We all know how important music is to our lives, how it touches our soul and triggers our emotions. So when I was invited to an event around the power of sound and music in advertising, I didn’t hesitate one moment. The Radio Centre had kindly asked me to attend the launch of their latest research project, called Strike a Chord at the iconic and magical Abbey Road Studios.
The study points out the strategic power that music can have for a brand, if used wisely.
Figures prove that music can enhance campaign activity, increase ROI, and is recognised as one of the most powerful and effective tools a brand can use to convey strong and emotional messages.
As Karlheinz Illner puts it: ‘music sparks emotions and emotions control decisions’.
Supporting this, the IPA Databank findings also show that ad campaigns that use music achieve better results across a wide range of success metrics, including sales: ‘musical ad campaigns are 27 per cent more likely to report large business effects compared to non-music campaigns’.
The Radio Centre also conducted several interviews with top UK marketers and advertising specialists; the study revealed that the consistency of the use of music for a brand increases attention and engagement. Elizabeth Fagan points out in those interviews that Boots’ repeated use of ‘Here come the girls’ helped with brand recognition and familiarity as well reinforcing the key brand messages.
So why is there this disconnect between adland and audio? Music seems to be an afterthought to the strategic and creative process. The numbers are there to prove it: 17% of advertisers claim to have audio brand guidelines whereas 86% of them have visual brand guidelines.
This research should come as encouragement to brands and ad agencies to be more daring, to be more confident and trust the universal power of sound and music. They also created a very cool tool called the Brand Music Navigator that is designed to help, as early as the briefing stage of a campaign, to encourage the use of music. I would encourage everyone in advertising, music and the wider audience the check it out.