Tune your publicity

How can you make a publicity campaign or a commercial a real hit. How can put it in peoples mind, so they can remember it over and over again. There is easy trick to make your massage stick in there head, maybe even forever. Make a song of what you want to tell them! How you make the difference between an ordinary commercial and a hit! #WDYMD

Everybody remember lots of songs from there youth. Songs from kindergarden. Or songs in primary school that helped you to remember: like the alphabet song. Even years after you learned them you can repeat them without any problems. Also scientific research proves that songs facilitate putting a message in your memory and your mind (just google "singing helps brain" for some interesting articles).

Why not using this concept in commercials?

A lot of commercials use humor or information to bring there message. Others use infotainment. But only a few use songs or repeating tunes. 

The problem about humor is that is works one time, because it works with an unexpected turn of events, but after that first time it becomes expectable, so it loses its humor.

Dry information can be interesting if you want to have a serious brand image. But after to many times, the commercial just becomes boring and unattractive. 

Working with a song makes a brand able to pin there message down in peoples mind. As a Belgian I growed up with a typical example of a tuned message that I still remember. GB (a former super-market chain, now part of the Carrefour Group) used at the end of its commercials invariably the sentence "Ik keer tevreden terug (I return pleased)". Although the commercial policy is changed over time, I still do remember that sentence, because of the jingle and the tune used to bring it. Now a day that specific sentence is still occasionally used and a lot of people will remember GB over and over again, although they forgot the commercials itself.

Evian is already exploring music for some time, combined with there famous baby publicity. But are it the babies, the dancing, or the music that makes the commercial so attractive?

Try it out for yourself and be honest with yourself. You certainly remember the babies, but do you record there moves? Or did you remember the song on which they were dancing? Did you even remembered the baseline of there commercials (Evian: Live young)?

Recently I found a commercial that perfectionated singing and giving a message to there customers. Yeovally, an English diary player, combined popular music with a commercial for there songs. Besides from being authentic and funny, the songs are stuck in your head. Yeovalley even made them available on iTunes! (You can follow them on there youtube-channel)

Anno 2010 they made a Rap-song (Yeo Valley Rap (feat. Mr George & Lisa Roxanne).

In 2011 they tried it again, this time with a boys-band kind of song (The Churned: Forever).

I'll guaranty fun and amusement. 

But if you want to give a message that will stick into the peoples mind, try it with a song! 

#WDYMD