Music & sound

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Xero: The Mechanic

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Xero, a newcomer to the accounting software market, launched a TV campaign to increase brand awareness in the United Kingdom.

Tochka Bank: All at once

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Tochka, a national Russian bank for entrepreneurs, created a music video to promote its services in Russia.

Creating engaging mobile advertising with or without sound

Article • Caroline Hugonenc, WARC Exclusive, June 2021

Research by Teads into the impact of sound on mobile ad effectiveness.

KFC Australia: Did someone say KFC? News layer

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Fast-food chain, KFC, devised a new marketing model to drive both short-term sales and long-term brand success in Australia.

Old Mutual: Ampd by Old Mutual collaboration & culture

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Financial institution Old Mutual built a cultural hub in South Africa to drive relevance among the young aspiring artists, creatives and professionals it sought to target.

Babyshop: A world we deserve

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Children's retailer Babyshop grew volume growth and brand awareness during Ramadan in the United Arab Emirates with a social media crowd-sourcing campaign and a music video.

JetBlue: AirSMR

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

US airline JetBlue literally cut through the negative noise to achieve standout at the most cluttered time of the year.

New Zealand Government: The public service banger

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

The New Zealand Government created an unconventional public service announcement to strike a chord with Kiwis and keep them safe throughout the summer festival season.

Trends of the month: Podcasts, luxury and subscription models

Opinion • Rob Clapp, May 2021

This month: podcasts’ growing popularity for audiences and advertisers, luxury’s new opportunities and the expansion of subscription models.

Buffalo Wild Wings: Boneless Thugs-N-Harmony

Case Study • SABRE Awards, Gold, North America, 2021

Buffalo Wild Wings (B-Dubs), a US casual dining restaurant and sports bar, partnered with hip hop band Bone Thugs-N-Harmony to reassert itself as a great American sports bar.

Jake's House: ASD – Rockin' the Spectrum

Case Study • SABRE Awards, Gold, North America, 2021

Jake's House, an autism charity, addressed the issue of loneliness within the autism community in Canada by using the power of music to dispel the misperception that those on the autistic spectrum prefer to keep to themselves and shun the spotlight.

Infiniti: Innovative Launches in a COVID World

Case Study • SABRE Awards, Gold, North America, 2021

Infiniti, the luxury division of automobile brand Nissan, transformed how new-car debuts could be handled virtually and responsibly in a rapidly changing world with its global campaign.

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.

Lifebuoy: Purpose

Case Study • MMA Smarties, Silver, EMEA, 2020

Lifebuoy, a soap brand, reacted swiftly to the coronavirus in Egypt by launching a public service campaign to raise awareness of the role of good hand hygiene in preventing the spread of the coronavirus.

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.

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.

Carte d'Or: Do Something Sweet at Home

Case Study • MMA Smarties, Silver, EMEA, 2020

Carte d'Or, an ice cream brand, broadcast live concerts and released practical recipes as a means of making people happy at home during the COVID-19 pandemic in Turkey.

How Virgin Hyperloop is designing a customer experience for 2030

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Virgin Hyperloop, a vacuum tube train system that can reach speeds of 1,000 kilometers (or 621 miles) per hour, is aiming to build a customer experience to meet the needs of travelers in 2030.

DB Export Gold Low Carb redefines the romantic ballad

Article • Anna Hamill, WARC Exclusive, April 2021

DB Breweries’ new extra low-carb product needed to made a splash with beer-loving Kiwis, and in a category where there were already several competing products.

An underestimated opportunity: Why brands should take the podcasting plunge

Article • Shauna Moran, WARC Exclusive, April, 2021

Global research from GWI on podcast audiences.

INCUCAI / Sony Music Entertainment: Through your eyes

Case Study • WARC Cases, 2020

INCUCAI, an Argentine charity, and Sony Music Entertainment, a music company, encouraged people to become cornea donors by taking away the act of seeing.

Trend Snapshot: Clubhouse and the emergence of social audio

Article • Alex Brownsell, WARC Trends, March 2021

Looks at how app Clubhouse has become the poster-boy for social audio after launching in March 2020 and following the arrival of celebrity participants like Elon Musk and Mark Zuckerberg.

One in three young adults prefers brands with a sonic identity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of consumer engagement with sonic and audio brand identity in Great Britain.

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.

Ad Council: She Can STEM – Dare to STEM

Case Study • WARC Cases, 2020

For the second year of its She Can STEM initiative, US non-profit organization Ad Council launched a Minecraft experience that got teen girls to immerse themselves in STEM-based challenges.

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 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.
What we know about recall and recognition

Article • WARC Best Practice, February 2021

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.
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.