Being creative with sound in marketing campaigns

I caught the new Mercedes Benz TV ad last night. Designed to show how sound can evoke different emotions, the Sound with Power ad opens with a man in a suit that lights up when he is played various sounds like crashing waves, a baby laughing, and (of course) the sound of the new Mercedes-Benz 63 AMG.

The campaign continues online, where you can create your own mash-up of the sounds that take your fancy and trigger your own emotions.

I’m fascinated by the creative ways brands use sound and music in their marketing campaigns.

A brand that has always embraced sound completely in the way it markets to its customers, is Philips. Philips developed an interactive music experience that showed off the brand's audio range, using Facebook as the platform to showcase the campaign.

The experience was called ‘Obsession with Sound’ and let you listen to the Grammy-award winning Metropole Orchestra, allowing you to hear individual musicians. The idea was to ‘hear every detail’ and by singling out a musician you also got access to their musical tendencies, background and personal Twitter and blog feeds. Phillips used this campaign to promote its range of speakers.

I think this was an ingenious campaign, especially as you could experience the piece of music as a whole, played by the 51 members of the orchestra, or choose to single out specific musicians, and get to know these ‘unheard heroes’. It demonstrates how complex the orchestra is and how many components go into creating one fantastic piece of music. But how also, taken in silo, each instrument has its own unique appeal and story.

Hot on the heels of the success of ‘Obsession with Sound’, came ‘The Sound of Creation’ which is an interactive online film designed to demonstrate how the brand is ‘obsessed with sound’. ‘The Sound of Creation’ is a journey to audio perfection in nine steps: nine layers of music, nine videos, and nine stories behind nine products.

Everything is based on stories behind the design of different Fidelio products; from Inspiration which tells how the designers and engineers at Philips Sound studied the intricacies of air movement through a trumpet, to Improve, that shows moulds made from 400 different ear shapes for the M1 headphones.

Mercedes-Benz and Philips have certainly taken an exciting approach to advertising their products, taking their customers on a journey of discovery through the intricacies of sound and music. And for that I applaud them!

by Kasia. February 2014.

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