music's role in brand's return

Music’s power in consumer positivity:

Aug 04, 2020
Over the past few months, the power of positivity has really come to the fore. And in recent weeks, brands have celebrated returning to business with some uplifting responses. Thanks to its unrivalled emotiveness, music was at the heart of many of these meaningful messages – uniting us, inspiring us and delivering a new direction for consumers as we look forward to brighter times. 

There’s no denying music brings people together. So when we were left somewhat disconnected from everyday life, many brand campaigns used sound to centre on a theme of closeness. The ‘Keeping Students Connected’ campaign from AT&T brought fun and empathy to the consumer conversation. In place of the typical piano music and empty streets, AT&T opted for Chuck Berry’s stop-start, light-hearted track ‘School Days’ to focus on distance learning. In a brand management survey, 24% of participants indicated they wanted to know what advertisers were doing to help, as opposed to just 10% who said they wanted acknowledgement of the situation and concern. Therefore, AT&T’s upbeat and nostalgic advert – combined with details of their $10 million distance learning fund – produced the perfect balance between positivity and practicality. 

Similarly, Vodafone’s April advert transported us to a place where we’ve all spent so much time – home. With real-life footage of families performing a range of tasks, from cooking and working to exercising and playing music, the ad appealed to everyone. And when accompanied by the live version of Rockin’1000’s ‘Come Together’, the ad championed Vodafone’s goal of ‘Keeping the UK Connected’ during the most testing of times.

The spirit of togetherness is still very much alive in many other advertisements. However, over the last month, some brands have changed their tune to focus less on moments of connection, and more on celebration. At the beginning of July, McDonald’s debuted a new campaign named “Welcome Back” – highlighting the nationwide excitement as stores were set for reopening. By choosing the backing track “Return of the Mack”, this fast-food giant cleverly reinforced the comeback of their most famous burger. Accompanied by emotions of anticipation and celebration, the ad successfully captured the joy of those most-missed McDonald’s moments.  

KFC welcomed back customers in similar style, with music inspiring positivity ahead of their return to restaurants. KFC Malaysia’s stores were closed for 86 days, so aptly, the chain produced an 86-track playlist filled with feel-good songs. The purpose of the playlist, ‘KFC You Soon’, was to serenade their customers and emphasise just how much they’ve been missed. 

As we navigate through these times, the relationship between brands and music looks set to strengthen. Music inspires true emotion – and now more than ever, companies are using compositions to form authentic connections with their consumers. The right track has the power to make a business more relatable and memorable. When that track is exclusively composed for your business, it not only eliminates preconception, but effortlessly and emotively reflects everything you stand for – making it an undeniably powerful brand asset.