Written by: Aleksandra Vasić, Senior Media Planner DIRECT MEDIA United Solutions
It must be almost two years since I attended a neuromarketing lecture and what stuck in my mind was the emotional reaction of the participants to the commercial for the Doncafé coffee brand. The line representing emotional reaction on the graph oscillated around the zero line (indifference) during the commercial break, and then there was a sudden rise. That rise was a positive emotional reaction, but what happened? A rooster started to sing the song “Dobro jutro džezveri’’.
Ah, Bajaga. He has finally resolved the dilemma that in the song “442 do Beograda’’ (442 to Belgrade), the number does not represent the distance in kilometers between Belgrade and Zagreb or Skopje, but that it just fitted well within the text. Just like “442”, Bajaga’s song “Dobro jutro džezeri’’ rhymed with the Doncafé brand and created a great buzz and set off a positive reaction to the commercial.
“Sound marketing’’ is nothing new, there are even strategies developed for this branch of marketing. Examples of successful implementation of “sound marketing’’ (in Serbian the literal translation in use is – “zvučni marketing’’ or “zvučni brending’’) usually comes from large global companies, but Doncafé has showed that there are examples of good practice in Serbia as well.
Smell is the best trigger of memories, but music is the best trigger of emotions. Music can easily shift the mood from one extreme to the other, from happiness to sadness and vice versa.
Imagine watching a movie without music. Imagine “The Godfather” or “The Lord of the Rings” or “Amélie“ without music. Imagine even the Serbian movie “Zona Zamfirova” without music (the first part, of course). No matter how good the acting, the directing, the script, the special effects or the costumes, the movie would not stir up as much emotion without the music by Nino Rota, Howard Shore or Yann Tiersen. Why would it be any different with commercials?
A recognizable sound is something that can differentiate a brand from others in a positive manner. That can be done by means of creating a melody out of the brand name – “Zdravko Herbiko’’ (a melodic exclamation), by means of a short melody, e.g. at the end of the commercial for Lidl, or a song composed for the purpose of the commercial – “Simka nam je napravila Simčeta..“, or by adapting a well-known song as Doncafé did. Of course, the song choice is not enough, it has to be well incorporated with the brand’s story, campaign objectives and numerous other parameters relevant for the success of a commercial, ensuring the consumers remembering the brand for a long time.
Here is another example of sound branding. You can call it a mild form of masochism, but I, for example, like public transport. It illustrates human psychology really well. In public transport I most often notice the following pattern of behavior: when someone’s iPhone rings, you immediately recognize the other iPhone owners on the bus. Whether it is the noise from public transport or the strange acoustics which make it difficult to determine where the sound is coming from, I don’t know, but all the iPhone owners start going through their pockets or bags, followed by disappointment because their phone is usually not the one ringing.
Before, when ringtones were personalized someone’s choice may have been “Rondo Alla Turca”, someone’s “Cry Me a River”, or “Udri, Mujo. The ringtone represented who we were. Today the recognizable iPhone ringtone speaks for itself. It says that we have an iPhone, and that in itself says that we “think different”.
If this is not enough to persuade you that music and sound in a commercial are sometimes more important than its looks and message, here is an irrefutable argument to conclude with, a Despacito among commercials – “Noblice, nobilce…”