Happy Friday, everyone!
Here is this week's poll question:
What’s the most effective use of a jingle in an advertising campaign that you’ve ever come across?
(And please feel free to post audio files!)
Looking forward to reading your replies!
It was a rainy season and we wanted to remind people to treat their mosquito nets, we developed several conversational ads and public announcements .They didn't work. so we decided to make a simple Swahili jingle.Here’s the back translations
Sfx: Mosquito buzz
Mvo; Hey, its time to treat your nets
Jingle:Soak the net,
Add power tab,
Mix
Hang the net
Our jingle worked. According to the research, audience could remember the catchy tune, the product and treatment process quite well. Effective use of a jingle. memorability&branding
Two memorable examples: Roto Rooter and McDonald's Big Mac jingle.
Roto Rooter has used variants of the same jingle since the 1930s. Their current radio spot features a "man on the street" asking people to sing the Roto Rooter jingle - which, of course, they gladly do - reinforcing what listeners have been hearing for decades.
McDonald's famous Big Mac campaign also featured customers singing (or trying to sing): "Two-all-beef-patties-special-sauce-lettuce-cheese-pickles-onions-on-a-sesame-seed-bun." They managed to get most of America to memorize the ingredients to their sandwich, with a jingle most of us can still recite from memory.
The most effective I've ever heard is for the Jim Stafford Show in Branson, MO. Stafford is a singer-songwriter-comedian. His 30-second jingle is funny and repeats the phone number for tickets over and over. "They sing, they dance, they tell jokes. ... from old THE JIM STAFFORD THEATRE The Jim Stafford Show 417-335-8080."
Thanks for this question, Rebecca! Could I throw out a different definition of effective?
One of our favorite yardsticks is how much jingles increase revenue for stations. While most advertisers commit too little to their radio investment to fully capitalize on radio's strengths...a business with a new jingle frequently buys more radio to launch their new branding. Then within days of launching, these business owners get comments from customers and acquaintances (i.e. "I heard your ad on the radio today..." or "I can't get your song out of my head.") These comments fortify the resolve of jingle clients to invest more in radio...and who knows...maybe it's the jingle that works...or maybe it's the doubling or tripling of their radio budget that does the REAL heavy lifting.
One of our "most effective" campaigns: When we relocated from Toronto-area to Winnipeg in 2004, the top radio salesperson in town had lost $650,000 of sales to a competing station whose creative and production were vastly superior. We partnered with her by developing spec jingles and sample ads for some of those recently-departed clients, and in 12 weeks between October and December we helped her put $400,000 back on her books. Every single one of those clients are still on radio today.
Hope this helps add another facet to your question...and thank you for your ongoing "ministry" to the radio community here!
Peter Brown
www.OutstandingRadio.com
(204) 997-7239
p.s. I've attached one of the jingles (for a Hyundai dealership) that contributed to the $400,000.
The jingle for EZ II Rent to Own has stuck with me since first hearing as kid in the 70's. It's no longer on air but ironically it's come back into my life. 15 years ago when I moved into a new town I met Richard Walker who now owns the company and we've become great friends. A couple years back I helped him develop a new jingle.
We've never found the original jingle, but here are the core lyrics..
It's so easy to rent to own...
It's so easy to rent to own...
It's so easy, It's so easy, It's so easy...
Attached is their new jingle.
