Archive for the ‘jingles’ Category
And previously, Liverpool Street Station:
A common advertising anomaly in marketing is that whilst it does wonders for brand communication, it’s extremely hard to quantify – in monetary terms – the sales they might generate. It would be sweet if we could say with full confidence “$xx buys us exactly x% sales”. The reality is that it doesnt translate quite as well and clear cut as that. Which sometimes makes me wonder about ROI projections and what the margin of error is.
On the other hand, you can imagine the T-Mobile execs going “yes! let’s do this!” since guerilla campaigns are quite cheap to make. That is, assuming the agency hasn’t actually hired the first few hundred people to gather and get the ball rolling in those venues (It’s not surprising that people do hire these people and make them seem random).
Grab ’em, then stun ’em
Two most important things to remember developing a campaign idea is Impact and Relevance (Thank you, Gareth, if you’re reading this).
This campaign definitely does not lack any impact or relevance.
The soundtrack, the venues, the ambience definitely appeals to T-mobile’s target market; mainly the young adults.
The ads also conveyed how communication and togetherness are important to these people and how T-Mobile can help to bring them together and all that jazz. Then again, most VMNO (virtual mobile network operator) say pretty much the same thing. The one thing that makes this campaign different is that it’s emotionally engaging, pulling at the heartstrings seeing so many different people coming together, literally in harmony (or somewhat slightly off). And that’s impact!
Incidentally, these ads remind me of the Network 3 ads, one of I’ve added here. The last sequence is what everybody remembers most.
I now cannot listen to that song without recalling that sequence. Or that cherry!
(image by lifechooser)
Going back to my post on aural branding, here is another interesting nugget.
What do these have in common:
(in the UK) The voice of the woman at post offices/supermarket who calls out “Cashier number one, please”
The “voice” heard in trailers “In a world where” or “the hunter becomes the hunted” (no, not Pablo Francisco)
In their own way, they’re celebrities. They’re well known and recognised.
They also invoke feelings.
The queue voice reminds us of the frustration of having to stand in a queue. It could also bring back that feeling of relief when we’re finally being served.
The Trailer voice man (it’s actually Don LaFontaine 1940 – 2008) usually evokes horror and drama, since his voice is normally used in action movies and horrors or thrilers.
Which other voice overs or aural branding can you think of; and what feelings do they invoke?
(image by wordenaar)
“Would you mind if I put you on hold for a minute?”
Ah the dreaded words when you have speakers that only work on 11 (Spinal Tap fans rejoice!).
The natural answer to that would be “No”.
But there is always the urge to add “only if it’s literally a minute AND [notice the emphasis] it’s not Ride of the Valkyrie, 4 Seasons or cheesy pop tunes from the 80’s”.
A couple of days ago an acquaintance told me about how her friend’s company uses Rick Astley as their hold music.
(yep, Rick Astley)
My immediate reaction was that they deserved to go bust.
Not because they were cheap enough to use that tune – which probably cost them all of 15cents a month – but more so that they were putting an annoying, sticky pop song from 1987 which is definitely going to stick in the listener’s head longer than Milla Jovovich’s MOOL TEE PAS).
Which got me thinking.
Why don’t more companies invest in hold music? It’s the perfect arena because it’s their space and one of the rare times when the customer is actually listening to you whole heartedly. Or almost.
If it’s obscure or interesting or good enough, that’s going to be another weapon in the marketing cache.
Music is undoubtedly one of the more powerful of the 5 (or 6, if you count subliminal) senses to cater to.
In Odeon cinemas in the UK until several years ago, a piece of music that played before the ads started had an obvious effect on cinema-goers. They were actually overheard humming the 20th Century Fox Searchlight sequence theme and the aforementioned Odeon theme on more occasions that the movie theme! And it was so distinctive that eventually, out of nowhere, it would pop into my head. Typical of a fanboi, I immediately looked it up on the internet and there were close to a million pages just on this theme song, mostly from people wanting to know what it was, whom it was by and where they can buy it! Now if that does not increase brand recall, I don’t know what.
And here it is:
I’d like to hear what ad jingle/theme/hold music that you remember most and why. Comments please.