineers. As of November 2022, these ads can be heard on Red Hat branded podcasts as well as NYT-owned podcasts such as The Daily.
concept + script: cami garcia
VO: cami garcia
recording & content cut: reid haithcock
SFX & mastering: pacific content
concept + script: emily howson
VO: david walker
recording & content cut: reid haithcock
SFX & mastering: pacific content
concept + script: jen wiggs
VO: matt morain
recording & content cut: reid haithcock
SFX & mastering: pacific content
All ads are currently top performers with high engagement and click through rates.