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What's working in audio 2021

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in audio.

Globalworth: Sound Codes of Romania

Case Study • SABRE Awards, EMEA, Gold, 2021

Globalworth, a real estate company, encouraged millennials in Romania to engage with Romanian national identity with its Sound Codes of Romania campaign.

Cadbury and Age UK: The Originals

Case Study • SABRE Awards, EMEA, Gold, 2021

Cadbury, a confectionery brand, partnered with Age UK, a charity, to combat loneliness among elderly people in the UK with the campaign The Originals.

The 2021 SoundOut Index: A report on the effectiveness, market penetration and personality of the world's best known sonic logos

Article • Research on WARC, May 2021

The industry’s first ever in depth analysis on how effectively sonic branding is currently being used by major organisations, providing long overdue benchmarks and brand tracking metrics.

Obsesso: Enjoy the moments at home

Case Study • MMA Smarties, Silver, EMEA, 2020

OSESSO, an iced coffee brand, partnered with Spotify to create customised playlists for consumers in Turkey.

Magnum’s legendary crack sound x Spotify 3D Audio

Case Study • MMA Smarties, Silver, EMEA, 2020

Magnum, an ice cream brand, partnered with Spotify in Turkey and used audio assets to invite consumers to liberate themselves and take a break for a little moment of pleasure with Magnum.

What we know about radio and audio audiences

Article • WARC Best Practice, April 2021

Explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.

TV was the least cost-effective channel in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of the cost-effectiveness of different channels in multimedia campaigns.

Ford Motor Company: Bring Back Bronco Podcast

Case Study • SABRE Awards, IN2, North America, Best in Audio: Podcasts and Music, 2021

Ford, an automobile brand, created a podcast series entitled Bring Back Bronco to relaunch its SUV Bronco in the US.

Good Humor: A New Jingle for a New Era

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021

Good Humor, an ice cream brand, took a stand during the Black Lives Matter movement by partnering with rapper and composer The RZA to recreate a classic ice cream truck song which previously featured racist and offensive lyrics.

Re-evaluating media for recovery

Article • Martin Vinter, WARC Exclusive, February 2021

Research into the disparity between perception and reality of media effectiveness.

Churchill Insurance: Little Chapters of Chill

Case Study • DMA (UK), Gold, 2020

Churchill Insurance, an insurance company, targeted younger family audiences with a mindfulness podcast, that was listened to over 54,000 times and was used as a mindfulness resource by the NHS.

Sennheiser: Sound Check

Case Study • DMA (UK), Silver, 2020

Sennheiser, a privately held audio company, demonstrated its superior audio offering to UK consumers by launching an audio track designed to test three key elements of sound.

Audio media may need to change its tune if it is to thrive in 2021

Opinion • Alex Brownsell, January 2021

Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.

Tea+: Delightful Summer Melodies

Case Study • MMA Smarties, Bronze, Vietnam, 2020

Tea+, a brand of vitamin-infused tea, launched a music-centred campaign to promote its Oolong Lemon tea as the ideal summer beverage in Vietnam.

O2: Discover Live

Case Study • Dom Whitehurst, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Telco O2 majored on its music-related credentials to target fans, drive awareness and grow brand love in the UK.

Dove: Light hair for a light day

Case Study • Thanh Vo, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dove Demi, the shampoo brand, used hypertargeted outdoor media to put the product top of mind at key moments for its young female audience in Vietnam.

Axe: Stay Fresh With Music

Case Study • Oscar Maalihan, WARC Media Awards, Entrant, Best Use of Data, 2020

Axe Deodorants identified music as a passion point and partnered with Spotify in the Philippines to run a targeted digital campaign for its new Ice Chill variant; its 18-24-year-old male target audience streams over two hours of music a day.

Jacaranda FM and East Coast Radio: Radio's relevance in lockdown through first-party data

Case Study • Charis Coleman, WARC Media Awards, Entrant, Best Use of Data, 2020

Commercial radio stations Jacaranda and East Coast Radio harnessed the power of qualitative data to better understand their audiences and position radio at the forefront of information sharing in South Africa while also boosting ad revenue.

What we know about radio and audio effectiveness

Article • WARC Best Practice, October 2020

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.

Maximising radio ROI in 2021

Opinion • Alex Tait, October 2020

Brands could increase ROI by taking a different approach to campaign flight schedules, according to new research by Entropy.

Insights from over 530 campaigns determine impact of podcast advertising

Article • Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020

Podsights, a New York-based attribution company, undertook a study of 532 podcast campaigns to gain an insight into the results of these advertising efforts.

Spotify: A new soundtrack for the longest Christmas in the world

Case Study • Paolo Juarez Broma, WARC Awards for Asian Strategy, Entrant, 2020

Music streaming service Spotify used a radio roadblock and Facebook to leverage the cultural activity of the Ber Months in the Philippines, to drive consideration and strengthen its equity around 'discovery'.

Odonil Zipper: How Odonil found a way back into bathrooms

Case Study • Tushar Handa, Jitender Dabas, WARC Awards for Asian Strategy, Entrant, 2020

Indian toilet freshener Odonil Zipper ran a campaign to reposition itself from functional odour-fighting product to aspirational atmosphere enhancer to drive sales, defend market position and improve brand metrics with a new audience.

HDFC Bank: Stop Mithani

Case Study • Dheeraj Sinha, Shibani Mitra, Nidhi Shah, WARC Awards for Asian Strategy, Entrant, 2020

HDFC Bank, one of India's largest banks, gave India's blood donation stocks a boost with its Stop Mithani campaign.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
What we know about radio and audio effectiveness

Article • WARC Best Practice, October 2020

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.
Digital disruptors: The global competitive landscape of digital streaming services

Article • Euromonitor Strategy Briefings, June 2020

Looks at the current state of play of digital streaming services, including global profiles and prospects for the future.