A FRESH APPROACH TO AUDIO

Recent Work

Case Study

The Client

Cabu is a holiday property company offering high-end self-catering cabins in forest, lake and seaside locations across Ireland and the UK. The holiday hideaways are perfect for anyone looking for contentment and wellbeing through enjoying the simple things in life.

The Brief

This was Cabu’s first foray into radio advertising and the brief was to create awareness and drive bookings for ‘Cabu by the Lakes’ which lies within the woods of Killykeen Forest Park in Ireland.

The Solution

Media buying

As this was Cabu’s first time using radio, we recommended a test of the medium and Dublin, given the size of population, was chosen as the area. We selected radio airtime because this gave us the opportunity to reach the target audience at scale and frequency, which gave the message time to gain traction and recognition with the audience, and enabled us to track campaign performance.
With positive results, the activity for the Killykeen Forest location has now also run in Northern Ireland.

Creative

Cabu’s heavenly away-from-it-all locations offer an escape from the hurly burly of everyday life, and it was this we wanted to put across in the ad. The uncrowded script therefore leaves ‘room to breathe’, and room for some subtle sound design which effectively puts the listener in Killykeen Forest. The slogan ‘upscale your downtime’ reinforces the high-end nature of the Cabu offering.

For the Dublin campaign, the script was voiced by an artist with a native Eire accent and when the campaign was rolled out to Northern Ireland, the ad was re-voiced by a native NI voice.

Eire audio

Northern Ireland audio

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