Protex - The Arendse Family

Ogilvy Interactive briefed Creatrix to create a fresh radio drama for Protex, targeted at the Cape Coloured market.  We researched and immersed ourselves with the market and produced a 12 part, 5 minute comedy sitcom titled: The Arendse Family. The show flights on Good Hope FM every Wednesday with a repeat show every Friday.

The sitcom revolves around a feisty, overbearing family matriarch Beryl, who presides over a raucous yet loving household. The topics of the show involve the usual difficulties of children growing up, keeping up with the “Jones” and maintaining a clean loving home. In each episode, different Protex attributes are highlighted and woven into the storyline.  Each character, in fact, has a relationship with the product and as the series progresses, confirm or convert their attitude towards the brand.
An exciting signature tune introduces and bookends the show. The presenter threads all elements of the show together to form a holistic entity. At the end of each show there is content based question to ensure listeners’ participation.