What constitutes a successful jingle campaign? In this article we will examine and listen to 4 successful jingle campaigns and look for key ingredients to their success. Jingle Campaign #1, Mr. Chaus Chinese Fast Food: Go to my Sound Advantage website listed at the bottom and click on the "Sounds" page and then click on: Mr Chau's Chinese Fast Food. This radio & TV musical identity has been the cornerstone of Mr. Chaus campaign since 1996 and is still a current hit. In that time span he has grown from 6 to 22 regional locations. We were asked to find a creative and fun way to reach an across-the-board demographic (including children), with as much of his full menu as possible in the :60 radio spot. We decided that the variety on Mr. Chau's menu needed to be reflected with creative variety so we brought in a multiplicity of personalities and singers and pieced them into an up-tempo musical track punctuated with chopstick percussion. The 2nd campaign is a :60 radio & TV jingle for the Northern California Marine Associations Boat Shows in the San Francisco Bay Area, Sacramento and San Jose, California. They were targeting a A35-64 demo but also wanted it to appeal to children. We chose reggae music as the vehicle and fun lyrics with great vocals to sell the boating lifestyle. The campaign is relatively new but is a smashing success. Again, on my Sound Advantage website listed at the bottom, click on the "Sounds" page and then click on: NorCal Boatshows "Only In A Boat" Campaign #3 is a national:30 TV spot (with jingle) that we wrote and produced for DAB (Low Carb) Beer. They wanted to target a specific female audience 25-34 with this low carb offering. They asked us to create something that was a musical cross between the Bangles and Sheryl Crow. Again, this has been a successful campaign for them. Grab a DAB by clicking "Sounds" on my site listed below and then click: DAB Beer "Grab A DAB" Campaign #4, Petaluma Auto Plaza has a huge electronic sign on Hwy 101 in Northern California that we determined was the focal point of their campaign. We decided to "put them on the map" by writing a jingle in a Gospel Revival style: "I Saw the Sign in Petaluma" and we brought in gospel diva Jeannie Tracy (from Whitney Houston's Band) to sing it. Click on: Petaluma Auto Plaza In order to create a truly successful jingle branding campaign that will cut through the clutter, a jingle/music production company must be willing to go the distance to help you find the most effective way possible to help you position your products (or services) in the public consciousness with creativity and integrity. We spare no expense to get the best creative and the most unique talent to make our clients personality sparkle on the airwaves. You should expect the same from any company you choose to partner with. Don't settle for less. |
