Radio Ad: Using the technique of sound to pass a brand message.
PayArena:
Here & There
As Lead Creative on the team that delivered this award winning work, we developed Payarena: Here and There as a sound-led campaign to position the platform as fast and reliable in a market where speed defines trust. Despite the rise of digital payments in Nigeria, users still default to cash due to delays and system downtime, making instant completion the ultimate proof of reliability.
To bring this insight to life, we used immersive audio techniques in a radio spot, primarily achieved using 3D audio or binaural techniques, which simulate a three-dimensional sound environment to make the listener feel as if they are part of the action.
In the delivery and resonating it back to the brand, combining left-to-right panning with fast-forward and slow-motion effects to sonically mirror how quickly money moves on Payarena. Designed for stereo and headphone listening, the execution allowed audiences to hear speed - turning sound into a visceral expression of the brand’s core benefit.
Get a headset, scroll down, press play!
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Payarena is Digital payment system that combines three major categories into a single platform making it easy for users to handle all their transactions. These categories are Value Added Services (VAS) - buy airtime or pay bills etc., The Shopping Mall for consumer products and The Verification Service - verification of individuals and sensitive documents.
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Even with the rapid adoption of digital payment platforms in Nigeria, there is the lingering concern of reliability due to delays in payment confirmation and frequent system downtime.
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When it comes to transactions cash is the default setting for Nigerians largely due to the speed of completion.
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The radio ad plays on the swiftness of transferring money on the platform to communicate the brand's key benefit. The audio technique employs the use of left and right audio pan as well as the fast-forward and slow-motion audio effects to deliver an immersive audio experience. This radio spot is best enjoyed using a headset or stereo speaker.
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The audio moves from left speaker to right speaker; showing how swiftly money transactions move on our platform from one point to another.
