How important is music in building a brand? How does sound impact perception and consumer behaviour?
Uli Reese, sound strategist, composer and audio branding global speaker, explores in his new book these questions and more with 101 great minds from the world of marketing, music and advertising.
One of the thought leaders interviewed is Universal Music and Brands’ Global Head of New Business, Olivier Robert-Murphy. Giving insight into the agency’s mind-set around brands, fans, emotion and data, he explains why “the sound associated to the brand is key.”
‘101 Great Minds on Music, Brands and Behavior’ by Uli Reese is available now on Amazon
As part of the co-operation with the European Capital of Culture, UM Poland delivered Andrea Bocelli’s concert at the City Stadium in Wroclaw.
The Objective: Raise awareness on Wroclaw, European Capital of Culture in 2016
The Solution: Universal Music Group & Brands and the City Council teamed up to bring Andrea Bocelli to Wroclaw. The artist performed an exclusive concert in Wroclaw Stadium which is one of the largest stadium in the country. The first 3 songs of the concert were broadcasted live on TVP 2, a public TV channel.
The Result: The concert was attended by a crowd of 25,000 people. It was sold out and the broadcast reached 1M viewers.
Check out the TV spot here.
Universal Music has announced a three year extension of their partnership with HP, plus the launch of a new dedicated music platform called HP Lounge.
Preloaded on to a range of the latest HP devices, HP Lounge is a new Windows desktop app that gives fans access to an immersive experience for their favourite Universal Music artists, including 12 months of ad-free, unlimited radio streaming via a variety of stations grouped by genre, artist or mood. HP Lounge also offers behind-the-scenes news, making-of videos, artist interviews and album reviews and competitions to win concert tickets and gain access to exclusive money can’t buy music experiences.
The extended partnership also includes tour sponsorship and showcases around the world, with Brandon Flowers and The Avener in Moscow in November, Felix Jaehn in Cologne also in November, Years & Years in London in December and Juan Magan in Madrid in January 2016. Exclusive videos and photos from these special events will be made available only through HP Lounge www.hp-lounge.com
Find out more: HP Lounge Launch 2015
A unique opportunity to launch the ‘Cheek to Cheek’ album in Belgium. Both artists were open to a worldwide premiere concert at a non-conventional location. This campaign won a Buzz Award.
Universal Music Group & Brands Poland started 2015 with another FMCG deal: again with Somersby. After last year’s campaign with Ella Eyre, this time people will enjoy a free track download by collecting codes from beer bottle caps. The campaign launched early March. Stay tuned!
Telstra’s 2nd Chance Song campaign is a competition that revisited a classic Australian song by encouraging amateurs to post their cover on YouTube. Four artists and several influential YouTubers took up the challenge and inspired over 200 participants. They generated more than 11 hours of content on YouTube and over 2 million completed video views during the campaign period alone.
Hi The Pickup is an online video series created for telco brand ‘Hi’. Together with hiphop label Top Notch, eight music videos and tracks have been released. Using Spotify and Skype in the music videos Hi proved to youngsters that it has the best video stream experience (with 4G) on mobile phones.
Havas Group and Universal Music Group have formed a Global Music Data Alliance. The unique partnership will see exclusive solutions being offered to brands mixing data and content.
To promote the release of Kung Fury: a film produced by David Sandberg, where David Hasselhoff performed the title track: “True Survivor”
UMG&B Sweden co-produced the movie, signed David Hasselhoff and Kung fury for music and merchandising including games.
The movie was released on YouTube on May 28th and achieved in 1 month an unbelievable 17 million views
Increase brand awareness and customer engagement
Aquila and Universal Music & Brands launched Aquababes, a talent platform scouting gifted singers and dancers. Every year 5 or 6 women are selected following a competitive casting to become Aquababes for a year. All the created content (video clip, tracks, TV miniserial etc) is integrated in Aquila marketing strategy.
Aquila TV spot reached over 1.3M views on Youtube and the official video clip of the track is the most viewed Czech clip on Youtube in 2014.
For the 2015 Spring Summer campaign Australian fashion retailer David Jones launched #ShotbySound which aimed to amplify the relationship between fashion and music using technology and innovation.
Universal Music Australia in partnership with David Jones and its creative agencies, created the #ShotbySound campaign which features Daniel Johns and his band playing alongside David Jones Ambassadors Jessica Gomes and Montana Cox. The innovative shoot was controlled by the music, with images captured by 42 customised cameras set up on a rig that were triggered by Daniel’s vocals and the band’s instruments. His track ‘We Are Golden’ was licensed as the soundtrack to the campaign.
The result was the world’s first fashion shoot captured by musical instruments in a collaboration with enigmatic Australian musician Daniel Johns. His creative performance as a freshly-solo artist had recently been showcased during two stunning Vivid Festival shows at the Sydney Opera House in May 2015, following the release of his critically acclaimed debut solo album, Talk in April 2015.
Present KPN, as the mobile provider that makes sure the youth (18-24 y/o) is able to discover their new favourite music tracks and music videos everywhere by the use of 4G. The objective is to boost likeability and relevancy for KPN.
Universal Music created an online video series together with the Dutch hip-hop label Top Notch. Unique combinations of Dutch hip-hop artists were picked up in a Chevy Suburban truck to create a new track. This led to 8 episodes/music videos which were released on KPN’s music platform called Music State. The tracks are released on Spotify with whom KPN has also a partnership. The value and fun of 4G is presented by adding an intro and outro to each music video in which we see a young person who’s watching the episode in 4G quality on the go.
The 6-month campaign resulted in more than 3 million YouTube views, more than 2 million Spotify streams, and more than 200,000 unique visitors to the Music State platform.
Contribute to Turkish Airlines long-term strategy in establishing the most innovative and service-orientated airline.
“My Music Planet” : a unique in-flight entertainment program bringing music into the passengers’ life, including exclusive and editorialized traditional content bundled with a tailor-made animation package every month.
Since MyMusicPlanet has been promoted via Turkish Airlines media channels, we’ve reached a total of more than 6M likes on Facebook and 3M reach per month of the Sky Life Mag and Planet Mag.
To increase petrol sales through a short-term acquisition campaign across 400 gas stations in Germany.
Aral customers were able to choose between a CD or a voucher to download an album on the Aral platform after filling up at Aral gas stations. In addition, Universal Music tracks were used in synchronization to further bring the brand and music together.
Over two years, 7750,000 CDs offered and 250,000 voucher codes offered with a digital redemption rate of 70%.
When we started out we knew that 30% of teens in Central Southern Europe (CSE) had not had a Coca-Cola in the last month. The objective was clear: engage teens, and implicitly grow consumption.
A unique partnership was forged with Universal Music & Brands and Coca-Cola to create a new music format: the emotisong. A max 15 second coke branded cut of famous songs expressing just the right thing.
Coca-Cola’s multi-awarded & most successful campaign in CSE in 2014. “Say it with a song” - a product & digital concept enabling teens to communicate their emotions through music. 1 billion earned media impressions over the 3 months campaign across CSE region.
To develop a unique artist branded product offer to drive global sales and elevate brand profile.
The creation of a highly-coveted, limited edition Rolling Stones 50th Anniversary gift set amplified through social media marketing and CRM offers including band merchandise and concert tickets. The collectible gift set was sold in over twenty countries worldwide.
300,000 gift sets shipped and sold out globally. The Rolling Stones Product helped support Crystal Head Vodka brand launches in new territories such as Italy, Russia, and Japan.
To help launch the new Ford KA and Fiesta in France.
Universal Music & Brands helped launch the new Ford KA during the NRJ music awards (large French award show) by Jenifer (a high profile local artist). In the run up to the awards, a contest between 12 participants, 1 winner signed a contract with Mercury/Universal and was supported by Ford throughout the year. For the introduction of the new Ford Fiesta, Universal Music & Brands partnered Martin Solveig (a high profile local artist) with Ford including product placement, synchronisation and more.
Through an association with music, Ford was given an edge on its brand image, giving its new cars a glamorous and young image.
To drive preference toward HP products and increase HP sales and strengthen HP brand & consumer engagement with Millennials as well as generate massive & qualified marketing campaigns.
A curated music platform and a fully integrated marketing package, including dedicated showcases, product placements, tours sponsoring and other money can’t buy experiences, generating massive media coverage.
We’ve reached a total of 450,000,000 hits on Facebook and Twitter, 300,000,000 YouTube views promoting HP products and 25,000 privileged guests have been rewarded in 3 years representing a multimillion-euro media coverage.
ibis were looking to incorporate a music strategy into their offering.
The launch of ‘ibis music’ offers customers’ access to unlimited music streaming throughout their stay at no additional cost. Achieved through a connection to a dedicated ibis music website and mobile application.
Added value for ibis in a heavily competitive market.
Swiss luxury jewellery and watch brand Piaget wanted a brand ambassador to represent their Rose Collection and to use Edith Piaf’s La Vie En Rose in the campaign.
Through Universal Music & Brands, La Vie En Rose was recorded exclusively by Melody Gardot for Piaget and is available on the deluxe edition of her new album 'The Absence'. A huge marketing campaign was launched in conjunction with this partnership.
Editorial in one of the world’s most recognisable fashion magazines: Vogue as well as international promotion across Asia with the video premiere taking place on Tudou (China’s biggest video platform). Music week awards 2013 finalist.
Boost credit card subscription across the 16-24 year olds segment and increase loyalty through a dedicated Bank + Music offer.
Société Générale and Universal Music & Brands launched the So Music platform dedicated to young adults. The youth bank package includes banking services (credit card, free overdrafts, insurance at preferential rates etc.) combined with entertainment benefits (private concerts by Universal Music artists, free concert tickets all over France, as well as the opportunity to meet artists and win merchandise as well as many additional benefits).
So Music has allowed Société Générale to sustain their efforts to seduce the youth market through 220,000 So Music cards subscribed. For more than 90% of customers, the campaign tested positively.
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