You have most certainly heard them. And most probably been annoyed by some of them at some point in your life. There’s also a great chance that one or more of them got stuck in your head. And if you’re like me, you more or less unknowingly sing them to your colleagues, friends and family.
And so "the epidemic" starts. The jingles start playing around in the minds of the people around you, who eventually sing them back to you (while being really annoyed with you for sharing it with them in the first place).
Like a brand’s logo or tagline, jingles are an element of branding. It’s a marketing technique that’s been around since the 1920’s and is simply a uniquely identifiable audio clip that appeals to the consumers’ hearing senses to identify your brand.
A study done by the University of Vienna in 2012 shows that 89% of the people asked found jingles to be a highly effective advertising method. One of the biggest reasons for this is the power of repetition. Once you have heard a short melody with the same phrase more than once, you easily recognize it. When you add simplicity, catchiness, a strong message and a positive emotional tune and copy, you have the formula to create a great jingle that people will remember and associate with your brand.
In a more and more digitalized world, many believe jingles are old school and outdated. Less competition is great news, so this is even a bigger reason why you should put some of your marketing budget into creating the perfect jingle. Another reason for making a jingle is that sound still has a very strong and powerful impact. Audio builds familiarity and emotional connection. Yet approximately 80-85% of the advertising we are exposed to today focuses on the sense of sight.
Some advertisers make the most of their jingles by extending the use of it on other platforms. Take finn.no for instance. Through TV commercials their simple jingle is printed into the heads of Norwegian people looking to do secondhand scoops. By using the same melody as the alert sound in their app, they use their jingle to build awareness across channels.
Another smart method is to create a jingle for seasonal holidays that we associate with positive emotions, and make your brand or product become a part of the celebration. Take Coca Cola’s “Holidays are coming”-Christmas jingle for instance, playing with positive emotions and the magic around Christmas to put people in the holiday spirit year after year. In addition to the warm summers, Christmas is the time of year that Coca Cola experience the highest sales peaks.
However tacky jingles might seem, they are most definitely still going strong. So perhaps, when allocating your next marketing budget, you should consider making a new, catchy jingle for your brand. I promise I will unconsciously help out by giving you a lot of free word of mouth exposure. To all my colleagues; I’m gonna apologize for this already now.