SCA, creator of audio content has launched a study that seeks to prove audio’s ability to launch and build brands and experiment with creative best practices, using a proprietary 3D audio site, Sound Bubble.
A study into four different creative executions in different markets using Sound Bubble across the Hit and Triple M networks over an eight-week period revealed how tactical approaches, repetition and audio logos drive recall and direct response.
For example, a distinct brand sound using rhythm and melody was found to increase unprompted awareness. The study and its five core takeouts are part of “The Sound Bubble Study” white paper, designed to unearth and understand the driving forces behind audio advertising effectiveness.
SCA, national head of radio sales, Nikki Rooke, said: “At SCA we pride ourselves on being leaders in creative effectiveness, and we challenge ourselves constantly to learn, innovate and develop unique, creative audio IP that will benefit our advertisers. Sound Bubble is a great example of this.
“The findings of this study provide some new structures and concepts for building effective audio campaigns. While the single-minded goal was to unearth the creative that would drive the greatest result for a new brand in the market, it is clear from these learnings that a combination of elements needs to be deployed together to best drive effectiveness.”
SCA Head of The Studio Sydney and Sound Bubble project manager, Luke Parsons, said: “It was a big effort from our strategy and effectiveness teams in SCA iQ, coupled with our creative team.
The Studio, to come together and create an innovative R&D project to give us practical learnings, that we can apply from day one to help drive better business results for our partners.”
Sound Bubble is a collection of immersive 3D audio soundscapes designed to help the nation relax, especially during the COVID-19 pandemic. 3D audio, including Autonomous Sensory Meridian Response (ASMR), has been found to lower people’s heart rate, increase relaxation, and even create feelings of social connection.
FMCG companies will be able to benchmark and act on their social and environmental performance using research firm Glow’s inaugural FMCG Social & Environmental Responsibility Report, a milestone in the progress of the CSR/ESG agenda. The report outlines key social and environmental issues that consumers expect the FMCG sector to address. The first report reveals […]
IntelligenceBank has today announced that the company has been ranked No.1 in G2’s Digital Asset Management Relationship Index. IntelligenceBank has outranked other DAM companies to rank No.1 on the highest overall relationship score, a combination of a number of factors that contribute to an outstanding customer experience, including: Ease of doing business Quality of support Likelihood to recommend […]
COVID-19 continues to affect our lives in many ways. One of those most noticeable is how economies have reacted to the implications of the pandemic globally. Taking from lessons learnt historically, a shift in economic security typically sparks financial pressure, threatening to destabilise our sense of security. This has the potential to disrupt our comfort […]
Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]
Australasia’s largest real estate agency has released its biggest brand campaign ever that was all done in-house. The spring campaign, “Proudly Ray White”, was created to help service the more than 730 Australian offices under the leading group’s umbrella. Spearheaded by Ray White marketing manager Todd Alexander and brand manager David Williamson, the campaign was […]
American beer brand Pabst Blue Ribbon wants to pay drinkers to plaster their homes with ads for the brew. The oddball campaign is called “In home advertising” and, despite the fun, works more as a clever piss-take of the advertising game. Apparently the idea for the ad came about when the client complained of the […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]