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