Media are constantly evolving. Digital billboards and moving online interfaces are becoming ubiquitous, as are countless voice technology applications. Animated album covers on streaming platforms are replacing traditional static covers, and 2D logos are slowly becoming archaic.

Sound is the fastest human sense, faster than smell, taste, sight, and even touch. Combining this with the fact that music evokes emotions, which are the main driver of brand loyalty, creates enormous potential for sound in branding.

Music can calm, relax, but also stimulate action, motivate, or even induce a state of anxiety. One thing is certain: it is hard to pass by it indifferently without evoking any emotions.

One of the most successful examples is McDonald's long-running campaign and jingle "I'm Lovin' It." Created in Germany in the mid-1990s by the advertising agency Heye & Partner in collaboration with the music label Mona Davis, the jingle was supported by the release of a full version of the song sung by Justin Timberlake, initially released without any mention of McDonald's. Parapapapaa - I lovin it can already safely be called part of our pop culture.

 

https://www.youtube.com/watch?v=-IHcp8Pl_X4&ab_channel=justintimberlakeVEVO

 

Properly chosen music increases the release of dopamine in the brain, which is responsible for positive energy and the pleasure we feel. That is why it is so crucial to define our audience and consider what music they listen to. An example is Coca-Cola and its #RealMagic campaign, which, wanting to reach the younger generation, chooses energizing sounds.

 

https://www.youtube.com/watch?v=uAoH04RDHNo

 

Music can also be an element of persuasion used to put the audience in a positive mood in order to create positive associations with the brand. It is also for this purpose that music plays in grocery stores, clothing stores, and even pharmacies. Shopping malls and popular retail stores are abundant in our country. Each of them should be unique and stand out from the competition. The right selection of music is meant to help achieve this by evoking specific associations related to the brand. Brand sound influences the construction of shopping habits, which is why companies invest enormous amounts of money in audiomarketing, or music marketing, in order to gain loyal customers.

 

A curved ultra-high-resolution video billboard in Tokyo last year showed a giant 3D cat – now known as the "Shinjuku Cat" – sneaking across the LED screen installed at one of the busiest railway stations in the country. Such stunning, eye-catching displays have appeared all over Asia. Companies such as Netflix and Vodafone have noticed that 3D advertisements on the huge screen at Piccadilly Lights in London produce an excellent effect.

 

Currently, it is common for elements of movement and sound to be considered only after the creative direction has been established – as a complement to the graphics. However, if these components were examined from the beginning of the project, a much more holistic brand expression would be possible.

 

Animation and dynamic sound are the future of marketing communication :)

 

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If this text has not convinced you of the value of sound in advertising campaigns, try watching a film with the sound turned off.