Scripting podcast ads for architects

01 — Background

Twinmotion is a real-time 3D visualization platform that turns sketches into reality. It allows users to quickly create high-quality visualisations for architecture, consumer products, transportation, fashion, and more.

The client needed to grow its user base. It's no good having the best tech in the world if nobody knows about it - or better yet, why they should care.

We were approached to get the word out to architects across the UK, and soon decided the best place to get a hold of their ears was on the podcasts they were already listening to every single day.

02 — My role in this project

Host-read ads can be monotonous. Most of us skip past them, right?

My job was to find the words to not only make sure this didn't happen, but to get listeners thinking about how great Twinmotion is.

So we decided to root the ad in a truth that architects the world over would recognise - selling in their ideas to their customers. It's all well and good having brilliant ideas, but if you're trying to get people excited over sketches, you're doing it wrong.

Enter Twinmotion - a platform where you can build not just your design, but an entire world around it. You could even step into the space with VR and walk from room to room. That's where the magic was.

So that's what we wrote about.

The host-read ads ran across several different podcasts and were listened to by thousands of architects. Listener 'skip-rate' was low, with 82% choosing to listen to the full 30-second advertisement. And the client was thrilled with the results.

You can listen to the read here at the 40:26 mark.