Music & sound

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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.

Procter & Gamble: Rejoice Teman Perjalanan Hijrahmu

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Rejoice, a shampoo brand owned by P&G, targeted hijab-wearing women in Indonesia with its hijab shampoo and positioned itself as a brand that understands their daily struggles.

Viking: Staying Connected with Viking TV

Case Study • DMA (UK), Silver, 2020

Viking, a cruise company, launched a new digital platform in the UK during the coronavirus pandemic to help people stay connected and share travel stories while staying at home.

Sennheiser: Sound Check

Case Study • DMA (UK), Silver, 2020

Sennheiser, a privately held audio company, demonstrated its superior audio offering to UK consumers by launching an audio track designed to test three key elements of sound.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

Gen Z is here, and brands need to be okay with giving up control

Article • Low Lai Chow, Event Reports, IAB SEA+India Re:Volve Webinar Series, October 2020

An IAB SEA+India webinar outlined how brands need to change their mindsets in order to better connect with Gen Z consumers.

Timberland: Concrete Green with Loyle Carner

Case Study • Hannah Savage, WARC Media Awards, Gold and Collaboration With An Influencer Award, Effective Use of Partnerships and Sponsorships, 2020

Timberland, the footwear brand, partnered with musician Loyle Carner to increase sales in the UK.

Dove: Light hair for a light day

Case Study • Thanh Vo, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Dove Demi, the shampoo brand, used hypertargeted outdoor media to put the product top of mind at key moments for its young female audience in Vietnam.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

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

Biti's Hunter: Canvas of pride

Case Study • MMA Smarties, Bronze, X (Global), 2020

Biti's Hunter, a shoe brand, launched its Canvas of Pride campaign – a special collection inspired by optimism and resilience to spread cheer during the pandemic and to increase business in Vietnam.

ViettelPay: Make Tet easy again – challenge accepted!

Case Study • MMA Smarties, Bronze, X (Global), 2020

Viettelpay, a mobile payment app, relaunched the brand in the runup to Tết, the Lunar New Year in Vietnam, to educate people about its services and promote the app.

ZaloPay: Tet 2020

Case Study • MMA Smarties, Gold, X (Global), 2020

ZaloPay, a mobile payment application, raised brand awareness and attracted new customers during the festival Tết in Vietnam.

Pepsi: Practicing The New Normal With Swag

Case Study • MMA Smarties, Gold, X (Global), 2020

Pepsi, a soft drinks brand, launched a mashup of its existing hit track on TikTok in India that encouraged social distancing and connected with young consumers during the COVID-19 pandemic.

Fanta: Music Is Ours

Case Study • MMA Smarties, Gold, X (Global), 2020

Fanta, a carbonated drinks brand, reached teenage consumers in Turkey by launching Instagram Polling ads that got them to interact with the brand on social.

Berocca: Get Supercharged at 2pm

Case Study • MMA Smarties, Silver, X (Global), 2020

Berocca, a multivitamin brand, aimed to convert occasional consumers into daily consumers in Vietnam.

DIMES: Milkshake Launch

Case Study • MMA Smarties, Bronze, X (Global), 2020

DİMES, a soft drink brand, maintained brand loyalty and rejuvenated its perception among Generation Z in Turkey by producing the first long-life milkshake with on-the-go packaging.

Axe: Stay Fresh With Music

Case Study • Oscar Maalihan, WARC Media Awards, Entrant, Best Use of Data, 2020

Axe Deodorants identified music as a passion point and partnered with Spotify in the Philippines to run a targeted digital campaign for its new Ice Chill variant; its 18-24-year-old male target audience streams over two hours of music a day.

WA Super: Super is Boring

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

WA Super, a superannuation fund, kickstarted a conversation about the 'boring' topic of superannuation in Western Australia and encouraged more people to engage with their superannuation fund with the campaign Super is Boring.

Sonic branding is powerful but requires strategic planning and consistency

Article • Biprorshee Das, Event Reports, Zee MELT conference, September 2020

At Zee Melt, Sixieme Son’s Ella Duda, outlines why sonic branding is something brands can no longer ignore or approach as an afterthought.

Churchill: Breathing life into an old dog

Case Study • Oliver Scargill, Nuria McGlinchy, WARC Media Awards, Bronze, Effective Channel Integration, 2020

British insurance provider Churchill ran a multichannel rebranding campaign to reach a younger audience, increase spontaneous awareness and brand quality perceptions, and increase quotes/sales.

Almosafer: As far as we go

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

Lifebuoy: World's largest COVID campaign

Case Study • Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.

Meow Mix: Meow Mix Remix

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Meow Mix, a cat food brand, improved brand saliency and sales with its light-hearted Meow Mix Remix campaign.

SEC Network (ESPN): We Love it Here

Case Study • ARF Ogilvy Awards (US), Silver, 2020

ESPN, a sports channel, drove awareness of the scale of the offerings of its Southeastern Conference (SEC) Network in the USA by launching its campaign We Love It Here.

Mastercard: Sonic Melody

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Mastercard, a financial-services corporation, launched its sonic melody worldwide and improved brand recall and customer experience.

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 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.
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.
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 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.