Music & sound

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Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

Gen Z is here, and brands need to be okay with giving up control

Article • Low Lai Chow, Event Reports, IAB SEA+India Re:Volve Webinar Series, October 2020

An IAB SEA+India webinar outlined how brands need to change their mindsets in order to better connect with Gen Z consumers.

Timberland: Concrete Green with Loyle Carner

Case Study • Hannah Savage, WARC Media Awards, Gold and Collaboration With An Influencer Award, Effective Use of Partnerships and Sponsorships, 2020

Timberland, the footwear brand, partnered with musician Loyle Carner to increase sales 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.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth 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.

WA Super: Super is Boring

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

WA Super, a superannuation fund, kickstarted a conversation about the 'boring' topic of superannuation in Western Australia and encouraged more people to engage with their superannuation fund with the campaign Super is Boring.

Sonic branding is powerful but requires strategic planning and consistency

Article • Biprorshee Das, Event Reports, Zee MELT conference, September 2020

At Zee Melt, Sixieme Son’s Ella Duda, outlines why sonic branding is something brands can no longer ignore or approach as an afterthought.

Lifebuoy: World's largest COVID campaign

Case Study • Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.

Churchill: Breathing life into an old dog

Case Study • Oliver Scargill, Nuria McGlinchy, WARC Media Awards, Bronze, Effective Channel Integration, 2020

British insurance provider Churchill ran a multichannel rebranding campaign to reach a younger audience, increase spontaneous awareness and brand quality perceptions, and increase quotes/sales.

Almosafer: As far as we go

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

SEC Network (ESPN): We Love it Here

Case Study • ARF Ogilvy Awards (US), Silver, 2020

ESPN, a sports channel, drove awareness of the scale of the offerings of its Southeastern Conference (SEC) Network in the USA by launching its campaign We Love It Here.

Meow Mix: Meow Mix Remix

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Meow Mix, a cat food brand, improved brand saliency and sales with its light-hearted Meow Mix Remix campaign.

Mastercard: Sonic Melody

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Mastercard, a financial-services corporation, launched its sonic melody worldwide and improved brand recall and customer experience.

Citizens Bank: Made Ready

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Citizens, a banking brand, targeted millennials and built the brand in the USA with its multimedia campaign Made Ready.

How Reporters Without Borders and DDB Berlin snuck past censors with music streaming

Article • Brian Carruthers, Event Reports, Lions Live, October 2020

Reporters Without Borders, an NGO dedicated to the right to freedom of information, and its agency DDB Berlin exploited platform loopholes to get their message across.

Vans encourages creative expression among Chinese young generation with #OH My Vans Challenge

Case Study • SABRE Awards, APAC, Marketing to Youth, Gold, 2020

Vans, an apparel brand, promoted its brand among young people in China by launching a video challenge that asked influencers and consumers to balance Vans shoes on their heads.

Corning Gorilla Glass headlines India's biggest youth festival

Case Study • SABRE Awards, APAC, Technology: Hardware, Gold, 2020

Corning Gorilla Glass, a brand of chemically-strengthened glass, celebrated the brand and connected with a younger, technologically-savvy audience in India by organising a youth-focused technology summit.

Novartis Malaysia: "My Skin"

Case Study • SABRE Awards, APAC, Pharmaceutical: Rx, Gold, 2020

Novartis, a pharmaceutical brand, launched its Be Pso Positive campaign by kickstarting a petition to the Ministry of Health in Malaysia to make psoriasis treatment more accessible to all.

Ford: Rock in Rio

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

Ford, an automotive company, increased its sales, awareness and market share in Brazil by launching a competition that gave anyone who purchased a Ford vehicle the chance to win tickets to the Rock in Rio festival.

Pantene: Suéltate El Pelo

Case Study • SABRE Awards, LATAM, Geographic, Gold, 2020

Pantene, a haircare brand, increased awareness of its Combing Creme products across Latin America by creating an unbranded pop song and music video that encouraged women to let their hair down.

Dell: Nossa Cultura É A Transformação

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

Dell, a technology company, celebrated its 20 years in Brazil by using AI to turn employee testimonies into musical notes which formed a unique melody to mark the anniversary and showcase its ability to use technology to enhance progress.

Mitsubishi Motors Australia: How Mitsubishi has the time of its life again and again and again

Case Study • Effies (Australia), Australian Effies, Silver, 2020

Mitsubishi, an automotive brand, became a definitive SUV brand and grew during the automotive recession in Australia.

Brands can tackle ‘sonic racism’

News • 19 October 2020

The advertising and marketing industries need to understand that racism isn’t just a visual or textual issue – it’s a sonic issue as well, says a director of Pandora’s audio-first creative consultancy.

Black Voices Matter: How brands can cross the Sonic Color Line

Article • Steve Keller, WARC Exclusive, October 2020

Examines how the sonic color line is pervasive in marketing, and the ripple effects sonic stereotypes perpetuate.

2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.
What is the role of distinctive brand assets?

Article • WARC Evidence, January 2020

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2020

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.
Power of you - distinctive brand assets

Article • WARC Exclusive, February 2020

This Ipsos meta-analysis of over 2,000 pieces of video creative examines the relationship between effectiveness and the presence or not of brand assets.