Article
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WARC Best Practice, August 2019
Provides marketers with information and guidance about the most effective approaches to using music in advertising.
Article
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David Meerman Scott, WARC Best Practice, August 2017
This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.
Case Study
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Best Integrated Campaign, Media, 2019
Indian Super League (ISL), a football league, increased viewing figures in India for its 2018 season by targeting fans in national and regional activations.
Case Study
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Best Media Strategy, Consumer Products, Cosmetics, toiletries, personal hygiene, 2019
Savlon, a brand of antibacterial personal care products, increased awareness among parents and children in India by distinctly targeting each audience.
Case Study
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Best Media Innovation, Digital, Mobile/Handheld devices, 2019
Nokia, a telecommunications brand, invented an experience that technically modified over 100 songs to promote its Nokia 6 Dolby Atmos audio feature among Indian millennials.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Mirinda, a soft-drinks brand, increased sales and consumer awareness through the use of a music video-led campaign that sought to unite opposing Vietnamese consumers over a glass of soda.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Klondike, an American ice cream brand, launched dynamic audio assets that served tailored jingles, to increase awareness of its jingle among its target audience in the US.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Samsung, a smartphone brand, successfully increased sales and brand engagement using a campaign featuring its S10 model on an interactive HD video ad, which allowed customers in the Philippines to experience the product in an innovative way.
Case Study
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EMVIE for Good, 2019
Savlon, a brand of antibacterial personal care products, changed hand washing behaviours in school children in India via persistent activations in 3700 schools.
Case Study
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MMA Smarties, Gold, X (Global), 2019
McDonald's, the fast food chain, increased sales across Latin America by launching a campaign in partnership with Spotify, which enabled consumers to unlock special playlists using their fries.
Case Study
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Best Media Strategy, Consumer Products, Beverages and drinks , 2019
Pepsi, a soft drink brand, increased consideration in India by launching 200 million bottles and cans with words that spoke to millennials depicting the spontaneity of Pepsi moments.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Nescafé, an instant coffee brand, partnered with a famous virtual celebrity to create a campaign in which young Chinese consumers could unlock a personalised message by scanning Nescafé bottles.
Case Study
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Best Media Strategy, Consumer Products, Beverages and drinks, 2019
McDowell's No.1, an Indian brand of spirits, increased awareness and consumption in India by launching a celebrity chat show that inspired audiences to celebrate friendship.
Case Study
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MMA Smarties, Gold, X (Global), 2019
P/S, a toothpaste brand, created a 21-day tooth-brushing campaign for children in Vietnam, which used artificial intelligence and augmented reality to encourage them to change their toothbrushing habits.
News
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05 November 2019
Jeep, the auto marque owned by Fiat Chrysler Automobiles (FCA), has made innovative use of music partnerships to engage consumers, as well as to create impactful TV spots.
News
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05 November 2019
Food giant Kraft Heinz discussed in its latest quarterly results call why its innovation and sales activations led to the brand’s woes and why it’s now re-focusing on building brands and growing from the core: key lessons in sound marketing theory.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Jeep, the auto marque, believes that music can help magnify the impact of its marketing spend in powerful ways.
Research Paper
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Emma Rodero, Journal of Advertising Research
Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.
Case Study
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SABRE Awards, LATAM, Diamond, 2019
Huawei, a telecommunications brand, completed Schubert's famous Unfinished Symphony using AI technology in its new smartphone and launched a concert in Mexico City to connect with Mexican consumers.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
Victoria, a Mexican beer brand, promoted local traditions by celebrating Day of the Dead through a short film that portrayed the origins of the celebration in Mexico.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Visa, a financial services company, launched a Christmas film in the UK that connected emotionally with consumers by encouraging them to visit their local high street retailers.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Bose, the audio equipment manufacturer, challenged the challenger and redefined sound quality in the UK and Western Europe where audio adequacy had become the norm.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Childline, a counselling service for children, partnered with charity Vodafone Foundation to launch Headboomz in Ireland as a means for children to navigate their daily niggles.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Depaul UK, a charity that helps young homeless people, used context, story-telling and partnerships to reach young people in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Police Now, an initiative to get young people into policing, helped tackle violent crime in the UK by launching TAKE:90, an initiative that encouraged anger management by taking 90 seconds to calm down.
