Music & sound

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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.

Audi: The value of Vorsprung durch Technik over four decades

Case Study • IPA (UK), Gold and Best Dedication to Effectiveness, IPA Effectiveness Awards, 2020

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.

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.

John Lewis: An amazing decade

Case Study • IPA (UK), Gold, IPA Effectiveness Awards, 2020

John Lewis, a department store, created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

Sudocrem: From Sudocrem to super-crem

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.

SickKids vs. Conventional fundraising

Case Study • IPA (UK), Silver and Best Contribution to Effectiveness through Technology, IPA Effectiveness Awards, 2020

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

How we crossed the 'T's, dotted the 'I's and put TUI at the top

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

TUI, a British leisure travel group, launched a campaign in the UK to rebrand from Thomson to TUI with OOH, digital takeovers and TVCs that demonstrated the customer centricity of a TUI holiday.

Mastercard sees benefits from sonic branding

News • 05 October 2020

Mastercard, the payments company, believes that effective sonic branding can help enhance brand attributes such as differentiation, image, identity and emotional connectivity with consumers.

How Mastercard is developing a multi-sensory brand - from sight and sound to taste

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers State of Audio online conference, September 2020

Mastercard, the payments company, is developing a multi-sensory strategy that will help its brand to engage consumers across numerous touchpoints.

McDonald's: Put the 'BIG' back in 'BIG MAC'

Case Study • Sarthak Ranka, Kunal Roy, WARC Prize for Asian Strategy, Shortlisted, 2020

McDonald's Malaysia targeted Gen Z with a social media campaign to reverse the Big Mac's long-term decline by increasing brand love and sales.

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Bronze, 2020

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

Do your ads talk too fast to your audio audience? How speech rates of audio commercials influence cognitive and physiological outcomes

Research Paper • Emma Rodero, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 337-349

Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.

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

Case Study • Paolo Juarez Broma, WARC Prize 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'.

Spotify: The Beat of a Billion

Case Study • Dheeraj Sinha, Noor Samra, Amrita Varma, WARC Prize for Asian Strategy, Entrant, 2020

Spotify needed a strong debut in India to acquire 10% of young international streamers and build its user base so it used data to compose a track that embodied the sounds Indians loved, and promoted it with a digital campaign.

The Department of Tourism (Uttar Pradesh): Inviting new India to its oldest festival

Case Study • Siddhartha Dutt, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2020

The Department of Tourism of the Government of Uttar Pradesh in India ran a multi-channel campaign to attract Indian millennials to Hindu religious festival Kumbh Mela.

Wildcraft: Wildcraft Supermask – New Face For The New Normal

Case Study • Aditya Satheesh, Vaishak Prabhakar , Ananth Nadiger, Vijay Menon, WARC Prize for Asian Strategy, Entrant, 2020

Indian outdoor apparel brand Wildcraft began producing its Supermask and ran a TV and social media campaign to normalise mask-wearing.

P&G Shiksha: Shiksha-Bittu

Case Study • Dheeraj Sinha, Sneha Sadani, WARC Prize for Asian Strategy, Entrant, 2020

P&G India ran a campaign promoting its CSR programme Shiksha to grow purchase intent and brand awareness, and increase engagement and preference among consumers in the low-loyalty FMCG segment.

CarDekho: Beating the patriarchy on the Indian roads

Case Study • Rema Bagga, WARC Prize for Asian Strategy, Entrant, 2020

CarDekho, the car buying portal, challenged the patriarchal car sales industry to grow preference among women in India.

IM3 Ooredoo: The Reconnecting Track

Case Study • Nugroho Nurarifin, Elizabeth Inkan, Yohannes Muliady, Albenna Reevo, WARC Prize for Asian Strategy, Entrant, 2020

Telecoms operator IM3 Ooredoo created a multichannel campaign based on a song and music video to drive cultural relevance among Gen Z during Ramadan in Indonesia.

Toppen Shopping Centre: Jangan #JelesEk! Jumpa di Toppen!

Case Study • Natasha Aziz, Galen Lau, Ramesh Weston, WARC Prize for Asian Strategy, Entrant, 2020

Toppen, the shopping mall, achieved a successful launch in a crowded market with a hyper-localised campaign in Malaysia.

100Plus: Activate Your Potential – AME 2019

Case Study • Su Ling Chan, Danesh Asokkumar, Nichelle Ng, WARC Prize for Asian Strategy, Entrant, 2020

Isotonic drinks brand 100Plus increased sales and reach among millenials in Malaysia through a collaboration with an upcoming band.

What we know about using music in advertising

Article • WARC Best Practice, August 2020

Provides marketers with information and guidance about the most effective approaches to using music in advertising.

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.

The sound of simplicity: Why sonic branding is vital for a connected experience

Article • Victoria Kurzweg, WARC Exclusive, July 2020

Details major developments in sonic branding over the last 30 years.

Advertisers may be wasting money on music choices

News • 30 July 2020

Advertising professionals may be wasting valuable resources on choosing expensive music to accompany their work thanks to a bias that is not shared by consumers, according to a paper in the Journal of Advertising Research (JAR).

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 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.
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.
What we know about recall and recognition

Article • WARC Best Practice, January 2020

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.
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.
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.